Five Steps For Creating a Fabulous Media Tour

If you want to raise awareness for your product or your service, think about hosting a media tour when you’re launching. Having a great media tour will help you establish credibility in the market.  The press you generate through public relations has more credibility than advertising, which makes this tactic all the more appealing to consider. Following are five steps to conducting a fabulous media tour.

Step 1: Establish Goals

Think about what you want to get out of the media tour itself.  Ask yourself the following questions.  What is it that you want to be known for? What is it that that you want to convey to the marketplace? How do you want to be perceived? Do you have a product, service, or solution that you need to introduce? Are you raising awareness for a cause? Are there specific interviews that you want to have? These are the things that you need to keep in mind when setting public relations goals.

Step 2: Determine The Right Media

The next step is to target the right media. Are there specific magazines, radio or television stations, newspapers, or online media that you want to be in?  For example if you’re a supplier to an industry target the industry-specific publications so that you get the greatest exposure within your market. Create a list of appropriate, targeted publications and media entities both electronic and print.

Step 3: Create Messaging

This step is all about developing the right messaging. Think about what you want to pitch. What do you need to focus on your interview? Form your hooks— interesting things that reporters love to hear.  An example is using statistics or facts from surveys. These always make things seem more newsworthy and give credibility to the story you are telling. Be creative with your message platform so as to make it memorable. Write your messaging out and develop the appropriate communications tools such as press releases and press kits for the media tour. Decide if you need to develop collateral to go along with the press kit that will be left with the media.

Step 4: Get On The Road!

The next step is to actually go and pitch the media. Contact the producers, reporters, editors, and publishers ahead of time to schedule appointments. Call and let them know you’re conducting a media tour and would like to meet with them. As a side note, get the right producer, etc. for the specific area you’re pitching to so as not to waste anyone’s time. For example, if you’re pitching a technology topic, talk to a technical editor. You may not always get them right away on the phone and may have to leave a message and/or follow up. Patience is key. Don’t be a pain in the neck. Once you set the appointment, send a thank you email with the agreed upon date and time.  And, send a reminder just before traveling to them.

Step 5: Deliver

Know your stuff and deliver great interviews. Have all of your notes in front of you or memorize your pitch. If you’re inexperienced, invest in training to help you keep on topic or rein questions back to your message platform in a positive way.  Finally, there is no substitute for good old-fashioned practice.  The more you practice, the more at ease you can be during the interview and focus on the conversation itself.

Follow these five steps and you can look back at the media tour as a wonderful experience that has gained a lot of attention for yourself, product, service, or cause.

Write A Bodacious Bio And Make Your Media Relations Come Alive

All professionals will need a bio at some point in their career. Make sure it’s a good one that gives your experience and achievements the attention and pizzazz they deserve.  Here are some things that you should include in a comprehensive bio, whether it’s a short or long bio. Keep in mind that any of these items can be shortened or expanded upon, depending on the length needed for the bio itself.

Current Position

List what your current position is along with the company.  Make sure you expand on the responsibilities of the position also.  List certain sales levels or budgets that you are accountable for.  Also, if it’s pertinent to the industry that you’re in, list the number of employees reporting to you.  Only include information that would bring credibility to the bio.

Highlights of Experience

You will need to include your experience so you might include your overall experience within a certain industry or your overall experience in a particular field and beyond that you want to include any results that you have achieved especially if you’re a person in sales and you need to include sales information, include some of the percentage increases that you’ve seen with companies that you worked with or even dollar figures of how much you’ve managed.

Educational History

Use your judgment on whether to include your education or not.  When the institution was prestigious or specifically related to the field that you are currently in, it is always a good idea to include your education.  Some people feel uncomfortable listing their education if it isn’t from a specific type of institution or if it isn’t pertinent to their current position.  Again, use your intuition on whether to include your educational history or not.

Achievements

Include honors and awards that you’ve received and achieved during your career.  If you’re in a field like broadcast or advertising, this is important.  Some fields such as finance don’t have such an emphasis on these types of achievements.  If you’ve been named to a top list by a magazine or other publication, be sure to highlight the fact in your bio.

Add Some Pep!

Sometimes people like to have spiffy comments in their bio.  For example, some bios might say you’re the ‘queen’ or ‘king’ of something. Others may have pithy titles that they’ve created.  Explaining an achievement that you’ve accomplished with some sizzle is also a great idea.  Depending on the industry, you may want to include a personal tidbit or two.  For example if you’re in the pet fashion industry, you might want to include what pets you have, their breeds, and names.

Always write a bio that is the correct length for its purpose. A bio for a press kit can be up to a page while a bio for a book or website needs to be much shorter— especially if it’s included on the outside cover, for example.  To make things easier, start out with a lengthy bio and create shorter versions, as they are needed for other purposes.

Handing Out The Right Kind of Press Kit To Editors Can Make A Huge Difference On Whether You Get Coverage Or Not

When constructing press kits, it’s always a question of what form should your press kit take. This is one of the questions most debated when planning a press conference.  There are several options for press kits that you can choose from and determine what is the best fit for your audience.

Traditional:

Paper Press Kits

Should you have a paper press kit with a folder with all of the information, photos, annual reports, brochures, and anything else that you might put in it?  There has been a trend in recent years to move away from handing out traditional press kits that hold all of this information.  Editors want to carry less and less.  At the same time, there is the spirit of the green movement.  Having bulky paper press kits is considered a bit passé except in certain markets and situations.  If you’re in a market that is very traditional (academia, for example), there may still be an expectation that a traditional paper press kit is handed out.  If so, consider also offering the press kit in an electronic form for those that would prefer it.

Electronic:

The overwhelming response now by editors is that they prefer to have press kits in an electronic form. The time has passed where editors want to carry these big bulky folders back and bulk down their suitcases especially if they’re traveling for a press conference for a trade show and attending a lot of press conferences. They don’t want to take these on the airplanes anymore and that especially with baggage regulations; they really don’t want the extra bulk. So then the question arises, what form should the electronic press kit come in?

CDs

Some companies are opting for CD’s. They can easily be handed out with company branding on them.   There are a couple of different things that you can think about with CD press kits: size of the CD and packaging.  The regular size allows for a larger area for messaging. Companies are widely using the business card CD size because it’s a lot easier for reporters and editors to just stick it in a pocket. As far as packaging goes, there is a plethora of options from simple and plain that has the CD cover showing to very sophisticated packaging that can contain booklets and additional information.  The choice you make for a CD press kit depends heavily on budget.  There are plenty of companies that can produce CDs for you or there is always the option to create them in-house.

Flash Drives

Many businesses are now using flash drives for their press kits.  The predominant number of editors now wants to have flash drives. It’s the most universal form that can be used with practically any PC, Mac, or open source computer. A lot of laptops now are coming without CD drives so that they can be lighter weight, which is another reason many have transitioned from CD press kits to flash drives.   Practically every computer now has USB ports that can accommodate flash drives. A good thing about flash drives is that they can be re-used.  In the spirit of reduce, reuse, and recycle, flash drives are an excellent choice.  The one drawback for the drives is that there is little room for branding— enough room for a logo and phone number. They do come in various forms such as bracelets, lanyard, and custom mascot drives.  What you do with them also depends on your marketing budget.

Online

A new wave in public relations is simply referring people to a company website.  Doing this saves money and can provide you with the opportunity to be timelier with the information that is disseminated. The drawback with online only press kits is that it doesn’t give a material reminder to reporters about your company once they get back and settled in the office.  An online press kit is ideal for press conferences that are web cast only or for technology companies such as web developers.  You need consider whether you want it to be password protected or accessible to the general public.  This is the main concern with press kits that are online.

Electronic press kits are now the norm and definitely recommended. What form that electronic press kit takes is entirely up to you depending on your industry and your ultimate goal.  However, paper/ traditional press kits should be considered when you’re in a market that is very traditional.

Make a Mighty Media Section for Your Website To Bolster Attention For Your Brand

One of the most ignored sections of a website is the media section. Many times it is often an afterthought when mapping out a site’s architecture.  However, the media section can be one of the most valuable tools in your media activities. So, what should be included in a media section on your website? Here’s a list of different things that should be included to ensure that the media section of your website is working to gain your brand the attention it deserves.

Backgrounder

One thing that should be included is the company history or an overview. The press and public relations professionals call it a backgrounder.  It gives an editor or a producer a quick education on your company: how it started, where it came from, and how it has evolved.

Annual Report

If our organization issues an annual report and has it available as a download such as a PDF (portable document format) file, including it in the media relations section is a good idea.  This is especially important for public companies. This gives even more background information to the press, and provides additional information on financial standings.

Press Releases

Include current and previous press releases. Display them in a couple of different ways.  Show the current press releases at the top, most visible place. Also have an archive. Most companies archive it by year and have links to different previous years: 2009, 2008, 2007, etc.

Links to Stories

If you have them, include links to placements. For example, if you have a television channel that has posted a video include a link to that.  If there’s an online newspaper or magazine that has done an article on your company, provide a link to that. These are always good because the press likes to know that your company has buzz around it. If they see other members of the press are talking about you, then they may think that perhaps they should do too. If you don’t have links, no worries.  You can include these in due time.

Bios

There should be links to bios for your spokespeople, executives, board of directors, and directors of sales and marketing.  At minimum, the President or Chairperson’s bio should be included in the media relations section of the website.

Photos

Have photos of the company’s executive teams, board of directors, spokespeople for different product lines, or sales and marketing directors— anyone interacts with the media. Product photos should be included along with photos of product installations or demonstrations.  For example, if you sell software, show someone working with it at a computer screen. Action shots are what the press likes the best. Make sure all your photos are high-resolution (at least 300 dpi or dots per inch), downloadable, and at a size of around five inches by seven inches.

Logo

Be sure to include your company logo in a high-resolution downloadable format, in case an editor decides he or she wants include it in an article in some way.

Video

With today’s interactive and multimedia environment, it’s also great to include videos. If you have videos of your key spokespeople, events, or product demonstrations, these are great. Many companies are not necessarily hosting these on their own websites. They are uploading them onto a video site such as YouTube and having links or apps on their websites for them.

Media Relations Contact

Always make sure that contact information for your media relations person is included on the website. It’s very frustrating for someone in an editorial or production role to want to get a hold of someone so that they can feature a product or a service, but are unable to get a hold of the right person to make those arrangements.

Key to all of these suggestions is to make sure that the media section of your website is searchable. If possible, use a database management system versus straight static web coding. This makes it very easy for the trade press. Including these items in the media section of your website will bolster your media relations plans.

Pump Up Your Press Kits With The Right Material

Press kits are a very important part of your media strategy. Many situations such as trade shows, events, and press conferences call for a press kit. Having a comprehensive press kit significantly increases the probability of getting coverage.  Use the following press kit checklist to make your press kit work for you.

Annual Reports

Annual reports are a great tool for understanding a company from a thirty-thousand-foot viewpoint.  They also provide financial information that can help the media understand how a company is performing. If you have an annual report, it should always be included in your press kit.

Bios

Include biographical information on your executives, company spokespeople, and product development people. Anyone quoted in press releases or speaking should definitely have bios. Typically a bio is no longer than one page.

Brochures

An overview brochure about the company and its offerings is always helpful to educate the media. You can include a brochure that’s specific to any product, solution, or launches that are being presented should be included. Resist the temptation to include every brochure that you’ve ever produced.  The idea is to provide concise and helpful information as it’s being shown to your client base.

Company backgrounder/overview

Media professionals like to know the history of a company. It’s helpful to understand how it evolved into the company that it is today.  Historical and factual information is what should be included in the company backgrounder and/or overview. They are usually two to three pages long. It’s not recommended to have them longer as they can be too cumbersome for the media to comb through.

Positioning Statements

If you have positioning statements those should also be included. Some examples of positioning statements include information on your company supporting going green, humanitarian or charity efforts. Lobbying efforts on different mandates or laws that might happen through government entities are also considered positioning statements.

Press Releases

The most recent press release or any specific release for any product, solution, or event that’s being announced should be included in the press kit. Make sure that press releases are in the proper format and contain the contact information for your media relations professional so that the press can easily contact him or her with follow up questions.

Photos

Include any photos of products, people or action shots of products in use in your press kits as much as possible. Don’t overwhelm the media with too many photos, but make sure there is some variety to choose from.  Make sure that they are high resolution (at least 300 dpi or dots per inch).

Videos

Videos are becoming increasingly important as media outlets are including it beyond just the television set.  Media entities like newspapers and radio are now posting video on their websites. If you have videos news releases, product demonstrations, background information, or testimonials, include them in your press kit.

Using this checklist as a tool for what to include in a press kit will help you with your media relations strategy.

PR Does Not Equal Press Release- Ideas for Public Relations Activities To Enhance Your Marketing Program

Many times PR is confused with press release when, in fact, PR means public relations. Sending out press releases is a great tool within public relations. There are several PR activities to consider to enhance your marketing program.

Speaking Engagements

Speaking at trade shows or conferences is a great way to increase the visibility of your company. Beyond doing traditional in-person speaking, there are multiple opportunities to be a featured speaker for online webinars, teleseminars, and virtual conferences.

White Papers

Write a white paper to explain how a complicated solution can benefit clients. This is especially a good idea for companies offering service or technology solutions. Note: this should not become a brochure. It should be educational. White papers can be used as a basis for conference submissions also.

Case Studies

Have an amazing customer story or a unique problem you solved for a client? Write a case study. Case studies are great material to pitch to the media.

Conferences/Seminars/Meetings

Host a client conference, seminar, or meeting to educate your client base on industry trends and latest technologies. Couple it with a reception and you have a wonderful opportunity to wow customers.

Charity Participation

Participate in activities such as 5K walks to benefit different charities. It gives visibility to your company and shows that your company is community focused.

Sponsorships

If you want more visibility, think about sponsoring events such as golf outings. You get your company name out there and can usually tailor a package that fits your brand and budget.

A complete public relations program takes careful consideration to the publics that you are trying to reach (media, customers, partners) and incorporates a proper mix of different PR activities.

Top 10 Ideas For Press Releases To Gain You The Exposure And Attention You Deserve

Sometimes it’s hard to think of news for your company that you should be telling the world about through press releases.  Following is a list of ideas to get your press release campaign jumpstarted.

Promotion or Hiring of a Person

When someone is hired to a position or when someone is promoted, issue a release.  It’s also wonderful for employees to see their name in print.

Event

If you’re planning a reception, conference, 5K walk, or any other type of event, they’re great for getting media attention.

Expanding Business

When your company expands, it’s newsworthy.  People love to hear about companies that are growing. This could be for a new location or entering a new market.

Contribution to a Charity

It’s always uplifting to hear about ‘good news.’  Issuing releases on contributions or participation in charity events raises the brand equity of a company.

Winning an Honor or Award

Whether your company or a person in your company wins an honor or award, spreading the news is fantastic to create goodwill.

Product Release or Upgrade

Let everyone know what a value you are with your new product introductions and upgrades.

Sales promotion

Do you have a special sale for a product or service?  Make sure everyone knows by writing a press release.

Joint Venture/Strategic Partnership

Have you created an amazing relationship that going to drastically benefit your client base?  Spread the news with a press release.

Re-organization

When you’ve re-organized to re-position your company and operations, releases can be effective information sources.  NOTE: This is not always a good idea if it could be perceived negatively (i.e. reductions in forces, etc.)

Sponsorship

Maximize the money you’ve invested in a sponsorship by sending out a press release talking about the sponsorship and why it’s significant.

After reviewing this list you may realize that you have a lot of happenings that are newsworthy and can write press releases around them.

Focused Press Release Ideas For You and Your Business To Net Results

Integrating a public relations strategy into your media mix is one of the most cost-effective components in a plan. Having focused releases can net you results in multiple ways. Not only do you get the honor of being included in a media outlet, you can gain clients, subscribers, and fans.

Some folks don’t like the idea of press releases because they feel it’s ‘ego-centric.’ This is your challenge to think of it in a different way and start ‘releasing.’ Think of it as sharing your talents and knowledge with the world. There is undoubtedly someone out there that needs what you offer. To reach them, you need publicity to increase your exposure.

The definition of news is very broad: information about recent events or developments. When keeping this definition in mind, it’s easier to decide what you are doing that is newsworthy.

Following is a list of ideas for press releases. Once you sit down and think about your business and all you do, some of these should trigger ideas for releases that you can do on a regular basis as a part of your marketing plan. Resist the temptation to do one release that covers everything that’s happening. Plan focused releases timed to keep your company in the public eye.

- Product introductions
- New service offerings
- Free tips and advice
- Whitepaper acceptance for trade show
- Research you’ve done (interesting stats/results)
- Endorsement by industry dignitary
- Being featured as a speaker at a conference
- Open house/special event/seminar
- Being featured in book
- Promotions or hiring of employees
- Strategic partnerships
- Employee of the month
- Participation in non-profit events
- Donations to charities
- Awards won by the company or employees

Even if you don’t get published in a media outlet, it’s good to have the news releases on your website. Potential clients and media visiting your site at a later date will feel the energy and buzz around your company when they visit this section of your website.

Take the time to think about your newsworthy activities and create a plan for writing press releases on a regular basis.