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Any business man or woman will tell you that
capturing the attention of the press can result
in sales surges and product credibility. The obvious
way to attract the attention of the press is to
write a press release. Many small businesses follow
this by sending the press a media kit. It is important
to be prepared for this. If the media shows an
interest, you want to have materials available
to provide them. Most publications work under
deadlines, and once you have their attention it
is important that you do not lose it because you
are ill prepared.
Consider developing a media kit. Whether you
provide web pointers with relevant information
or slick glossies, the information should be accessible
when the reporter asks for it. The following guide
will help your company make a friend in the press.
What should a media kit contain?
1. Company Information
Include a document that details the company history,
information about leadership, focus, and management.
2. Graphics
Often the press will want to include a graphic
along side a story. You should provide logos of
various sizes, and photos of the product or service.
The images should be high quality and easily scaled.
3. Products
Include details about your entire product line.
The press may have an interest in other products
or services provided by your company.
4. Testimonials
Include a section that details testimonials from
customers. Know your company's privacy policies
in case the press requests to speak directly to
a customer. You know whether you can provide those
contract details.
5. Endorsements
Include product endorsements from notable reviewers,
and detail any awards or commendations that your
product has received.
6. Trial Version with Key
Include an evaluation version or review copy of
your software, and provide it free of charge to
any interested media representatives.
7. Swag
Reporters love branded promotional items. Send
swag something along to thank the media for their
interest in your product or service.
8. Marketing Material
Include any marketing materials, glossies or slicks
that describe the software product's benefits.
The benefits should be written in non-technical
terms, so that someone not familiar with your
product or service will still understand its value.
9. Press Archive
Create an online press archive with links to high
resolution graphics, screenshots, logos, and an
archive of past press releases and press clippings.
All images in the archive should have a download
that contains high resolution image formats for
print media.
Example Press Archives:
NotePage
Press Archive
Fookes
Press Resources
SweetScape
Press Resources
LapLink
Press Center
Related Articles:
How to
Send a Press Release
How to
Post a Press Release
How
to Write a Press Release
How
to Prepare for a Press Interview
During
a Press Interview
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Developer
101
What Should a Media Kit Contain