Understanding Publicity

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When I wrote the last couple of blogs about creating a press kit and getting publicity, I realized most people might still be confused as what to do, because they do not know the words used in PR. To help you better understand this lingo, I searched the web and came across a site that has a glossary of terms relating to publicity. Check them out at the link below, the PR Academy.

Then I came across another article for press kits. This guy goes into more detail than my blog, so I felt it was a good idea to provide you the article in Entrepreneur magazine.

His deeper explanation will help those seeking more knowledge to make the press kit more complete.

After you do your research and realize that your company can use some positive pr, it is a good idea to have a plan. Yes, just like a business plan, or an advertsing plan, the pr "campaign" should be well designed prior to sending that article or press release.
Even if you think you’re only sending this one article or release, that’s not enough. You wouldn’t place one ad in one publication and say, "that should do it for this year, next year we will do that again".

Be prepared to have a series of releases to submit to the media. You can only become noticed when you make yourself noticed.

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press kits are important

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Remember the release or story you sent to an editor about four weeks ago, well, they called and want more information, and a press kit. By now you’re wondering what to send. Stop for a minute. Now continue to read my tip for today. I’ll make this easy for you and explain how to prepare a press kit.

First, a press kit is good to have because it helps an editor or reporter know about your company, the key people, and the primary products or services you offer. Some publicity firms try to make these become a work of art. They like to submit them at the annual PRSA awards banquet. Well, that’s good for them, but it may not get the attention of the media.

A press kit includes a folder. It doesn’t have to be a simple store bought folder, but it shouldn’t be a unique die cut folded cover that is very difficult to re-close when opened.

The folder should have your company logo on it, maybe in color, if your budget allows. Inside is where all the good stuff about your company. One page is called the “Fact Sheet”. This is a quick summary sheet that reporters will save as a reference for your company. It will have all the contact information, a short one or two sentence of your core business and your target market. Sometimes you can include things like sales projections and list the latest products introduced for the year.

A series of sheets should follow. Create one page for each key personnel, such as the CEO, COO, VP’s, Sales/Marketing, etc. When you can, include a photo of these people, it adds a human element to your press kit. On the other side of the folder, I forgot to mention that it is best to have a two-sided pocket folder, will be recent press releases and any published articles about the company. If you have any literature about new items or services, include them in the kit.

Your company press kit should be updated frequently. Use them at trade shows in the pressroom and to send to the media. A press kit can give your company a positive image in the market. Now when the media calls, you can ask if they would like a press kit. It’s that simple. One more thing, while they are on the phone, ask them for their media kit.

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How to get publicity ready for the media

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If you are following the publicity tips from yesterday, then you are ready to develop the press release, or story.

The headline you create for these should grab the attention of the editor, but not mislead them. Keep it short, to 12 words or less. Sometimes you might need to include a sub-head to help further make your point about the uniqueness of your product or service.

The format should also be easy to read. For example, if the release has urgency, put the words “for immediate release” on it. Have the contact information for the writer to call if he or she needs more information, at the top right side of the first page.

All body text should be double-spaced. Don’t type in all caps; this is annoying and difficult to read. Don’t use a lot of bold type either. Whenever possible have quotes from a senior level person of the company, or a third party who is endorsing the product.

It is best to have the release or story presented on company letterhead; this adds credibility to your presentation. For press releases, keep it to a maximum of two pages. Unless you are providing a chart or other visual aid. Articles and stories should be limited to 5 – 8 pages with support materials like photos, graphs, or charts. Always include any references to support your claims of the products uniqueness.

In all, keep the information you write factual, not sales copy. If you reviewed your media list, consider re-writing some of the body copy, or modifying the titles to fit the publication’s target audience. Send those re-written pieces to specific publications. For example, if your product has two market applications, the “consumer” editor will want to see something that is directed to their readers. Unlike a trade publication, they would want to see a product that not only fits a consumer demand, but shows retailers how it can increase sales.

Preparing your release or story like I mentioned will get you further into an editor’s or writer’s hand than someone who types a wordy letter and includes a “sales pitch style” release with dinner tickets to get their attention.

Now you’re ready to mail these out, right? Yes, go ahead. When a reporter calls and asks for additional information or a media kit what will you send them? You don’t know? You don’t have a press kit? For those who need to know what to say, and how to prepare a press kit, watch tomorrow’s article. I’ll explain that process.

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Free Publicity Takes Work

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Every business owner wants FREE publicity for their company, or for the new product that was in R & D for the past year. The reality is free publicity comes with a price, it’s called time. If you are willing to invest the time and effort it takes to gain favorable publicity, then keep reading.

So where do you start? You can spend a lot of money buying books on How To Get Publicity from places like AMAZON, or hire a PR consultant to teach you the tricks of getting in front of an editor. Whatever you choose, it requires a lot of time to learn these various methods. After getting all this education, you would then need to decide which road is best for your company.

An easier way is to just follow my collection of publicity tips. For the past twenty-five years I implemented pr campaigns and have met with many talented PR counselors to develop a simple process that you can use today.

To begin, you need to identify your market and make a media contact list of the publications, and news broadcast reporters who cover subjects that are related to your industry. Then determine if the newsworthy story is a local, regional or national. Be honest at this point, because if it is to be national, then prepare yourself for more time and effort to make this a success.

Your print media list should compile of daily newspapers, magazines, trade media publications, and association newsletters. Keep in mind that broadcast media (television and radio) will have varied lengths and formats, so be specific which ones you target for publicity.

Ok, now it’s time that you look at the story or release you want to present. Make sure it is not a waste of the editors’ time. Don’t make the story or press release sound like a sales pitch. And don’t provide PowerPoint presentations to them. Remember, the editors and writers have a job. It is to provide interesting and compelling stories to their readers. Do this test, have someone not in your company read your story. If that person doesn’t understand what you are saying, or is bored easily, then consider revising the story to be more interesting. Don’t get caught up on details of the product, or service. Talk about the benefits of what it will offer to the reader.

Before you mail, or send the story or press release go back and review the media list. This time check the publications editorial calendar. See if your story will fit into an upcoming feature in that publication. This will help get the attention of the editor faster than unrelated stories. If you do not see anything that will fit, then write a short cover letter that will briefly explain the enclosed story. Follow-up by phone a few days later is recommended. Only ask if they received your story, don’t try to pitch them on the phone.

These are some of the basics to help you get free publicity. Next time I will provide tips on presenting your story.

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