One simple way to attract media attention is to have a professional press kit available for download on your website. Even though you don’t have to spend a lot of time or money in order to do this, many midsize corporations don’t have this resource available.
A good press kit can attract publicity and help you stand out from your competition. There are just a few components you need to pull it together.
Updated professional photos
It’s very important to offer a professional headshot of every member on your leadership team.
Never skimp on photos. Have them updated every three years by a qualified photographer experienced in headshots. Ask for references and examples of their work.
Photo backgrounds should be media friendly. Avoid dark, brightly colored or distracting backdrops. Also, avoid extreme editing and retouches; you don’t want people to be surprised or confused when they compare your interview appearance to your headshot.
Professional bios
Your professional bio is very different from your resume. Don’t lead with your certifications or education. Instead begin with a simple sentence that positions you as an expert interview candidate.
When you write your bio, imagine the first few sentences being read aloud by a radio or TV announcer. Make sure that it is easy to read and understand.
Resources
What problems does your company solve? What important issues can your leadership team contribute during an interview? How is your company or organization an innovator or thought-leader compared to your competition?
An easy way to attract media attention is to offer a few (no more than five or six) helpful downloads such as tip sheets or recorded strategies.
It’s fine to have these appear on the resource page of your website as well as in your press kit. Professional media materials can also attract new customers.
Fact sheet
Imagine that a reporter has listened to you give a speech or read a tip sheet on the resource page of your website. Make it easy for them to quote you in their publication by allowing them to access this information without having to track you down.
Be sure to include company history, full contact information and your mission statement.
Suggested interview topics
This allows the media to find you easily and will give ideas of topics on which you are a subject matter expert. Be brief here and list no more than six topics that can be addressed by members of your leadership team.
Remember, to attract publicity you want to position your company as a valued resource that allows reporters, editors and producers to provide outstanding quality to their readers, listeners and viewers.
Like all aspects of your business, keep your media page updated and polished. Review your press kit regularly and make updates often.
