You have a business, wrote a book or are running a nonprofit organization.
There’s a lot of competition out there clamoring for attention, customers, book sales and funding.
Let’s check out a few numbers:
- There are nearly 29 million small businesses in the United States, according to the U.S. Small Business Administration.
- There are more than 300,000 books published in North America every year; about 2.2 million worldwide, according to the United Nations Educational, Scientific and Cultural Organization (UNESCO).
- There are more than 1.5 million nonprofit organizations registered in the U.S., according to the National Center for Charitable Statistics (NCCS).
That’s a lot of people and organizations clamoring.
In today’s digital age it seems there are 127,000 ways to gain attention, get our message out, and connect and engage with customers, readers, supporters.
But we don’t have the capacity to do it all. Nor should we do it all.
I’m a fan of the PESO model (paid, earned, shared, owned media) to help figure it all out and keep our heads about ourselves.
When it comes to the earned piece, getting others to say great things about our products and services, books or cause, it can be a challenge and feel awkward. Further, getting a legitimate media person – a reporter, podcast host, blogger, producer – can be even more difficult.
Like many things, once you understand a process and approach and have the right tools, it can make things a little easier.
One of those tools is the press kit. And here are 5 reasons a press kit should be considered as part of your “earned” media approach when looking to gain third-party endorsements that increase your credibility, reputation and lead to more sales and support.
1. You want to stand out from the competition
As I said earlier. There are millions “clamoring” for attention. Don’t be that person who feels like you have shout louder to rise above it all.
Use the right tools to help you stand out from the competition.
A press kit is a simple, helpful tool that can help position you and your organization to gain more media awareness. It not only can help differentiate you, but it also shows the media reporter, blogger or podcast host that you are serious about helping them produce a great story for their readers, listeners or viewers.
It’s like what WD-40 does for the hinges on your door. The media door will open a lot easier – and with a lot less unwanted noise – if you have a press kit.
2. It makes the media’s job easier (and makes them look good) when you have a press kit
Today’s media are stretched thin and pulled in many different directions. Time is at a premium and a press kit saves a reporter a lot of time in research and preparation.
The more helpful you can be the more likely media will book you for an interview or cover your business, book or cause. Plus, you’ve made them look good on how prepared they were for your interview.
They will remember that great experience you provided them and will want to work with you again in the future.
Remember, this is media “relations.” It’s about building solid relationships with media.
3. Having a press kit saves you time
Time is one our most valuable assets. We all get the same amount, we all get to decide how we want to spend it, and we never can get it back.
Your time is as valuable as the next person. Instead of dropping everything to draft customized materials every time a media person requests them, a press kit that is available on your website is easy to link to in a quick email.
I have a client who has had its press kit and materials available on its website for more than 15 years. They get press coverage and mentions every month (that drives people to its website) without ever talking with or corresponding with a reporter. All the information is in the press kit.
4. A press kit that has the information you want to share about your business, book or cause ensures accuracy in your message
You want consistency in your brand and message, as well as the story that is being told from media placement to media placement. A press kit can ensure this.
If someone hears you on a podcast this week, reads about you in an industry trade journal the next week, then reads a blog post about your organization, you want to make sure they hear a consistent message.
5. It’s a direct reflection on you and your personal brand
I feel at times people think if they have a website and send out a few emails and tweets that’s enough.
Not true. Remember, you want to be helpful.
Taking the time to create a press kit is a direct reflection on you and your brand. It’s an opportunity to further position you as an expert who is professional and serious about helping the reporter, blogger or podcast host tell a great story, which can lead to more media opportunities.
Plus, the third-party credibility and social proof that comes with increased media coverage for your business, book or cause is priceless.
Free masterclass on creating your press kit, getting publicity
If getting publicity for your business, book or cause is part of your marketing communications strategy, join me and my friend, Beth Wright Underwood, journalist and professional writer, at 2 p.m. EST, on Feb. 7, for a free online masterclass on creating your press kit to get publicity.
Those who attend will walk away with a better understanding on how to:
- Harness the power of your message for the media.
- Create a press kit that will unlock the doors to media publicity.
- Position yourself as an expert in your industry.
- Become someone media want to interview.