Small Press Month: Media Promotion 4

The Media Kit

Any event which has invited the media should provide a media kit.
The Media kit will contain the following:

Media release. This one page 'hook' will offer them blurbs which they can include in the article.

A short document describing your business, with contact names and numbers
The event agenda. An outline of what will happen through the day.

Text of presentations and speeches, if available.

List of speakers and affiliations and Biographies of speakers
Fact Sheets, documents, or briefs

The purpose of a Media Kit is to provide the press with enough information to produce a stunning article about your business.

With this in mind it is important to understand exactly what you are selling.
Most of the time sales are not made by selling a product, but selling: Image, Pride, Price, Security, and Pleasure.

One thing to keep in mind, as I've said before, is that people are more willing to change companies, or buy something new if they can 'protect something.'

If you knew someone was breaking into your house you would not hesitate to call the police. If a telemarketer phoned you up at 2 am and told you they could install a security system in your house within the next fifteen minutes, for only $20.00, because there has been ten break ins in your neighborhood in the last ten hours, your reaction would be to hang up.

The truth is that people can be taught to prefer one product over another by appealing to one of the four selling targets. (Pride, Security, Profit, Pleasure)
The Media kit will create an Image of your company - whether you intend it to or not.
The Media Kit will give an example of the VALUE for dollar a person can receive from your product, whether you intend it to or not.

The Media Kit will give an example of how much your company cares. The number one reason most people switch from one company to another is because they feel the company does not care. ChamberMaid lasted seven years, until its demographic faded, because it cared. We lived by taking other cleaning company's customers from them. Grace Publishing is investing thousands each year into service and community programs because it wants to build a reputation for caring.
You can type:



Media Kit

into the browser. Then type in the type of business you are involved in. This will give you access to examples of Media Kits to follow.

Another good idea is to go to a larger printers in your area and ask for help. They will be willing to help you design a good presentation folder and content, because it means more business for them.

A smaller marketing consultant is helping Grace Publishing with their Markeing Plan in return for advertising.

One, often overlooked, tool most new businesses can use is 'Good Will.' Trading services is a cheaper way to get what you need to succeed. It is also a great way to network with people and businesses that are interested in making their businesses grow and succeed.



Step One

Go onto the web and surf sites that offer services or products like yours. Look for good examples of Media Kits and print them out. You will use these as a reference when it comes time to make your own.

Remember, even a one page letter, or a simple brochure is enough for a home based business if everyone else is using the same type of PR - AND it is well thought out and does its job correctly.

Step Two

Brainstorm. Read books, watch television, read ads, ask questions, and try to make your media kit as creative, informative, and interesting as possible.

Step Three

As the local media for their guidelines for media kits. What are they looking for? What is their focus? What is their views on the community? Ask yourself these questions and then look at your Media Kit and see if it offers the answers. You need to offer the Media what they want if you expect them to put your business article in their paper.

These steps will help you create a good Media Kit. This is your calling card. It is your sales person, so to speak.