Small Press Month: Media Promotion PT3a

The Media Kit for an Event

Any event that has invited the media should provide a media kit for all journalists covering the event.

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 the business or event.

With this in mind, it is important to understand exactly what product or service is being sold. Most of the time sales are made by selling: Image, Pride, Price, Security, and Pleasure. The event may be the opening day of a spa, but the product sold will be relaxation, luxury, self-indulgence, and pleasure. The consumer will respond to these stimuli better than if you tried to describe the benefits of the new equipment, or a new type of mud.

Consumers are more willing to change companies, or buy something new if they can 'protect something’. This should be a prime focus of the media kit. It must be a visual sales aid, not a biography of the business.

If you knew someone was breaking into your house, you would not hesitate to call the police.
If a telemarketer phoned at 2 am and said they would install a security system in your house within the next fifteen minutes, for only $200.00, because there had been ten break ins in your neighborhood in the last ten hours, your reaction would be to hang up.

The first example describes the persons’ reaction when they know there is a threat. The second describes their reaction when they are told there is a threat. This is why it is a good idea to hire someone to write the press release, or spend considerable time learning the art of writing a press release.

The second example would suddenly become a pressing matter if angry citizens and police sirens interrupted the phone call. This is because the threat is real to the consumer. It demands an immediate response.

The truth is simple, people can be taught to prefer one product over another. This is done by appealing to one of the four selling targets.

Pride Security Profit Pleasure

•The media kit will create an Image of the company - whether the intent is there or not.
•The media kit will give an example of the ‘value’ for dollar a person can receive from the product - whether the intention is there or not.
•The media kit will give an example of how much the company cares and the level of service a consumer can expect.

The number-one reason people switch from one company to another is because they feel the company no longer cares. This is why it is dangerous to create a cheap media kit
ChamberMaid lasted seven years, until its demographic faded, because it cared. We out lived the competition by taking their customers.

Grace Publishing invests into service and community programs to build a reputation of caring and concern in the community.

A good idea is to approach a larger printing company and ask for help. They will be willing to help design a good presentation folder and content. It is always good to make sure they are not one or two person operations. Ask for referrals, and interview at least twenty before making a decision.

A smaller marketing consultant is helping Grace Publishing with their Marketing Plan in return for advertising. This is another way to receive expert help and advice. Bartering is an accepted business practice, but the government does see it as a transaction. This means they expect tax to be collected, in cash, and to see a record of the transaction in the books.

One overlooked tool 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. The business owner’s commitment to the community is one of the strongest media marketing aids they will ever have. It provides a free opportunity to become acquainted with the press, becoming familiar with the reporters and editors, increasing the chances of having the press release released.



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