If you’ve taken the leap to become press-worthy, first of all, congratulations! It’s essential that you’re prepared to showcase who you are and your accomplishments, as well as be armed to present your expertise and story in a way that is professional, organized and interesting.
Every reporter has an audience they are catering to, and your expertise may be just what they’re looking for. It’s important that they know you’re the real deal!
A press or media kit (electronic or otherwise) can be as simple or as complicated as you choose. Content can also vary depending upon your industry, the type and amount of press you’ve had, where you’d like to be featured as an expert and how much information you’d like to share.
Electronic press kits, which are typically the most common, can be designed to incorporate the look and feel of your brand. Most often, they are located as a tab or link on a website, and that link can be shared when the press contacts you, as well as when you reach out to be interviewed. A media kit can also be saved as a PDF file, to be used as an attachment.
A media kit isn’t built overnight, so getting publicity and published articles should be part of continuous PR and promotions plan. Whether you start with a strong media portfolio, or are building one from scratch, the basics are important. Typically, experts aren’t featured on CNN or NBC from the get-go. They build their profile, just as they have built their expertise, taking advantage of every opportunity.
Here are 5 Essential Components of a Press Kit
1) High-resolution images for your company to include headshots, logos, branding, and products. Your photo should be recent — within the last three years — and it should look like you! If it doesn’t, there’s a potential trust factor at risk.
Presenting your photo to the world is part of the integrity of who you are. Look like you say you do. Your headshots should be used everywhere you brand yourself professionally, so make it a point to invest in them wisely. Depending upon your industry, lifestyle photos can also be added to your press kit. They add another dimension to your profile – your personality, which gives your image a life of its own.
Easily downloadable images of your logos and branding make it easy for reporters to use them in their work. Make sure to have transparent background and high-resolution images available for print purposes.
2) You’ll also want to make sure you have an updated short and long bio. A bio should be written to not only say who you are and what you’ve done (aka a human do-ing) but also portray a picture of your essence. A reporter wants to know that you’re not only accomplished, but also human. Add some personal and fun facts to your bio. I have mentioned at different times that I was a beekeeper, had a dog named Lucy, loved to travel and Greek meatballs were my specialty. Not all at once, mind you. The media is looking for a human interest side to stories.
You may also want to include your company’s story. This can include company facts, purpose, and history. It is also a good time to tell people about your team. You can include images and short bios for team members. Who are your team members, what are their roles, and how did they come to your company?
3) For credibility, it’s important to also include examples of published articles, links to past media experiences, speaking engagements, and so on. If you’ve been interviewed in the media, or written about, include the link. It’s proof you’ve ‘been there and done that’. As you grow your media profile, you can edit your portfolio to include more powerful and recognizable brands. If you have none, start getting noticed with responding to HelpAReporterOut.com requests. I’m happy to share with you a format that works, time and time again.
If you have any audio or video clips from past interviews, share them.
4) Show that you’re connected on social media. The media loves to share. By providing working links to your LinkedIn, Twitter, YouTube and Facebook page (if appropriate), you’re showing that you’re part of several networks with millions of viewers.
Make sure that your profiles are media-ready and fine-tuned for the discerning eye. Whether you’ll be interviewed for the press or not, it’s important that your branding is consistent on all platforms. Take the time to complete on-line profiles, update missing information and delete any ‘offbeat’ postings. Use this time wisely for a PR check-up.
5) Provide clear contact information. Make sure that you give the press an easy way to reach you. Typically, reporters respond by email, but if there’s a deadline or more information is needed, they’ll contact you by phone. Make sure they have your cell phone number and that your voice mail message, as with all social platforms, are ‘brand on.’
There are, of course, additional items that can and should be added to a media kit depending on the expert, what their specialty is, and where they want to be featured. You may want to add a FAQ section that covers frequent questions you receive from reporters and your responses. Quotes about you or your company may add value to your press release kit. Other items might include testimonials, speaker profiles, press releases, background sheets, credentials and so on. What’s important is that when you’re contacted, you deliver the same expertise and deliverables as in your press kit. There’s a learning curve for sure, but with practice, you’ll be a pro in no time.
What does your photo say about you? Need an update?
If you were a reporter checking you out, what would be their impression?
What fun or interesting facts would you add to your bio that shows your personality and human-ness?
Thoughts? Share below.