And a great way to get that exposure is through the media and speaking.
Not only will a news article, a speech, or an interview establish your credibility, they are 100% free.
Now, press and event planners can be a bit challenging to deal with – things move quickly, and reporters, bloggers, etc… do not have a lot of time to research your business. But know that they will check out you and your business before they consider connecting with you.
When you reach out to these people, you need to provide a condensed version of all of the important points about your company in an attractive, easy-to-navigate package. And when they visit your website, you must provide the same information in a concise and compelling way.
That's where your media kit comes into play.
A media kit is a package of promotional material that you provide to newspapers, radio and TV stations, professional event planners, and blogs regarding your business, product, or service.
Think of it as a resume for your company, and what you bring to the table.
Sometimes it is referred to as a “press kit”, but they are essentially the same thing.
A Beautiful Snapshot of Your Business
If you were to research marketing gurus to interview for a podcast, would you be more attracted to a sleek, concise, and intriguing package, or a disorganized (possibly even non-existent) media kit?
A lot of times, this is the last thing that expert businesses owners think to put together, but it is of vital importance to your image as a company and an expert.
Imagine going to a trade event, and handing out an attractive, streamlined kit to prospective media outlets…
Or having a smartly designed page on your website dedicated to the press, media and event planners…
People would immediately think you've got a well-organized and successful business, and would want to talk to you.
That is the entire purpose of a media kit – to grab attention, give information, and create enough interest so they will want to contact you to learn more.
And it should look professional.
But before we get to that, you need to have the right kind of information inside. You'll want to give a strong overview of you and your business, but not too much.
Remember, you want them to ask for more.
All of the items below can be a part of your media kit.
However, understand that you do not necessarily need ALL of these items. But you do want to make sure that your kit is designed specifically for each and every person you send it to (just like you would do with marketing to prospects.)
People do not want to feel like they are receiving a mass-produced, mass-mailed item. It's impersonal and off-putting. So make them feel like you are speaking to them, as you include these important elements:
1. Letter of Introduction – You must grab the reader's interest, be upfront about why they should care about this information, provide a table of contents of what is in the kit, and, most importantly, have a call-to-action.
Again, any piece that involves direct communication must be tailored to each and every person you give it to. If you are contacting the media or event planners in the hopes of getting exposure, whether through email or postal mail, you must include this element.
2. Business Facts and History – You need to have a basic summary of who you are, what your company does, your USP and mission statement, and anything else that is pertinent to your business.
It might also be to your advantage to discuss your history, especially if you have an interesting story to tell about how your business came to be.
Either way, this is crucial to your kit, and must be included in an easy-to-digest page so they can quickly find out who you are and what you do.
3. Products/Services – You should include a list of all of your products and services, as well as the benefits of each. If you have testimonials, add them as well.
Ideally this will be on one page, or perhaps in a colorful brochure that catches the eye.
4. High-Quality Images – This is especially true for the online version, but you also want to include high-resolution, ready-to-go images for press to use when they run a story about you.
Ideally, you should include:
- Your logo (if you don't have a logo, go to www.fiverr.com and get one made – it's only $5)
- Your headshot.
- And an “action shot” of you performing your service (speaking, coaching, etc…).
5. Current News – Anything newsworthy regarding your business should be included, as well. If you've had any articles published on other websites, have been interviewed, or if you've partnered with a charity, be sure to list those activities and include any relevant materials (or links).
These are just the basics that you should include in any media kit, but do not be intimidated! It is meant to be a living, breathing thing – something you constantly update and add to as your business grows and changes.
What is most important is that you have the basic items included in a neat, streamlined package that is easily accessible. That will get the recipient to contact you for more information.
Your Next Steps
This will also help you get booked by event planners as a speaker.
If you have a newsworthy item to discuss at the time of sending out your kit, gear your letter of introduction towards that. Otherwise, you can generalize it a bit, and suggest that your kit be kept on file in case they need an expert to come in and speak on a certain subject.
What you can do from there is start periodically putting together press releases (again, when there is something newsworthy happening – product launch, TV interview, new product or service, etc…) and send them to that same list.
You will eventually get some bites.
Of course, there are many other things you can do to grab attention – create videos on YouTube, utilize Facebook and Twitter, or even go more cutting-edge and tackle the 6-second clips on Vine.
Either way, you want to stay current and keep moving forward.
However, there is one thing you must understand: the media's goal is not to give you free advertising. They are looking for content that will intrigue and entertain their audience.
So do your prospect research. Know who you are sending your materials to, and what they are looking for!
Fun and Free
Getting press time and speaking engagements are a LOT of fun; you get to talk about something you love, and get a lot of exposure that you can leverage for your business.
So really take the time to put together an attractive media kit that will stand out and grab people's attention.
If you are unsure of how to write or put together your media kit, consider hiring a copywriter and/or a graphic designer to help you – it will absolutely be worth it.
Remember, marketing YOU is the most important part of your business!