Media Coverage: Making Journalists’ Job Easier
Yesterday we discussed the importance of selecting a press release topic that will pique the interest of the media. That’s just one part of the equation. An element often overlooked by companies seeking media coverage is the press kit.
Essentially, a press kit makes journalists’ jobs easier. Their time is at a premium, so you’ll be more likely to receive media coverage if you can give them background information that will help them in their reporting and writing.
A press kit can contain a variety of materials. What you include in yours largely depends on your industry and the kind of coverage you’re hoping to garner. For example, a press kit might include:
- Your most recent press releases
- Clippings of other favorable media coverage
- A backgrounder or FAQ that explains the basics of your industry and why it’s relevant
- Historical information about your company or industry
- Short biographies of the company principals
- High resolution, professional photos that can be reproduced
- Suggestions for interesting story angles that haven’t been covered in the media
If you provide journalists with this kind of information, they can save valuable research time. You should have your press kit online, and offer it in a downloadable format. You may prefer that the public not have access to your press kit; if so, you can password protect that area of your site.
The bottom line? Don’t make journalists work too hard. Your press release might be wonderful and compelling, but if you give them the background information they need, you’ll be several steps ahead in the media game.
Check back tomorrow for tips on writing an effective press release.