SpeakerNet News Compilations
Publicity Kit Ideas
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Many people gave me great ideas of what to include in a media kit and how they included a page for the media on their Web site. The most thorough feedback on what needs to be included in a media kit came from Joan Stewart, author of "The Publicity Hound" newsletter. See her article. Here are other media kit ideas and examples of what other speakers have done on their Web site:
Media Kit Components
Besides Joan Stewart's feedback, here is an additional perspective on what to include in a media kit:
-- Lisbeth Wiley Chapman
In my book and audio Get Media Smart! Build Your Reputation, Referrals and Revenues with Media Marketing, I cover the necessary ingredients for developing a Media Kit. It takes good ideas, time, and consistent follow through to get the media to respond to you as an accessible, trusted expert. It is not a "once done, then finished" proposition. Regularly send story ideas to your target market media. Aim high, send ideas to all national publications that cover your topic. They are ALWAYS looking for new sources. Also, focus on trade and professional publications where you can often get a by line article published as compared to a one inch quote in a more prestigious publication. Interestingly, most people don't remember what you said, they remember that you were perceived to be wise enough and important enough to be quoted -- a third party endorsement. The issue is not how many people see the initial publication, but what you (after securing reprint permission) do with the clip in making certain your target prospects see it.
Pitch or sales letter to reporter or editor
- First Paragraph: Why this topic is of interest to reader/viewer
- Second Paragraph: What credentials give you the expertise to discuss this topic (briefly)
- Third Paragraph: When will you follow up. Add the address of your Web site
Professional biography (this is not a resume)
- First paragraph: Sell what you do, for whom, with what expected results. This is the only part of your bio that will be read in all likelihood and most people waste the attention by burying their core message.
- Second Paragraph: Quantify and summarize credentials that make you an expert
- Third Paragraph: List on relevant previous experience
- Fourth Paragraph: Education, civic activities, honors
Professional photo: Never use a photo that is more than two years old. Make sure you have both black & white and color. Many publications printed on glossy paper are moving exclusively to color.
Other story idea lists, so that the reporter knows what else you may be helpful with as an expert source. You never know when they might need you and it may NOT be the story you contact them with in the first place. Contacting the media is like contacting any other purchaser of your services.
Corporate capabilities brochure or consulting one-sheet that shows the breadth of your services.
Previous clips that show you in a good light. Reporters want to know that you have been vetted by other reporters.
Adding Media Page to Web site: Many media are doing much of their research on the web. It is entirely appropriate to add a page for the media that incorporates or links to much of the material above. The availability of such a page needs to be prominently discussed in your Pitch Letter (above) to direct their attention to your Web site by correct URL and page address of the media page.
-- Lorri Allen
As a journalist, I will tell you what I like to get in a media kit.
- Articles you've written on the topic you're pitching. Or the book, if that's the angle. Some TV stations want 3 copies of a book: One for the host, one for the segment producer and one for the assignment editor.
- 1 or 2 article reprints about, not by, you on the relevant topic/angle.
- Headshot -- not necessary, but good, especially for print outlets.
- Bio -- one page, bullet-point accomplishments.
- For television, if you have beta or digital footage of you speaking or doing what you're talking about in your book, let stations know it's available for their use. They always need b-roll.
- For Extra Attention -- if you have something cool to add that makes you stand out, include it in the package -- but it must be relevant and cannot look like you're trying to buy coverage. For instance, say your book is on building the perfect sandcastle... it would be appropriate to send your kit in a plastic pail. It wouldn't be OK to send a roundtrip ticket to the beach.
Putting a Media Page on Your Web Site
-- Connie Merritt
Connie has the media info in a protected part of her Web site, so media folks needed to contact her to get the password to see it. I asked Connie why she keeps her media section protected. Her response:
That button is when I talk to media people and they want info specific to my appearance. There are facts about my book, suggested questions to ask me (which they always use and I'm totally together in my sound-bite-answers) and other private things I don't want the general public to have access to. When I talk to the media contact, I give them the code and password. This makes them feel special and makes me appear like I have lots of media traffic at the site.
I think I'm going to add another for the bureaus.
-- Captain Bob Smith
This will work if you put the right meta-tags, description and title on that media page of your Web site. Then the search engines can find you.
You can add addition pages for each interview you have a topic. You need nothing more for a media kit. They just down load the page of interest and call you to set up the interview. The media one page will have everything they need including suggested questions.
-- Christine Clifford
Regarding your request for people who have used a media page on their Web site, you might want to visit my site. While I don't have a "separate page", per se, I do post the most recent media events (see "Leeza" posting right on my home page), as well as I keep a list of all the media events I have done on the section called "The Tour". It has worked well for me, and I get a lot of radio interviews off my site.
Also, regarding what to send when you receive a request, one of the helpful tools I have created is a special video demo created just for the media. It has clips from television shows such as CNN LIVE, Lifetime Television Network, as well as clips from local broadcasters all over the country. It is only about 20 minutes in length, but shows I have broad experience and can answer a variety of questions, as well as demonstrates some good program ideas.
-- Marilynn Mobley
I'm a PR and business communications consultant in Atlanta. I've helped to develop Web pages for several companies/people and am particularly interested in the media section. I'm also a professional speaker, so I'd like to suggest you visit my Web page as an example. It's new, so I'll be adding more media hits soon. I'll be in upcoming issues of NY Times, Parenting, Good Housekeeping, U. S. News and World Report, plus several newspapers. I've gotten great reaction to it.
Here are some Web sites I've helped developed that you'll find have media kits. Although two are product-oriented, you'll get a feel for the style and type of info used. Go to www.thepapertiger.com, www.emtpitcrew.com, and www.hemphillandassociates.com. (Perhaps you know Barbara Hemphill, a well-known speaker. Her page is under construction, but you'll still see a lot).
-- Ed Brodow
Ed Brodow uses a service for his media contacts. Check out his page.
I asked how much this costs him a year. Ed's reply:It's a yearly fee, $250 I think (not sure). I like their format, with the questions (interviewers actually use them). I have had quite a few radio interviews as a result (one is coming up). I don't have a media page on my domain. Guestfinder is one of about a dozen sites I maintain; they all link back to brodow.com. Best investments I ever made.
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