Media Marketing for “MASS” Exposure
It’s a fact, people will generally buy products and services of which they are most familiar. Therefore, marketing a product or service to achieve mass visibility is important to the success of a company. There are several ways to market a companies product or service such as; advertisements in newspapers, magazines, television, and trade publication, or point-of-sale displays, circulars, flyers, direct mail and yellow page ads. Unfortunately, they all cost money. Yet as the saying goes “you’ve got to spend money to make money.” One aspect of Media Marketing, however, can be inexpensive, effective, and can achieve maximum publicity and exposure to enhance a companies visibility. That aspect of Media Marketing is the use of a publicity kit in arranging on camera interviews and comments.
Simply follow these steps and you’ll be the one the media turns to for features and interviews.
1.) Contact the media yourself, either in person or by mail. Or contact the sources the media turns to for information – let the media know about you and your company and that you are available for comment. Ask that they ensure your name will get mentioned when the media ask for people to contact for comments and interviews. Create a Preferred Media Mailing list with names of edit or producers and their addresses and phone numbers or every publication your potential customers would read.
2.) Prepare a publicity kit immediately and keep one on hand and up-to-date at all times, as the media will request to see your kit prior to an interview. *
The Following are the Components of a Publicity Kit:
• YOUR BIOLOGICAL PROFILE – Written in letter format, single spaced and preferably one page. List your accomplishments, career and educational background, fundamental goals in relation to the company or event you are publicizing, a pithy or substantive quote, reference to previous media attention you have received, awards or professional accomplishments and a profile of any other key individual involved.
• A DESCRIPTION AND HISTORY – of your business in letter format, single spaced. Stick to the facts when writing description and history. State the guiding principles behind your business, the primary activities and the general plans for the future of the business.
• A 5X7 OR 8X10, BLACK AND WHITE GLOSSY PHOTO OF YOU
Professionally done. Keep plenty of head shot photos of you on hand for publicity kit, brochures, mailers, newspapers and magazines. Keep plenty of candid intriguing action shots of you on hand for newsletters, newspapers and magazines. When including your photo on printed material, always have a quality screen photo made. The following is a rule of thumb when having a photo screened. 65-dots-per-inch for newspapers 135-dots-per-inch for magazines 150-dots-per-inch for brochures.
• A COMPLETE DESCRIPTION of your product or service – in the same format as biographical profile and description and history of your business.
• A SAMPLE OR 5X7 OR 8X10 BLACK AND WHITE GLOSSY PHOTO of your product or service.
• COPIES OF ARTICLES WRITTEN ABOUT YOU – or letters of endorsement. When making photo copies, use high quality paper such as Hammermill Laserprint, Mead Moistrite X02, or Union Camps York Town.
• A BROADCAST RESUME – listing all the dates, times and sources of all such events, programs, and stations where you have appeared. Should you not have any broadcast experience, list your public appearance experiences such as; any professional presentations, courses or seminars given and speeches or other public appearances.
• FEATURES, STORY HOOKS OR A LIST OF QUESTIONS – interviewers can ask that focus on unique aspects of what you do. Make a list of attention grabbing questions, but do not memorize your answers to avoid having the interview sounding canned or boring.
• A SAMPLE OR NOVELTY of your product or service that creates interest in your work. Be creative in this area. You want the media interested or it won’t get any further than this point.
• A NEWSWORTHY PRESS RELEASE -double-spaces with 1″ margin all the way around and standard typeface. In the press release state the name of the contact person, right hand corner and date the information is ready for release such as; “IMMEDIATE RELEASE”. Next, include an attention headline. In the body of the letter, state location, date of event and include at least one good quote regarding the event you are holding. Send press release in a letterhead envelope if mailing by itself and in red ink, write the word “FLASH” on the ‘”envelope.
• A QUERY LETTER – Written like a regular letter. Make it appealing and intriguing causing the editor to want to read the information. When packaging your media kit, color coordinate your folder with logo and stationery. Make sure you have plenty of copies of everything on hand at all times. On the left side of the folder place photographs and articles of you. On the right side of the folder place cover letter and all other items listed. Then place folder in a large envelope, again with logo imprinted. Most importantly, call prior to mailing your publicity packet to get the specific name and title of the person to whom you are mailing and let them know the packet is on it’s way. After one week of mailing packet, place a friendly call to the person you mailed to and ask them if they have received you publicity kit. Finally, save packet for other media if it is not accepted there. Check the next person on your Preferred Media Mailing list and don’t give up. Media features and interviews do not have to be just for the big guys. We all have something important and interesting to offer the public. So be creative and have fun. In the meantime, take some public speaking classes to get used to speaking in front of people. Before you know it, your company too will be the one in which people will be most familiar.