There is nothing more exciting–or better for your business–than media coverage. Landing a feature story in print, or being quoted as an expert source in an online article can exponentially boost your footprint in your market and set you apart from your competitors.
As a member of the media, I am always looking for good stories to write about. But most companies forget this side of marketing. Or they don’t know how to achieve it. Especially if they are a smaller company.
So far this year I’ve published more than 20 feature stories about local businesses and business people that appeared in newspapers and high-end glossy magazines. Not only did these people receive a beautiful story, they were able to use their media appearance in their marketing and social media programs to garner even more coverage and credibility. Some printed out copies of their articles and used it as a giveaway at appearances and trade shows. Others framed their article and mounted it prominently in their place of business. A few made podcasts or videos of their radio or TV appearance and posted it on their own media channels. Even more referred to their third-party coverage in sales presentations to help close the deal.
Best of all, feature stories generally don’t cost the company anything. Media coverage is free!
Benefits of Media Coverage
- It’s free
- It increases awareness of your products, services and mission
- It establishes you as an expert
- It builds credibility with a third-party endorsement
- It engages your audience; people read stories but skim over ads
- It demonstrates your product or service, and often its outcome of use
Why Do I Need an Online Media Kit?
Very few, if any, of the smaller businesses I profile have prepared an online media kit (also called a press kit or digital media kit) in advance. This means the business owners are scrambling at the last minute to locate pictures, take head shots, gather past media coverage, and create a backgrounder. And with the media often needing last-minute responses, this may keep you out of the running for a feature story. We may have to go with the best and quickest source to meet a publishing deadline. It’s best to be prepared.
Journalists often don’t want or accept attachments either. They prefer one link to your online media kit where they can find the background information and facts they need for their article all in one place.
Preparing an Online Media Kit for your Business
Much like your website, there are certain elements that make a media kit a success. They include:
- Company Profile
Create your “about” page to define your company background. Ensure that your profile includes facts, figures and dates. Tell the media what your company does and why it is important. Offer your mission and vision, if applicable.
Create a bio for each of the key players in your organization and post professional color headshots that the media can use in its story.
- News Coverage
List any previous media coverage, along with links to the article or interview. Post links to relevant press releases.
- Potential Story Angles
Offer the media a short list of story ideas and angles that would make an interesting article. Think beyond self-serving to how your expertise changes lives. Offer key questions. Tie in to current or seasonal events, or current problems that your product or service can solve.
- Product Photography
Offer a set of photographs showing your product or service in action. Include people in your shots, if possible. Create short videos demonstrating your product or service and include links to them.
- Brochure Links
Create a short list of your main products or services. Post a list of your available brochures with links to their PDF copies.
- Contact Information
List all of the important media contacts and outline their title and role. Include all contact information including office and mobile telephone numbers and email addresses, and location if different from your headquarters. List all contact information for your company including the physical and web addresses.
Let All the Buzz Write Your Online Media Kit
Hiring a professional writer–one who is also a member of the media–is the best way to ensure that your online media kit contains the information the media wants and needs. If you need assistance creating your online media kit, please contact us. (We’re also looking for good stories!)
I, like other writers, am always looking for good stories. When we writers find something we think is interesting, it is likely that others will find it interesting as well, so we pitch the story idea to magazines, newspapers, online media, etc. If the publication also believes their readership will benefit from the story, they will contract with us to write it.
But how does a story get from your company into the media? Continue reading →
I foolishly knocked my carriage clock off the mantle while cleaning one day recently and was heartbroken to see its shattered condition on the marble hearth. So I picked up the pieces and took the remains to a local clock shop.
The news wasn’t good. My clock was so badly broken that all that could be salvaged was the Seth Thomas brass face. A customer standing in line behind me, carrying his own broken mantle clock witnessed this transaction and commented on how beautiful my bright clock face was. He thought, in fact, it might fit into his own clock, which had a tired, faded face.
We held the face up and it seemed to be a perfect size match. He purchased it from me on the spot.
You Never Know Who’s Listening
While he was waiting for the clerk to research his problem, we struck up a conversation. It turns out he’s an author and has just published his second book: Titanic’s Resurrected Secret–HEW.
Having done a lot of reading about the Titanic and its survivors, I was interested–not only in the book, but in this fascinating man and his stories. Continue reading →
Working with clients, in many varied industries as we at All the Buzz do, it’s interesting how we come across the same questions over and over again. One I’ve heard most often is, “How do I work with the media? I have a story I think needs to be told.”
I must admit, even I had a fear of the media when I was an executive. Since I’ve been (and still am) a member of the media for over 30 years now, I want you to know that we’re just people. And anything you can do to make our jobs easier is always welcome.
Here’s how you can help us: Continue reading →
Are you a celebrity watcher? Well, you should be.
A great way to land some PR about your business or service is to play off a major celebrity news story.
Here’s an example we recently helped create…
When Kim Kardashian and Kanye West married in March, we discovered that they were honeymooning at Castlemartr resort in Ireland. Our PR alliance approached our client, a sister castle property in Ireland, who jumped at the opportunity to have us create and distribute a press release on how anyone can honeymoon like the stars…at THEIR property–Dromoland Castle.
The key to success is timing
All the Buzz was called upon to assist in creating buzz around a new restaurant opening–in Ireland. Located at the newly-renovated The Inn at Dromoland, Shannigan’s offers the unique and warm atmosphere of a Gastro Pub at the resort property of Dromoland Castle. Learn more in this press release.
Dromoland Castle took over what was formerly the Clare Inn adjacent to its property, renamed it The Inn at Dromoland, and has been performing renovations to the Inn ever since. The opening of Shannigan’s is the latest in its upgrade of the property to it famous standards.
I was fortunate enough to stay at Dromoland Castle just a couple of years ago and encourage anyone interested in experiencing the elegance and hospitality of staying in an Irish castle to visit.
For the first time, Potomac Swim School will be participating in the attempt to break the Guinness World Record(tm) for the World’s Largest Swimming Lesson(tm), and didn’t know how to let the world (at least their local world) know about both the event and it’s purpose: to raise awareness for the Importance of Swim Safety. The event is scheduled for June 18, 2013.
In conversations with Potomac Swim School owner, Donna Boone, it was determined that the best plan of attack was Continue reading →