Why Your Colleagues are Getting Press Coverage…and You’re Not

Did you ever see a colleague’s name in print, cited as a source in a news article, and wonder “how’d they make that happen?”

Well, if you’re thinking they have an expensive PR consultant who’s pounding the pavement, promoting them, you’re likely wrong.

They probably have a great media kit.

Being cited as a source in a news article can certainly help you take your consulting practice to the next level. (Read more about this in our previous post Why You Need a Media Kit…Before a Reporter Comes Calling.) But getting in front of reporters is another story.

Reporters are busy people under constant pressure from deadlines. This means the information you send them – in the form of a media kit – needs to be timely and appropriate.

So when developing a media kit, what kinds of information should be included in yours? Here are some basics:

• Introduction Letter – Explain why a reporter would be interested in using you as a source; for instance what unique insight, perspective, or experience do you have…and how does that relate to the topics the reporter writes about?

• Fact Sheet – This offers a rundown of all the important facts about your business. It should include your name, contact information, website address, how long you’ve been in business, and a quick overview of what you do and services offered.

• Bio – Include a short bio about yourself. When writing it, think about what key facts or accomplishments would make you stand out, such as leadership positions at industry associations. (If you have a professional headshot, be sure to include it on a CD in the kit, as well.)

• Past Coverage – If you’ve received any coverage in the media, or even penned a letter to the editor, include copies of it in your media kit. Reporters want to know what’s been written about you in the past.

All this information should be neatly packaged in a standard-sized folder, with a slot for your business card. Keep it simple, practical, and professional. Don’t let your messaging get lost in a flash of fancy graphics and images.

Even though you should invest in printing paper copies of your media kit, it also helps to create a section for it on your company’s website.

Finally, a word of advice: A really good way to annoy a reporter or editor is to send them a media kit that has nothing to do with the beat or news category they cover.

So do your homework first. Visit the publication’s or news outlet’s website to see who covers your industry, or make a note of who is writing the articles or covering the topics that you’d be a good source for. Be sure to send your media kit to their attention; otherwise, if it doesn’t get into the right hands, it’s useless.

Need Help With Your Media Kit?

If you know you need a media kit, but aren’t quite sure where to begin, contact The Clever Consultant. Our expert designers and copywriters can work with you to develop the contents and help ensure it gets into the right reporters’ hands.

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