If you are looking to sell a product or service, you should always be looking to make sure that your product or service can make life easier or better for people. There needs to be a benefit involved with your product that will inspire people to buy from you. If you are planning your promotional activities, it can be helpful to have this attitude in mind. One of the most effective ways of obtaining promotion is through press releases and working with journalists.
You want to make your company as accessible to journalists as possible, and one of the best ways of doing this is to provide a press kit on your website. This is where you offer up a great deal of information about your firm, which will save journalists and bloggers a considerable amount of time. If you want to ensure that people will write about your business, make it easy for them. In a competitive industry, getting as much public relations for free is always a smart idea.
Your online press kit should always contain the following items:
• Information about your company
• Press releases
• Publications and articles
• Good quality images
• A FAQ section that describes your firm and stands you out from the crowd
Providing journalists with company details, background of the firm, current senior management and useful bits of knowledge and information will help to ensure that they can provide a piece on your business quickly. Including biographical information about the top employees in your firm makes life easier for journalists and it also allows you to control the story more effectively.
If you have written and distributed press releases, make sure that they are all available in your press kit. Not every journalist receives every press release. Thus by having all of your releases in one place, you can make life much simpler and easier for people who are looking to write about you.
Include previous articles in your online press kit
Similarly, if articles have been written about your or your business has featured in a publication; include it in your press kit. This gives people a chance to know about you and it gives journalists or reporters a starting point for a new story. No one wants to rehash old ground so having previous articles available ensures that people don’t just write the same style of story. Also, if you link back to the article, people will be more willing to work with you as this can help them to achieve more hits and increase awareness.
A good quality image of your company logo, products or even employees is essential if you want your story to run. If a journalist or editor has to come asking for images or needs to arrange a photo shoot to have a picture to accompany a story, there is a chance that delays can occur. By being proactive and offering great quality images, you keep everything on track, and again, you can exert a greater level of control over how you are presented.
A strong quality FAQ about your firm is crucial. It is helpful to provide answers to the key questions that someone will have about your firm. This can help to minimise the amount of time you use in answering questions. However, an interesting FAQ is a great way to differentiate your firm from your rivals, making you seem like a more attractive or appealing choice than other firms in the industry.
Given that a lot of the information in your press kit is information that should already exist or that you have access to, it shouldn’t take that long to put together. It is also something that won’t take too long to update. However, having a good quality press kit on your site provides the perfect starting point for any firm looking to develop high quality public relations.
Ursula Petula Barzey is a Digital Marketing Consultant and Founder of Moxee Marketing, a London based digital marketing agency.