In order to effectively conduct a publicity campaign, you must have a Media Kit, both a print and online version. I always have print versions in my car, just in case. The following are items you should have in your media kit.

• Company Fact Sheet
• Backgrounder
• Biography
• Testimonials
• Publicity reprints
• Your most recent press release

I. Fact Sheet

Description of company, when you were founded, company history

Description of key products and services

Listing of special achievements / awards

Listing of company headquarters address and contact information (Website, etc.)

Number of employees

Listing of all locations

II. Company Backgrounder

Depending on the other press materials, this information can include in-depth industry information (especially for a new or rapidly changing industry), or more information on the company or its origins. A backgrounder is basically a history of the business.

III. Biographies

Biographies provide the media with additional information about key personnel. The CEO/President and other media contacts or key individuals should have biographies.

This information should be no more than one page. A comprehensive bio includes:

Name, title, list of responsibilities

Education

Awards

Professional affiliations

Community involvement

Personal information (optional)

IV. Testimonials

Ask every satisfied client for a testimonial. Most are happy to oblige. Be sure and use them.

V. Publicity Reprints

Include your most recent news items. All items, no matter how small, should be copied and kept in a clip book for future use. Or, put your book in your office lobby for clients and prospects to look through while they’re waiting to see you.

VI. Press Release

You can also include a press release on a current “hot” product/service, to provide a possible angle for the media.

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Let’s visit 60’s singer Tom Jones, who became one of the most popular vocalists to emerge from the British Invasion. Since the mid-’60s, Jones has sung nearly every form of popular music pop, rock, show tunes, country, dance, and techno, he’s sung it all. On stage, Jones played up his sexual appeal; it didn’t matter whether he was in an unbuttoned shirt or a tuxedo, he always radiated a raw sexuality, which earned him a large following of devoted female fans who frequently threw their underwear on stage. And I was one of them. Throwing a red pair of bikini panties onstage (I had bought just for the occasion) to the tune of “She’s a Lady.”

Years later I was relaying this story to a friend of mine — a very famous publicist/manager who had managed Jones’ career in those days. He told me this: at Jones’ very first concert, this very famous publicist/manager paid 10 girls $50 each to throw underwear on stage. Tom’s very successful career and image were made for $500.

So, Just what is image?

Image is your wardrobe, grooming, and nonverbal communication. Combined, these factors can make you stand out as competent, knowledgeable, elegant, gracious, powerful, or anything else you choose to communicate. It’s about communication and connections and it plays a huge role in who is successful and who isn’t. People want to do business with other successful people. So you need to look the part. And act it.

In this economic downturn, people are still spending, but thinking twice as long about whom they do business with. So, you have to stand out—in person and online. People must see you as confident, competent, and, most importantly, their trusted expert.

In a face-to-face encounter — whether at a networking event, a business meeting, or a dinner party, consider the following:

• 7% of others’ judgment comes from the words you use.
• 38% comes from the vocal tone and inflection you use.
• 55% of the message transmitted comes from your appearance and body language.
• More than half comes from the image you’re projecting at the moment.

As our mothers told us, you never get a second chance to make a first impression. Do it right. Your image also tells potential clients who you are, who your company is, and what you stand for. And this image speaks volumes about what your customers can expect from you.

The goal is, of course, to create an image that causes prospective clients and customers to follow and do business with you.  And, be assured, image is reality. It is the first component people see when they are introduced to you whether in person, online, or in a photo.

In closing, remember this: branding is about other people’s perceptions of you. You have the power to control these perceptions with your actions and presentation. Just like Tom Jones.

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