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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PR is literally every outward expression of you and your company. It is your website, your logo, what you Tweet about and post to Facebook, your partnerships, what you wear to an industry cocktail party. Everything.

With the power of social media, getting attention for your company is easier than ever. You have more control over the outcome than ever before. But, you have to know what you are doing. You must be purposeful with your actions.

Following are 15 tips to get you started on your PR quest for media coverage. Think of it as #DIYPR.

1. Be You: Don’t make a boring and stuffy pitch. Be you. If it is an email, then it should read exactly as if you were speaking. If you are talking on the phone or in person, then relax and just be you. This is important because it ensures that you are being authentic.
2. Keep it Short: People have the attention span of flies and they have even less time to read emails, so keep your pitches, voicemails and/or whatever else short and to the point.
3. Do Your Homework: The phrase “cold calling” means reaching out to someone that you haven’t met before. It doesn’t mean reaching out to someone who you’ve never heard of before. Do your homework before you pitch your company to anyone
4. Target: Only pitch to those that would be a good fit for your news. For example, it would be a huge waste of time (yours and theirs) to submit a futuristic themed wedding to a vintage inspired blog. Just by the theme of it, you know they aren’t going to write about it, so don’t even bother. Make an effort to seek out those that would have an actual interest in what you have to say. You will be more likely to see results.
5. Make a Plan: If you have something coming up that is worthy of publication, then make a plan BEFORE the actual event. Once the event happens, you should be well into working your plan, not just starting it. Think about the publications that would a be good fit and start working on your pitch points.
6. Pick Up the Phone: No one uses the phone anymore. Everyone relies on texts and email. You will be more effective if you actually make a pitch over the phone.
7. You Are Your Best Advocate: If you have employees, be very clear with them about who can and cannot talk to press and use social media to discuss your company. You are the one who knows the in’s and out’s of your company, and you will be able to give it the best public face.
8. Social Media is PR: Like it or not, when you use social media (Twitter, Facebook and blogs) you are actively engaging in your own PR. Just by its nature, when you are on social media you are, in a very public way, promoting your company. What you say online impacts your company, so use it wisely.
9. Acknowledgment: If you use social media, then it is important that you are actively engaging in the conversation. If you set up a Facebook page, then update it regularly. This also means acknowledging Tweets, emails, comments and other messages that come your way. It is bad PR and bad customer service to ignore anyone. If you blog, consider anyone who reads your blog as a client. They might not be buying your products directly, but they are reading your words. Customers look to social media as conversation.
10. Consistency is King: Come up with your 10-second elevator pitch and use it when you explain your product to a client and in a pitch to a magazine. Your website, your blog, your Facebook page, your Twitter should all have the same look and feel, and more importantly, the same consistent message.
11. Be Humble: Yes, bloggers and magazines need content to fill their pages, but arrogance will get you nowhere. Be thankful for every mention your company receives. Make sure that whoever wrote about you knows how thankful you are. And, by the way, with the search-ability of the Internet, there is no such thing as a small media hit.
12. Know the Publication: Read several past issues.
13. Know Your Target Market: Who do you want buying from you?
14. Know Editorial Deadlines: And be early.
15. Don’t Take it Personally: Editors receive several pitches per day and are weighing a lot of elements.

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PR is the most overlooked marketing and sales tool, even though it’s the least expensive, the least risky, the most effective, and the easiest to use — when you understand how to use it. PR is the overall planning, approach, and strategy for dealing with the media, investors, stakeholders, clients, and potential clients. It is communication with your target market publicly. The bottom line is to get word out about you, your company, your products and services to those who could potentially buy from you. The good news about PR is the cost and the effectiveness when it’s in front of your target market.

PR is also human relations. It isn’t merely getting your name in the paper or appearing on radio or TV. It’s how you interact with and represent yourself to the world. PR begins as soon as you meet or are seen by others. It’s about how you treat your clients, employees and suppliers. It’s a full-time job that starts the moment you walk out your door each day – everything from how your phone is answered to how your staff presents themselves.

Consider it more than simply a way to attract attention or influence people toward buying your product. PR is an art that creates an image of you and your business, and presents it in a controlled, planned fashion that will convey exactly what you want to say without having to be obvious about it.

How do you determine if you have a good story that will result in coverage?

Determine need. Is your idea beneficial to others? Does it serve a purpose? Is it original? Does it excite? Is it different? The media is always hungry for something new; does your idea fill the bill? If you answered yes, you’re ready to craft your pitch.

Some final thoughts:

PR Benefits:

• PR increases your credibility. When people read about you, hear about you, or see you speaking, you are automatically considered an expert.
• PR helps attract new clients. People do business with who they know & like.
• PR removes price objections. If people believe you’re the best and only choice, they will pay your price.
• PR levels the playing field. Small businesses are made to appear larger than they are and this allows them to compete in any arena.
• PR is very cost-effective compared to other marketing tactics. Just price advertising.
• PR builds your identity
• PR Increases your visibility
• PR Generates name recognition
• PR Gets your message across
• PR Compels people to buy, invest, and do business with you.

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