The Power of the Press (Kit)
Tuesday July 08, 2008
I’m not sure exactly when I lost faith in the press kit. It may have been after I sent my 5 millionth packet of information to reporters and got the usual response — silence. Or it could be our eagerness to kill the “old ways” and replace them with the flashy, digital-age, Web-based communications so prevalent today. Or maybe it was when a well-meaning client insisted on including 50 pages of “information” about the company, its leadership, customers, and its plans for world domination. Looking back, it’s easy to see why my faith was tested. Regaining my faith wasn’t an earth-shattering revelation, but more of a gradual reveal. It started when HemCon Medical Technologies asked us to help launch its new high-performance consumer bandage, KytoStat. To communicate to consumers via the media, we produced a media kit that contained standard press materials as well as images and samples of the product. We created an eye-catching box that included compelling copy encouraging the recipient to open the box and discover the latest in “blood-stopping” technology. Who wouldn’t want to check that out? The press kits were sent to reporters who covered health, outdoor recreation, sports, parenting and even reporters at woodworking and culinary publications. We followed up the delivery of the kits aggressively with phone calls and emails, and the initial results have been outstanding. Since launching the campaign, we’ve received at least a dozen phone calls and emails from reporters inquiring about the product, asking for more information, and ultimately writing about it. We follow up quickly with these reporters, usually within hours of being contacted. In fact, reporters have commented on how much they appreciate our rapid response to their requests. Here’s what makes a press kit campaign effective: 1) First and foremost: a compelling product 2) An engaging delivery medium 3) Aggressive follow-up 4) Quick, consistent response to reporters’ requests While I have to admit that I’m a little ashamed that I temporarily lost faith in one of the bedrocks of media relations, I have seen the light and am once again a believer.
