Keeping the Faith: The Power of the Press (kit)
Media Relations
01.19.2009
I’m not sure exactly when I abandoned this old standard. It may have been after I sent my five-millionth packet of information to reporters and got the usual response — silence. Or it could have been the eager push to replace the “old ways” 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, its customers and their plans for world domination.
Looking back, it’s easy to see how my faith was tested.
It returned — not as an earth-shattering revelation, but more of a gradual realization. It all started when we developed the plan for launching HemCon’s new consumer bandage, KytoStat. To communicate to consumers through 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 and discover the latest in “blood-stopping” technology.
We sent the press kits to reporters who covered health, outdoor recreation, sports, parenting, and even woodworking and culinary beats. We followed up the delivery of the kits aggressively with phone calls and e-mails. The initial results have been outstanding.
Since we launched the campaign, at least a dozen reporters have called for more information, and ultimately, written about the product. Many commented on the quality of the press kit and its contents and actually thanked us for sending it (never heard that before from a reporter). We quickly followed up, usually within hours of being contacted. In fact, we were thanked for our rapid responses to their requests.
While I have to admit, I’m a little ashamed of my temporary loss of faith in one of the bedrocks of media relations, I’m thrilled to report that I am once again a believer. Here’s what makes a press kit campaign effective. Try it and believe:
- First and foremost, a compelling product. You can’t control the product — but everything, no matter how mundane, has a relevant and gripping story. Discover who will be most affected by the new product and focus on telling them the story.
- An engaging delivery medium. Don’t overshadow the product, but make sure you deliver something that demands to be opened.
- Aggressive and pro-active follow-up. The walk back from the mailbox should not be your last step. Follow-up not only ensures receipt, but also builds valuable and lasting relationships with reporters.
- Conscientious responses to reporters’ requests, good reactive follow-up. Be able to add additional insight and value once the reporter starts asking questions.
*This article was originally published in the May 2008 issue of PR Tactics.
