Keeping the faith: The power of the press (kit)

I have a confession: I lost faith in the press kit as an effective PR tool. But thanks to some recent work on behalf of our client, HemCon Medical Technologies, my faith has been restored in the old-school press kit.

I'm not sure exactly when I lost faith in this old standard. It may have been after I sent my 5 millionth packet of information to reporters and got the usual response - silence. Or it could have been our eagerness 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, customers and their plans for world domination.

Looking back, it's easy to see how my faith was tested.

Regaining my faith wasn't 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 it and discover the latest in 'blood-stopping' technology.

The press kits were sent 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, and the initial results have been outstanding.

Since we launched the campaign, at least a dozen reporters have inquired about the product, asking for more information, and, ultimately, writing about it. Many have 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 followed up quickly with these reporters, usually within hours of being contacted, In fact, reporters have commented on how much they appreciated our rapid response to their 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'm thrilled 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.
• An engaging deliver medium.
• Aggressive follow-up.
• Quick, conscientious response to reporters' requests.

David Chatham is senior vice president of the technology, economic development and professional services at Capstrat in Raleigh, N.C. He has 13 years in communications, which includes positions at Brodeur Worldwide and IBM.