You’re Going to Need a Media Kit
My last post covered press releases, what they are and why you need one for your book. Today I want to talk about your media kit. And what better advice could I give than that of an expert on media kits? So I reached out to Sandy Poirier, at Smith Publicity and asked her what she thought, so I could share her expertise with you. And she was kind enough to help me out. Here’s some of what she shared.
Why Are Media Kits So Important
Sandy knows the how’s and why’s of media kits. As a Publicist, she uses them all the time to shape her clients’ message and generate interest. In other words, she uses them to do what they’re meant to do. A good media kit shows you in a positive light, Sandy says, and although journalists will often do their own research, your media kit allows you to control the narrative. Plus, a robust press kit makes the journalist’s job easier, which means they are more likely to choose you for their next story. And believe me, I know this first hand, just today I interviewed author Elliot Ackerman about his recent book, Red Dress in Black and White, and I would have loved to see even more juicy details on his website.
Sandy also says media kits serve to make you look more professional, establish trust, and showcase your best, relevant information in a nice package for the press. This makes it easier for the press to cover you, and because they’re busy, this is essential. And let me tell you, I’ve had authors land interviews based on their media kits!
What Should Be Included in Your Media Kit?
Besides your press release, bios, headshots, and any newsworthy information, Sandy says, “It’s a good idea to include statistics that add perspective to your key messages.”
What she means by this is including previous media coverage and testimonials to give an idea of how you’ve been covered in the past. This helps editors, reporters and producers get an idea of your message and whether or not you’re a good fit, and once again, adds credibility.
Some other things Sandy recommends:
1-Include your company logos, videos, and head shots if you have them. Why, you ask? Because, “Television programs want to see that you have video or images that will coincide with your interview,” she says.
2- Sandy also recommends linking to your social media accounts. She suggests including links to your two most active pages. And if you have an impressive number of followers, include your follower count. “Large followings can pique the media’s interest more than you’d think.’’
This is why, in my personal branding coaching and courses, I always emphasize the importance of your social media presence, friends! And remember, just 1,000 followers puts you in micro-influencer territory!
3- Finally, Sandy says you should always let the media know how you’re willing to collaborate. Let them know if you’re up for writing articles, doing interviews, or providing commentary. This is another way they’ll determine if you’re a good fit.
Now About Those Other Interviews…
A big part of establishing credibility is proving that other outlets have been interested enough to cover you. It may seem obvious, but if you’re including your previous interviews, make sure they’re your strongest work. I recommend creating an In The News section.
If you’re working towards a television interview, they’re going to want to analyze your on-camera presence. Because, Sandy says, “Quite often, national and top market TV programs won’t interview until they’ve seen how you conduct yourself on screen.” If you include footage where mistakes were made on your part, or the interviewers, she warns, it could look unprofessional and backfire.
The same, clearly, can be said of bad print interviews. So make sure what you include serves you. If it doesn’t, don’t add it to your press kit.
Four Ways to Use Your Media Kit
1- Invite Journalists, Bloggers, Podcasters and Reviewers to view your media kit.
2-Have it available on your website and other online profiles if it’s an option.
3-Keep it handy for anyone who reaches out to you.
4-Take it with you to those conferences you attend.
In conclusion, you need a media kit if you’re expecting to be taken seriously. And to reiterate what Sandy said, having all the information needed on hand makes it much easier for anyone interested in giving you coverage to do so. All the things that your media kit contains add to your credibility, which means you’re more likely to get attention, interviews, and other opportunities. And the more of these opportunities you get, the more will come your way! See, where this is going? All of these little steps add up to cementing your brand. And your brand is how you engage, how people view you, and how you build a loyal following of Superfans!
