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For those with relatives,
friends, or coworkers in the
military:
When Someone You Love is
Deployed, by Susan Dunn.
Having someone you love
deployed, whether child,
partner, relative or close
friend, is extremely stressful
(Read the rest of the article
here) |
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Media Kit: 25 Component Possibilities
Copyright © 2004 Catherine Franz
http://www.abundancecenter.com
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Media kits,
virtual or print, include a combination of information whether created for
electronic delivery or print. The number of components depends on the kit’s
focus and intention. For instance, an author’s kit would include a different
combination of information than a service business, or a multifaceted
company or speaker.
Here is a list of component elements to pull from and tips to bring a media
kit together. No single kit will need all components. Choose the components
that match your or the receiver’s needs.
- Table of Contents (TOC). Kit receivers
always appreciate this feature; it respects their time. I recommend this
rule: five or less pages, include the TOC in a personalized letter,
using design elements such as bold, larger font or centering to set
itself off from the rest of the letter. Six and more, use a single
sheet. And place the page before all other pages, including the letter.
For electronic delivery, use color, to help gain attention.
- Company Information. An "About Us"
page includes contact information. It is also an accumulation of other
aspects about that company, however, in summary format. When founded but
not how founded, vision and mission, simple list of services or product
or just an overall view.
- About Our Departments. If you have
several different departments in your company, you can include a page
with a summary of each departments responsibility.
- About You. Similar to number 2 with
the focus on a
single individual. You will want to focus the language and
information to exactly what the media needs to know. For example,
solopreneurs the particulars would be about you, credentials, and
information with a single focus. Similar to a resume but not quite.
- Founder Page. Do you have a company
founder with an interesting story of how they started the company? It
doesn't matter if they are deceased or retired. Honor their tenacity and
creativity with their picture.
- Upper Management. It is important to
stress any special skills or background in the company that is an asset.
Use one page per management level or several on a single page. Several
pages are okay for this section if it supports the media request.
- Services. One per page or several to a
page. If you don't have enough material for a whole page, create enough.
If more than one service, add a list of the other services at the end of
the page to indicate what else is available.
- Products. Use service tips above. You
will want to include whatever pictures need to depict the product.
- Employee. This component is seldom
included, yet it is a significant way to demonstrate how the company’s
differences. This information is about the staff as a whole.
Presentation depends on what the intention of the media kit. Statistics,
number of employees, tenure, company events, or community projects, work
well here. If the statistics don't shine, don't include.
- Company History. Adding a history can
make or break media attraction. If a young company you might think it’s
could be a negative element, not true. Depends on what side you are
presenting in the kit. For a season company, it is a must. What prevails
or whether to include or not, is how interesting is the story. If it is
interesting or creates curiosity, include it.
- Awards. Include any awards or special
interests of employees. Do you have published authors in your company,
an Olympic participant, or something else? Consider including. Sometimes
a backdoor interest can bring media coverage in. If there is only one
award you can add it on another page. To create a whole page from short
information, list past winners or describe the selection process.
Ceremonial pictures add interest.
- Distinction Page. This page needs to
show how the company is different. Comparison charts, like those found
in most software product sales information pages, are easy for readers
to scan and comprehend. Graphs also work well.
- Client List. List clients whether they
are well-known or not. If your client list is extremely confidential,
mention this in lieu of the list. You can expand the information by
providing some brief background information about the client.
- Company Affiliates. If you have a
formal affiliate program, add this information. If you use top quality
vendors, add their information as well. Connection add flavor to being
attractive.
- Press Releases. Use releases with
dates less than 90- days.
- Publication List. If an author, where
published. If short, expand by adding details about the publication. A
few summarized paragraphs will do. If you are or where a columnist or
write your own electronic or printed newsletter add this information as
well. Add copies only if relevant and current.
- Speaking List. Have you spoken at
events or to groups?
List, if old, don't include when. Instead group by categories. Include
panel participations.
- Radio/television appearances. Guest or
host, doesn't matter. Tell them where they can listen to any audio or
video clips. I don't recommend including. They are too expensive to send
and for receivers to store. You want to set the availability information
off in some sort of design element to make sure it isn't missed. To
expand an appearance I like to suggest adding elements about how you got
on the show, what you did and didn't like, or other details about the
experience. Human interest stories always spark interest to the media.
Give enough to peak their curiosity.
- Personal Story. What is your personal
story about starting the business, creating a product or service? Is it
a rags to riches story? Usually people don't think they have a good
enough story to include, however, that normally turns out to be fiction.
Look for the buried treasure, dust and polish to see the shine. Someone
that can write from a charge neutral standpoint is best for these.
- Testimonials. You can spread
testimonials throughout the components using pull quote design effects.
And also have their own page. To expand, enlarge font size or reduce
margins.
- Endorsements are personal
acknowledgements. For media kits, credibility stands higher. They
include more detail than testimonials. Add copies of special endorsement
letters or just mention them in other components. Only add with the
endorsers permission. Products and book authors frequently include
these. Be creative with this in your kit.
- Reviews. Product or book reviews are
not endorsements. Reviews give an overview charge neutral opinion.
Reviews have their own language. To learn that language, read movie or
book reviews.
- Frequently Asked Questions (FAQs).
This component is a must in every media kit. Normally, media reads these
pages first or second. Formulate questions by asking media personnel.
Don't guess what they want.
- Photos. For trainers, speakers, or
other professional services, color photos are too expensive to include
and aren't necessary. A small 6x9 black and white is appropriate.
- Community. Add volunteer projects you
have worked on or positions you have held. To expand, add additional
details about the organization.
Note: Two-side pages count as one page.
When you are ready
to send out a media kit, pull together the pieces that fit, create a
personalized letter, slip in the contact person’s business card, usually the
same person signing the letter, and its ready to mail or e-mail.
A beautifully
designed media kit is nice but not necessary. Visual impact is important,
yet, you can do this with a matching color theme and quality paper. Content
needs to be the first and foremost focus. Fancy-looking media kits but if it
doesn't say anything to the receiver, it’s trashed. Value is in the
information and news worthiness.
*********************
Catherine Franz, a Business Coach,
specialized in writing, marketing and product development. Newsletters and
additional articles:
http://www.abundancecenter.com. blog:
http://abundance.blogs.com. |
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