I recently built a website for an event featuring a group of related businesses. The toughest part of the job was getting basic promotional information from each of the businesses; simple things like their logo or an image of their business location.
A common response was “it’s all on my website.” Except it often wasn’t, at least not all of it, or it was difficult to find.
Promotional package, media kit, promo package, press kit – whatever you call it, you need to prepare one now so it’s ready to send out immediately and you’re not left scrambling to find material.
You never know who’s going to want basic information about your business. In this case it was an event organizer, but it could be the media, an influential blogger, or a business association. Be professional and have a basic promotional package or media kit ready for them. You might need to supplement it with special information relating to the particular situation, however, you’ll have the basics all done.
But it’s not simply about making it easy for someone to get your information, it’s about keeping some control over how your business is presented.
For example, many businesses did have their logo on their website – except it was mixed in with other graphics and when it was cropped out, looked amateurish. All they needed was a stand-alone version they could instantly email.
Same with text. Yes most people had something about their business that could be used for a write-up, but very few had a clear, single paragraph or two. And none had a write up that was targeted towards the event. Again, they did not control what message was being sent out about their business.
What should be in a basic promotional package?
- Your Logo
This should be high quality so it can be used in print, preferably with a transparent background so it can be used on any background, and preferably in different versions (vertical, horizontal, one-colour, full colour, and so on). - About Your Business
Two or three short paragraphs about what you do, with the opening paragraph able to stand on its own in case a very short write-up is needed.
Include some exterior and interior high quality images of your business, where appropriate.
An FAQ about your business can be helpful too – I’ve seen FAQs turned into mini-interviews by media outlets. - About You
Two or three short paragraphs on your background, qualifications, and so on.
Include a high quality recent photo of yourself, preferably in a couple of versions, such as formal and informal shots. If you have staff and it’s relevant, include images of them as well or a group shot of your staff in a formal or informal setting. - Testimonials/Awards
Include some quality testimonials or recommentations; simply saying “They’re great” is not very useful. Include photos or logos where you have permission to do so.
If you’ve received a recent award(s) be sure to include details, a logo if there is one, and a link to the organization who gave it. - Contact Info
I mention this separately because sometimes people forget to include it in About Your Business or they have additional contact information they don’t want made public. So be sure to make this contact info very clear in your package, along with restrictions (call times, can it be made public, etc.)
I would zip up all of this into a single file that you can easily email to someone.
I would also put all the files onto a page of your website and link to it from appropriate pages, like your About or Contact pages. If it’s likely you could lots of requests for information, put it on your main navigation too. And of course you can just email the page link to anyone requesting information. If it’s not something you want available to the public, then password-protect the page, but be sure to give that password along with the link!
As I said, in each situation you’ll want to supplement this basic package with additional material relevant to the situation. For example, you might create a short video addressing some issue the media is interested in or you may have a PDF of details for the event you’re participating in.
Don’t leave your business’s image entirely in the hands of others.
What do you have in your promotional package or media kit?
What's Your Take?