Is the Tryptophan from the turkey still tripping you up? You better put down the baster and get your creative juices flowing to whip up an awesome press kit. You’re about to read an expert from my book “On Air – Insider Secrets to Attract the Media and Get Free Publicity”.
I’m going to take you inside the newsroom so you can see the press kits that grab media attention.
To create some buzz about your company or an upcoming event, these are some great examples of how to cut through the clutter. I know it may look expensive to do, but think! Be different!
This is one of the best press kits, I’ve received lately for the Holiday Lights Celebration put on by Milwaukee Downtown. Ellingsen Brady Advertising made this happen.
The press kit was personalized.
The box came with an elf hat, peppermint sticks, and an elf ornament with my picture. They did this for all the on-air personalities. Wow!
All the promotional items came with the same request – Please take an “Elfie” and share the picture on social media to let people know about Milwaukee’s Holiday Lights Festival.
Judging from the pictures and the Milwaukee Downtowns Annual Report, this campaign was a success.
Milwaukee Downtown’s Annual Report
- Kick-Off Extravaganza – Organized the city’s largest switch-flipping ceremony in Pere Marquette Park with 2,200 guests. Families were treated to live music, dancing, ice carving, a visit from Santa, a 10-minute fireworks show and free Jingle Bus rides, of which 464 passengers took advantage.
- Social Media – Utilizing Facebook, Twitter and Instagram, the festival was able to reach 941,735 social media users and generate 2,184,714 impressions. The total engagement was 64,841 and follower growth increased by 52% since 2013.
Of course, not everyone has this kind of media marketing budget. Luckily you have options.
Second Example: Love Your Melon Beanies
Without spending a dime, you should email the host first to see if they are interested in your idea or product before you send it.
Check out this perfect “gauging your interest” email example:
Subject: Love Your Melon
My name’s Trina Do, and I’m a part of this organization called Love Your Melon at UW Oshkosh. The mission of LYM is to put a cozy and warm hat on EVERY child fighting cancer in America! In the last day or so alone, we’ve raised over $300,000 for childhood cancer support and research. Our website is www.loveyourmelon.com for more info!
We need YOUR help with something, Katrina! We’d love to have your support in our mission to change the lives of children battling cancer. We’d love to send you a free LYM beanie in trade for a selfie or a mention on Fox6! If you could give us a shout out/ post about us wearing your beanie and tag @LoveYourMelon, it would be so wonderful!
Thank you for your consideration! We’d love if you could help us out and show your support for these amazing and strong children battling cancer. I really hope to hear back from you soon!
Junior I Student Nurse
University of Wisconsin Oshkosh
College of Nursing
UWO Love Your Melon Crew Captain
We’d love to send you a free LYM beanie in trade for a selfie or a mention on Fox6! Of course!
First, this University of Wisconsin – Oshkosh student was an upbeat, quick, and clear writer. I could see and hear her smile through her words.
Who wouldn’t want to help kids fighting cancer?
Who wouldn’t want to help out a college student who is asking nicely?
Who wouldn’t want this awesome beanie?
Someone from a different college campus sent a similar email to my General Manager. Done deal!
This email campaign must have sealed the deal all over the nation because, when I went to buy a few for my family, they were sold out.
What do both of the media campaigns have in common?
They are tapping into the large social media following of people on traditional media. To pull off this maneuver correctly, you must have a product with viewer benefit like a great community event, or a beanie that gives back.
It doesn’t hurt to have a fun hashtag like #elfie2015, or #loveyourmelon to track how much play you received.
Ready to rev up your press kits and media campaigns? Order Katrina’s book with more than 150 pages of insider information to help you get the coverage you deserve!