Page 214 - Duct Tape Marketing

Earned Media Attention and Expert Status

send the entire press kit to reporters even if they only request one piece
of information. You never know what may get their attention.

The following is a list of some of the essential press releases that
your publicity kit should contain.

Backgrounder. This release should give the reader a full account-
ing of the history and background of the firm, including the types of
clients you work with and projects you typically complete.

Your core message. The core message release should highlight
the primary benefits of doing business with your firm. This is where
you can promote the ways your firm is different. When writing a
press release, keep in mind that it cannot read like an ad for your
firm. Stick to facts and stay away from hype. Think of this release as
a document that announces how your firm is different.

Service descriptions. Describe the services that your firm spe-
cializes in.

Process descriptions. Describe any unique processes that your
firm has implemented. If you have a 24-point daily job site cleanup
routine, then explain it.

Case studies. Outline the specifics of some recently completed
projects. Again, don’t sell; just explain the type of job, any challenges
you may have encountered, and the overall result of the project. If you
work with several distinct markets, you may consider one for each
market.

Founders. Include a page or so on each of the firm’s owners or
partners. Tell about industry background and experience.

A word about photos. Each founder of the firm should have a
recent 5 x 7” black-and-white print or high-quality digital photo on
hand at all times. In your press kit, you should include a photo of
each, as well as some representative product photos. If you have a digi-
tal camera and can take photos that are professional in nature, and at
least 300 dpi, then do so. If not, it may be wise to hire a photographer
or visit a studio to have professional photos taken.

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