In this step, we’ll work through drafting the documents you send to
the media. All you really need is a fact sheet or a product brochure if you
have one and some photos.
First, you need to determine the key points you need to communicate in your fact sheet.
We’ve created a worksheet to help you figure out your key messages. But note that this is for your reference only, do not send this to media!
This covers the basic details about your company and what it does. It’s a quick reference tool for media so they get all the facts about your company correct. Also be sure to highlight the key features and main benefits of your product within the fact sheet.
Make sure your key messages are included – you’d be surprised how many people forget to mention where their product is sold!
Keep your fact sheet on file and use it over and over again. It’s also a great resource to share with the media, should you receive an unexpected call requesting for information on your company.
When completing the template, make sure you change the title of the headers so they’re relevant to you. Note that this template is a guide, not a mandated blueprint.
You need to think about what images you will supply the media to go with your review. Some will use the sample you send them and shoot it themselves, but others will need you to supply images.
You will need some stock jpeg images of some or all of the below:
Your product deep etched – on a white background
Your homepage or app (always nice to give a few options)
Your app in action
Customers using your product or service if possible/appropriate
Lifestyle shots of your product in its natural environment eg your candle on a wooden bench with a bunch of flowers next to it; your notebook next to an expensive pen; your gadget in the home, a child playing with your toy etc
Don’t send massive files – reduce them down to around 1-2MB and 300dpi for print.
Try to have a selection of images so you can send different ones to different media.
Online publications prefer landscape images as they fit better with their designs.
Provide a link to a Dropbox folder or similar from which media can download the images.
Consider using bit.ly to reduce and customise the name of the link.
It's all about first impressions, so consider using a professional photographer. A good shot can dramatically increase your chances of getting coverage.
Helpful apps and services*
Please don't progress to Step 3 until you have read every tab and completed the worksheets.