PR Pro Bono Day: Sponsorships and Media Kits

Presenter:  Karen Ryan, APR, CPRC, Public Relations Manager, LCEC

Most our audience are individuals who are solely responsible for communicating with the media.  Anything you can do to keep the media informed will help result in positive media coverage. 

There are two forms of media kits:  printed and online.  You should have at least the online version which is least expensive, but you'll need to be sure to drive the media inquiries to the online version.  Karen is speaking today primarily

Tips for great Media Kits:

• Less is More!  Include short, concise and relative background information about the company and key personnel.
• De-Clutter: Leave out the large amount of detail - just provide the high-level snapshot.
• Make it NOW.  Make sure the information contained is relevant and current.  Keep it updated to reflect current industry or community issues.
• Don't forget the brand.  Include photo CD, images, brand/logo throughout the kit.
• Double duty.  Duplicate your print version press kit online - but make sure it's also kept up to date. Send link to the media kit, not the attachment.  Many members of the media do not open attachments due to the dangers of computer viruses.
• Be clever.  Do something creative to inspire opening and retention of your materials.  Attention-getting items don't have to cost much to have great impact.
• Target the right person.  Research the correct contact person to avoid wasting your resources.

Checklist of things to include:

• Cover letter
• Contact information/physical location
• Company overview
• List of products and services
• Key executive bios
• CD high-res images
• Your business card
• Bonuses:  corporate metrics, demographics, testimonials, client list, case studies, recent media clips, awards, FAQ, corporate social responsibility

To optimize your sponsorship opportunities, utilize multiple mediums including traditional, social media, newsletters and mothers.  In making sponsorship decisions, some things to consider would include:

1. Pick the right opportunity.  Does it reflect your corporate values, key messages?  Does it build brand awareness and reach the target audiencee?
2. Sponsorships are opportunities, not outcomes.  What you do with the sponsorship is up to you.  Make the most of your message, think strategically.
3. It's not the same as charitable giving.  Sponsorships are typically funded from ad budgets and outcomes should be measurable.
4. Know what's imporant to your organziation and seek out those opportunities... face-to-face contact? networking? event tickets? logo placement?  distribution?
5. It isn't always about the money.  Consider other ways you can give "in kind" through time and talent within the company to help the cause.