PR

7 Tips on Creating your Healthcare PR Media Kit To-Do List

By Amy Roberts

 

✅ Bread

✅ Eggs

✅ Cereal

 

Phone charger

Passport

Sunblock

 

☑ Take out trash

☑ Do laundry

☑ Fix fence

Whether it’s a grocery list, packing list, or a honey-do list, chances are you have a piece of paper somewhere filled with essential information and hopefully a few check marks. Lists keep us organized and on task, they help us to prioritize and wrap our heads our big tasks, and they can even deliver a sense of accomplishment with every line we check off.

If you’re looking to get the most out of your public relations strategy, creating &/or updating your electronic press kit should be at the top of your to-do list. And, of course, we made a list of everything it should include:

1. Media or PR contact information

This seems pretty obvious, but you’d be surprised how many people neglect to include a contact with their media kit. The contact should be the company’s approved spokesperson and include his or her name and preferred method of communication. Don’t include multiple contacts or anyone who shouldn’t be responding to a journalist. 

  1. 2. Recent and enticing press releases

Choose three or four press releases that can help journalists get a better feel for your company, the culture, and your brand. These should be updated regularly and never more than four months old. (Unless your CEO won the Nobel Peace Prize in the 1990s. That’s evergreen material.)

  1. 3. Company background

A one-page (or less) overview of your company. This helps journalists quickly learn about your company and formulate questions for an interview. 

  1. 4. Bios and headshots

If their title starts with a capital C — as in CEO, CFO, COO, CMO, etc. — include a quick bio along with high and low-resolution headshots. Bios should all be of similar length and style and headshots should be professional or on-brand for your company. Including these helps journalists understand who they’re interviewing and prevents them from having to track down the media contact for the photo they’ll inevitably need five minutes before their deadline. 

  1. 5. Logos

The last thing you want accompanying an article about your company is a pixelated logo from before you rebranded three years ago. So make your logos readily available to media. Include multiple options and formats, black and white, full-color, PDF, JPG, and everything in between.

  1. 6. B-roll and photos

You never want to miss out on coverage because the news crew got a flat tire on their way to interview you, or the photographer called in sick. Have clearly labeled b-roll files and photos available for download. Make sure they’re compressed to minimize download time.

  1. 6. Last, but not least on the list… 

Consider adding elements like awards, an annual report, fact sheets, case studies, product reviews, customer testimonies, and noteworthy coverage from another news source.  

 

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by Amy Roberts

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