Create a Press Kit for Your Practice that Sells, by Randi Drinkwater, MASSAGE Magazine Business Tip

Editors are inundated daily with practitioners just like yourself looking to gain their attention. So, remember to be creative. Package your materials in a unique way and make sure the materials are presented professionally. Always follow up to make sure your intended recipient received your press kit. Plus, follow-up calls provide the perfect opportunity for editors to ask questions or schedule an interview. Use this opportunity to build relationships with editors—in fact, doing so will improve your chances of publication or acceptance by your intended audience.

Typically, the media kit doesn’t have to be as fancy as people think. Those requesting media kits just want information, not necessarily glitz. See what items you already have and then work on the rest. The main thing to be sure of is that it is available in both hard and soft copy. That way, depending on any given publication’s requirements, you’ll be ready to respond in kind.

1. Pitch Letter 
This makes your first impression with your reader, providing an overview of interest that tells the reader why she should read on—or not. It also provides a table of contents or a brief description of the items enclosed in the actual press kit; lets them know you are available for follow-up interviews and questions; and includes your contact information to allow for editor response.

2. Practice Overview 
This should include your practice’s history and profile, as well as profiles of your practice team. Include bio sheets, if appropriate.

3. Modality Product/Service Benefits Statement
This should include product or service fact sheets, sell sheets or practice brochures that are specific to your product or service offerings.

4. Recent Press Coverage and Articles
Copies of recent press coverage is very appropriate for a press kit. After all, what other media have done will be of interest to current media targets. This can include article reprints and printouts of online press your practice might have received.

5. Press Releases
Whether published or not, these provide a foundation of understanding for what your practice is currently focused on.

6. A Sample News Story
You can easily guide the media or your reader by providing a well-written story on your practice. An editor will view this as an easy way to fill up space with little or no effort on her part.

7. Frequently Asked Questions
This helps the editor determine what questions to ask you in an interview or what to include in the article.

8. Other Items to Include:
•  Camera-ready logo art
•  Photos (if appropriate)
•  Missions, goals and objectives
•  Recent awards
•  Nonprofit and community-service involvement
•  Factual background material and/or white papers
• Significant statistics specific to your practice, demographics and target audiences
• Feature article materials, written by yourself or practice team members
• Giveaway information

Randi Drinkwater, Create a Press Kit for Your Practice that Sells, MASSAGE Magazine Business Tip

For more than 25 years, Randi Drinkwater has successfully spearheaded high-impact marketing solutions for such global companies as IBM, Cisco Systems, and WorldCom/MCI/UUNet. Today, Drinkwater resides as CEO for Alternative Growth Streams, (http://www.easygettingmorepatients.com) a marketing-membership Web site designed exclusively to empower alternative and integrative practitioners to grow their practices and get more patients/clients. She is well known and respected throughout the industry and is the recipient of the BPAA Atlanta Peach and Southeast Addy award for marketing excellence.

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