What
is ... a media kit?
A
media kit is your silent salesperson. Your aim in producing an effective media
kit is to provide all of the key information that the media require to write
about you, conduct an interview, or invite you as a guest on a show. A media
kit may be distributed at a conference or product launch; it is also an essential
resource to provide prospective buyers with data with which to evaluate your
marketing proposals. The kit generally contains a news
release, relevant background information about your company and product
(company profile),
and photographs and discs with images and logos, contained within a folder.
For complex events the printed material may be placed in a ringbound folder.
The media kit may also include a gimmick such as a branded
promotional item or product samples, as a reminder of the event; other
corporate literature includes audience profiles, case studies, brochures,
catalogues,
and contact information to help target recipients make informed decisions.
While the content of media kits vary, they all share a common goal which is
to motivate the target audience to make contact. An attractive, professional
and informative media
kit is essential if you want to get noticed; the media receive piles of
information every day and you must ensure your media kit stands out. Essential
elements of an effective media kit:
1.
Table of Contents
A table of contents will help them identify the specific information they
need, without having to search through stacks of paper.
2.
News Release
This is the most important element of your publicity campaign. Make sure your
news release has a newsworthy 'hook' that captures the editor's attention
and convinces him or her to read further and persuade them to do a story about
you or your company. Your story should offer a potential story worth relaying
to their audience. A well written news release is your opportunity to express
the who, what, where, when and why aspects of your message.
3.
Author Biography
This is a brief outline about you or your business, and how you came
to be where you are today. Often the media are interested in the "story
behind the story", so brag a little. Be open and honest about your accomplishments,
abilities, knowledge, and talents. Write your bio in the third person, which
makes it easier to tout your assets
What
is ... a kill fee?
A kill (or cancellation) fee is an acceptable payment policy in the
publishing industry yet in the corporate arena the rationale behind this form
of advance payment might have a negative overtone. It is a non-refundable
fee paid in advance for an assigned project which is retained should the project
be cancelled or postponed before the final stage. The kill fee is usually
a percentage of the original amount (at least 40%) that is mutually agreed
upon by the client and yourself. In the case of writers, many either require
full payment upfront or a staggered 40/30/30 percentage split paid against
deliverables. You may want to justify this staggered method of payment to
your client that while the advance payment is to reserve your professional
time and give you a cash flow while working on the project, this arrangement
also puts them in control because they are at liberty to refuse payment if
you don't meet the predefined deliverables. Paying a deposit to initiate the
project will make the client think twice about cancelling or postponing the
project unnecessariy. It is important to draw up a written contractual agreement,
endorsed by both parties, which outlines the deliverables, deadlines, expenses
and payment policy. This is to protect both you and your client. On the other
hand, even if you've done a lot of advance work to arrive at a mutually acceptable
project plan and your client rejects your porposal or quotation before you
get your advance payment, you have no choice but to accept that that's just
the way business communications work and there's nothing you can do except
learn from the experience to further your professionalism and to pursue a
new project.
What
is ... ghostwriting?
Ghostwriting or co-authoring is the process where one person hires
another to write his or her memoirs, novel, article, book or other form of
media on their behalf. Credit is given to this individual and not the actual
author. Many people have brilliant plot lines for novels or extensive knowledge
about a subject but don't have the time nor the talent to translate their
ideas into a cohesive manuscript and therefore hire people who can. Yet, while
this form of indirect authoring may seem plausible to some, many aspiring
'authors' aren't sure of the practicalities of conveying information to a
ghostwriter. The process however is not as complicated as some might imagjne.
A basic procedure to follow is for the ghostwriter to interview the person
requesting the service, either by phone, e-mail or face-to-face so that together
they may brainstorm ideas, flesh out the outline and agree upon a mutually-suitable
production schedule. The ghostwriter makes extensive notes about the subject
matter and the idiosyncrasies unique to the 'author' whose byline will appear
on the manuscript. The project framework is facilitated by creating a basic
mindmap that includes a timeline if applicable; initial detailed outline/table
of contents and chapter headings; research and supporting materials; interviews
about the project; and a production schedule which includes a critical date
path outlining meeting/interview sessions per chapter, and deadlines to submit
draft chapters for review so that the client may fill in gaps, clarify weak
spots, check facts and correct errors. Once the scope of the project is clearly
ascertained, a written ghostwriting/co-authoring contractual agreement must
be drawn up outlining all the steps, deadlines, payment terms, authorship
credit, royalty sharing, and responsibilities of all parties concerned. The
lengthy collaborative process involving research, interviewing, writing, and
reviewing provides the basis for a first draft, which is submitted to the
client for comment. Follow-up drafts might involve additional research, re-writing
and editing before the final draft is polished by the ghostwriter based on
the clients input. The final draft is sent to the client by e-mail for one
final review and to make any corrections and changes. While most book projects
take about six months or more to complete, the time for completion and the
pricing will vary based on a variety of factors.
Soon to be added to the 'What Is...? listing
