Friday, 6 June 2014

Client backgrounder and biographies

Backgrounders and biographies need be produced quickly. They are vital when seeking editorial coverage for clients. Journalists want extensive background information for potential features. Information has to be both relevant to the journalist and central to the client’s message. Biographies should provide substantial information about the achievements of individuals you want to arrange interviews with.

The spine of the backgrounder and biographies will remain relevant throughout the duration of your business. They should, however, be easily adaptable as it is important to keep them up-to-date.  

Once the client is embedded, press releases will need to be created. It’s a good idea to set a definitive plan of all the copy you are going to create, then get it written and signed off early by the client. This shows you are proactive and ahead of the game. The Christmas period is a key opportunity for exposure, for example, so I get all our clients’ seasonal copy written by September.

I cannot overstate the importance of this type of planning. It will prevent problems and stress, so do yourself a favour and make a comprehensive blueprint for every client you have. 

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