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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