Bio

Bio is the abbreviation for biography. Bios are the life sketches of individuals who represent an organization or business entity. Although bios do not provide the entire life story of a member or leader [Page 84]of an organization or company, they do contain information about a person that establishes him or her as qualified and as someone whose experience brings credibility to the organization or company.

Items to include in bios are a person's educational background; previous places of employment, with emphasis on management positions held; and awards, achievements, and professional recognitions received. A limited amount of personal data also may be included, such as spouse and children's names, as well as community involvements.

Bios are almost always included as a component of media kits. When a company or organization distributes a media kit, bios of the top executives should be included, along with other background information about the organization. Bios also may be included with a press release, especially if it is an announcement of a promotion within a company, organization, or public relations agency. Depending on whether the press release is e-mailed or sent by hard copy, headshots of the newsmakers should also be included, preferably in color fit to print. If only black and white photos are available, a note should be included that indicates when color photos will be ready.

Bios also are useful to have available for each member of an organizational team and also for each member of an organization's board of directors. Depending on the organization, bios may appear on Web sites to familiarize key publics with those that are serving them.

Most often, public relations practitioners are responsible for compiling bios and ensuring they are kept current. Having bios available will only make the public relations practitioner's job easier, as the content may be used in internal news publications, brochures, and other items.

Credentials contained within bios are crucial for providing credibility for an organization's message. For example, sources with biochemistry degrees speaking about the effects of harmful radiation are viewed as more credible than sources with world history degrees. Both degrees are meaningful, but biochemistry is more relative to the issue at hand.

Having bios readily available also enhances the public relations practitioner's credibility with the media. When a reporter needs background information immediately for a breaking story, not having to wait for the public relations department to produce it lends credibility to the organization.

Bios most often are written in the third person. They should also avoid editorializing. They should appear on company letterhead, but without the contact information that would appear in a press release.