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Where's your Media Kit?

Written by: Keith Thirgood

Article Overview: I'm sure you've heard the term "media kit" before. It's something the big companies all seem to have. And it seems that it's something only they need. Not so!

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Where's your Media Kit?

I'm sure you've heard the term "media kit" or "press kit" before. It's something the big companies all seem to have. And it seems that it's something only they need. Not so!

A media kit can be a valuable tool for any size business. A media kit contains standardized documents that can be printed or pulled out of a file to respond to unexpected media inquiries. And, when they're created correctly, they can be downloaded by the media right from your website.

I'm not going to dwell on why you should have a media kit, because if you're reading this, I can assume you know why. I'm simply going to concentrate on what to put in it.

At a minimum, your media kit should contain the following: the media kit folder, media releases about aspects of your company, (products, services etc.) short bios of key individuals, copies of articles you've written, and ones that have been written about you, photos, and some of your printed product/service literature. After that, add any items you feel relevant.

A media kit folder is simply a presentation folder in which you place the rest of the items. Ideally, it should be a good-looking folder with your company name and logo printed on the front. If you have the budget, the cover can be given a graphic treatment, enhancing your business' branding. The standard size for a media kit folder is 9" by 12".

However, if you're going to have them custom made, have them made 8.75" by 11.5" inches. This way they fit in standard hanging file folders, so your media kit will get kept, while other people's slightly oversized kits will get tossed out.

Don't simply include one media release, and leave it at that. Have a company backgrounder. It provides an overview of your history, accomplishments, markets, products and services. Don't write your story like a brochure or a novel. Keep your writing simply and factual. No hyperbola. To an editor, this is just reference material.

Also include releases for each product and service you carry. If you have too many to include them separately, choose your main three or four products/services for individual releases. And another release to cover the rest.

There are plenty of examples on the web of what a press release should look like. Or you can hire a PR specialist to write one for you.

Include individual bios of everyone likely be interviewed by the media. This might simply be senior management. However, you might have others who are specialists in their fields. They might make good media material as well. Include them, with their permission. Include full name, job title, responsibilities, and a bit of personal information. (Education, family, relevant accomplishments.)

High quality (black and white or colour) photos of all individuals must be included in the printed kits. (5" x 7" is sufficient) Also include colour photos of products, facilities or anything else that might be of interest to the media. Typed descriptions of each photo should be fixed to the back of each photo. Use something like a Post-It Note. Do not use glue, staples, paper clips or anything else that might damage the photos.

Do you wonder why some other businesses get all the media attention? It's because the media looks to each other for information on what is important. If they see that you've been interviewed before, you become more important. Therefore, it's a really good idea to include articles published about you, or in which you were interviewed. Keep in mind that many editors shy away from overstuffed kits.

Don't send your media kit out to all and sundry editors. Send relevant media releases, and keep the kit ready for follow up. When an editor or reporter calls, asking for more information, get your media kit to them immediately. Remember, they're almost always on a deadline.

Make sure your kit contains everything the media will need from you. If your kit lacks vital information, and your rival's kit has it, guess who'll be getting the publicity?

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Article Tags: marketing, media kit, PR, press release, public relations, publicity

About the Author: Keith Thirgood
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Keith Thirgood is Creative Director of Capstone Communications, a marketing and design firm. He is immediate past-president of the Association of Independent Consultants . He can be reached, 9 am - 5 pm EST, at (905) 472-2330 or through his website, .

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