A media kit is a crucial tool for businesses, especially when it comes to public relations. If you've ever navigated a company's website looking for a contact to send a press release or article to, you've likely come across a link to a media kit. But what exactly is a media kit, and why is it important?
A media kit is essentially a pre-packaged public relations tool used by many large corporations, but it can also be beneficial for small businesses. It contains standardized, pre-written documents that can be readily available for unexpected inquiries.
A media kit typically includes a cover, a collection of press releases about various aspects of the company, short biographies of key individuals, copies of articles, photos, and product literature such as data sheets or brochures. The media kit cover is usually a glossy, colorful folder with the company's name or logo printed on the front. The standard size for the media kit cover is 9" by 12", allowing 8 1/2 by 11-inch documents to be easily stored inside.
Your media kit should contain multiple press releases. One should provide an overview of the company's background, including its history, achievements, markets, products, and services. It's important not to over-dramatize your story as most editors will use this information as a reference for articles about other aspects of your company. You should also include a press release for each individual product that you market. If you're unsure how to write a press release, there are resources available online, such as InternetWriters.com, which offers a free press release builder.
Biographies should focus on those individuals who are most likely to be interviewed by the media as a resource for articles. These should include their full name, job title, responsibilities, and some personal information. Large, black and white photos of these individuals, along with photos of products, facilities, or anything else of interest to the media, should also be included.
Including archived articles in your media kit demonstrates that the press has found you newsworthy in the past and provides a good example of how they could base their own article. Any other literature you include should be very important and not too intimidating. Many editors avoid media kits that are too full of information or too heavy.
The effectiveness of your public relations can sometimes depend on how well your media kit is put together. If an editor requests additional information after you send off your initial press release, you should get your media kit to them immediately to help them meet their deadlines. If the information they need is not in your media kit, they might decide to pass the story up altogether. Having a media kit may not be the life or death of your business, but it will save a lot of time when dealing with media people.
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