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How to Make a Media Kit
A media kit, also referred to as a press kit, is basically a packet of information about your business. It's a marketing tool used to grab the attention of outside parties like journalists, investors or potential advertisers. Your media kit should be a collection of company information and articles that will give it's reader a good feel for your company. Media kits are an invaluable resource if you want to portray legitimacy and address the informational needs of the media.
So what makes your media kit top notch? Personality and professionalism. There really is no right or wrong way to put together a media kit, so long as it accurately portrays your company and your vision. It doesn't have to be overly fancy with all of the bells and whistles. Your message is the most important part of the kit, so practicality and simplicity should be your main focus. Nonetheless it is still a visual representation of your business and therefore needs to stand out. Actually getting your media kit noticed by journalists, investors or potential advertisers is the first step to getting published, funded or whatever you?re looking for. So don't wait until the last minute to create one. Take the time now to do it right.
Depending on any number of variables, from industry to size to vision, the actual contents of your media kit can vary. Here are some of the basics that should be included. (Note: These typically apply to tangible kits, but some also apply to downloadable kits.)
- Folder
A standard-size folder works great for housing the contents of your media kit.. Many large companies put together fancy books, but that can be an unnecessary expense for a small business and is not ideal for swapping new information. If you can afford to have a personalized folder than that will be beneficial, but if you can?t just make sure that your folder has some sort of identifying characteristic.
- Letter of introduction/intent
Write a short paragraph informing your readers of why they should care about what you?re telling them. Then provide a table of content so to speak, letting your readers know what all the enclosed materials are and briefly describing them. Finish the letter with a short paragraph that lets them know you are available for follow up questions or interviews.
- Business card
Business cards are important because they immediately give readers a cue as to who you are and what you do. They also provide the all-important contact information. If your folder has a slot for business cards, then put them there. If not, then paper clip them to your letter.
- Bios
Bios should be created for company officers or higher-level executives. These should include name, title, history with the company, maybe some personal information or some quotes, and a picture if possible.
- Press releases/recent coverage
These are both very appropriate for media kits because they can show journalists how your company has been covered in the past, and they show other types of recipients that your company has legitimacy. Provide reprints of articles or printouts of online press releases.
- Product/service information
The can include anything from reviews or sales collateral to sell sheets or brochures. This information will give readers a better sense of what your company is built upon.
- Company backgrounder
This is basically the story of your company. Many company backgrounders sound like they were taken straight from a text book?dry and about to put you to sleep. Don't be afraid to give yours a more narrative feel, like an actual story.
Whatever you do, do NOT stuff your folder with every single piece of collateral you have. Stick only to the stuff that is current, relevant and helpful to the audience you're sending it to. You want to show that you have respect for their time.
Now that you have assembled your media kits, make them easily available to prospective recipients. You want your information to be readily available should it be needed at any time.
