Media kit, the basic
Every
business needs publicity to grow. Doing it right is important, even if you
cannot afford an elaborate public relations campaign. You do not have to be a
multinational company to do it right.
One
of the requirements for a successful public relations campaign is a media kit.
You need a media kit. The success of your press campaign depends on it.
What
is a media kit?
A
media kit is the same as a press kit. It is an information packet about a
business or product. Usually, it contains company profile, flyers, promo CDs
and DVDs, brochure, press release, articles, photographs of company CEO and
answers to likely questions from the media, investors and target market, among
others.
What is
in your media kit?
The
items in your media kit should be determined by occasion, audience or use. You
will not give the same media kit to a print and broadcast journalist. In the
same manner, the media kit for a potential investor is different from that of a
potential client.
What your media kit should contain:
Introduction letter: your
introduction letter should give insight on items enclosed in the media kit and should
contain your contact information.
Company details: this should
contain your company profile, and profiles of management staff, and ownership
details.
Product or service information: your media kit should contain your product or service fact sheet
and brochures specific to your product or service.
Press publications: copies
of recent press coverage should be in your media kit. What other media have
done will be of interest to your current media targets. Let your kit contain article
reprints.
Press releases: are often
regarded as the most important component of a media kit. It is a must have and
it must contain current news about your product or services.
Audio and video files: your media kit can contain audio and video
files of radio or TV interviews, speeches, performances and any other
media-covered event. Hard copies may do, if the actual media is not available.
Investor related news: if your
media kit is put together for investors, putting news related to the industry, or
the financial statements of your organization is very appropriate.
Other items to include: you can include details of your corporate social responsibility projects,
recent awards, photographs, upcoming promo schedule etc.
Last word
You should start creating your media kit now! You do not have to
wait until you really need one before putting a hasty package together.
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