Media kits, virtual or print, include a combination of
information whether created for electronic delivery or
print. The number of components depends on the kit’s focus
and intention. For instance, an author’s kit would include
a different combination of information than a service
business, or a multifaceted company or speaker.
Here is a list of component elements to pull from and tips
to bring a media kit together. No single kit will need all
components. Choose the components that match your or the
receiver’s needs.
1. Table of Contents (TOC). Kit receivers always
appreciate this feature, it respects their time. I
recommend this rule: five or less pages, include the TOC in
a personalized letter, using design elements such as bold,
larger font or centering to set itself off from the rest of
the letter. Six and more, use a single sheet. And place
the page before all other pages, including the letter. For
electronic delivery, use color, to help gain attention.
2. Company Information. An "About Us" page includes
contact information. It is also an accumulation of other
aspects about that company, however, in summary format.
When founded but not how founded, vision and mission, simple
list of services or product or just an overall view.
3. About Our Departments. If you have several different
departments in your company, you can include a page with a
summary of each departments responsibility.
4. About You. Similar to number 2 with the focus on a
single individual. You will want to focus the language and
information to exactly what the media needs to know. For
example, solopreneurs the particulars would be about you,
credentials, and information with a single focus. Similar
to a resume but not quite.
5. Founder Page. Do you have a company founder with an
interesting story of how they started the company? It
doesn't matter if they are deceased or retired. Honor their
tenacity and creativity with their picture.
6. Upper Management. It is important to stress any special
skills or background in the company that is an asset. Use
one page per management level or several on a single page.
Several pages are okay for this section if it supports the
media request.
7. Services. One per page or several to a page. If you
don't have enough material for a whole page, create enough.
If more than one service, add a list of the other services
at the end of the page to indicate what else is available.
8. Products. Use service tips above. You will want to
include whatever pictures need to depict the product.
9. Employee. This component is seldom included, yet it is
a significant way to demonstrate how the company’s
differences. This information is about the staff as a
whole. Presentation depends on what the intention of the
media kit. Statistics, number of employees, tenure, company
events, or community projects, work well here. If the
statistics don't shine, don't include.
10. Company History. Adding a history can make or break
media attraction. If a young company you might think it’s
could be a negative element, not true. Depends on what side
you are presenting in the kit. For a season company, it is
a must. What prevails or whether to include or not, is how
interesting is the story. If it is interesting or creates
curiosity, include it.
11. Awards. Include any awards or special interests of
employees. Do you have published authors in your company,
an Olympic participant, or something else? Consider
including. Sometimes a backdoor interest can bring media
coverage in. If there is only one award you can add it on
another page. To create a whole page from short
information, list past winners or describe the selection
process. Ceremonial pictures add interest.
12. Distinction Page. This page needs to show how the
company is different. Comparison charts, like those found
in most software product sales information pages, are easy
for readers to scan and comprehend. Graphs also work well.
13. Client List. List clients whether they are well-known
or not. If your client list is extremely confidential,
mention this in lieu of the list. You can expand the
information by providing some brief background information
about the client.
14. Company Affiliates. If you have a formal affiliate
program, add this information. If you use top quality
vendors, add their information as well. Connection add
flavor to being attractive.
15. Press Releases. Use releases with dates less than 90-
days.
16. Publication List. If an author, where published. If
short, expand by adding details about the publication. A
few summarized paragraphs will do. If you are or where a
columnist or write your own electronic or printed newsletter
add this information as well. Add copies only if relevant
and current.
17. Speaking List. Have you spoken at events or to groups?
List, if old, don't include when. Instead group by
categories. Include panel participations.
18. Radio/television appearances. Guest or host, doesn't
matter. Tell them where they can listen to any audio or
video clips. I don't recommend including. They are too
expensive to send and for receivers to store. You want to
set the availability information off in some sort of design
element to make sure it isn't missed. To expand an
appearance I like to suggest adding elements about how you
got on the show, what you did and didn't like, or other
details about the experience. Human interest stories always
spark interest to the media. Give enough to peak their
curiosity.
19. Personal Story. What is your personal story about
starting the business, creating a product or service? Is it
a rags to riches story? Usually people don't think they
have a good enough story to include, however, that normally
turns out to be fiction. Look for the buried treasure, dust
and polish to see the shine. Someone that can write from a
charge neutral standpoint is best for these.
20. Testimonials. You can spread testimonials throughout
the components using pull quote design effects. And also
have their own page. To expand, enlarge font size or reduce
margins.
21. Endorsements are personal acknowledgements. For media
kits, credibility stands higher. They include more detail
than testimonials. Add copies of special endorsement
letters or just mention them in other components. Only add
with the endorsers permission. Products and book authors
frequently include these. Be creative with this in your
kit.
22. Reviews. Product or book reviews are not endorsements.
Reviews give an overview charge neutral opinion. Reviews
have their own language. To learn that language, read movie
or book reviews.
23. Frequently Asked Questions (FAQs). This component is a
must in every media kit. Normally, media reads these pages
first or second. Formulate questions by asking media
personnel. Don't guess what they want.
24. Photos. For trainers, speakers, or other professional
services, color photos are too expensive to include and
aren't necessary. A small 6x9 black and white is
appropriate.
25. Community. Add volunteer projects you have worked on or
positions you have held. To expand, add additional details
about the organization.
Note: Two-side pages count as one page.
When you are ready to send out a media kit, pull together
the pieces that fit, create a personalized letter, slip in
the contact person’s business card, usually the same person
signing the letter, and its ready to mail or e-mail.
A beautifully designed media kit is nice but not necessary.
Visual impact is important, yet, you can do this with a
matching color theme and quality paper. Content needs to be
the first and foremost focus. Fancy-looking media kits but
if it doesn't say anything to the receiver, it’s trashed.
Value is in the information and news worthiness.
About the Author
Catherine Franz, a Business Coach, specialized in writing,
marketing and product development. Newsletters and
additional articles: http://www.abundancecenter.com
blog: http://abundance.blogs.com