Jennifer Locke of Zip-n-Go Blanket asks:
I’ve been asked for a media kit — what exactly is in a media kit?
Great question, Jennifer.
First of all, a media kit can also be called a press kit. Wikipedia defines a press kit as this:
“A press kit, often referred to as a media kit in business environments, is a pre-packaged set of promotional materials of a person, company, or organization distributed to members of the media for promotional use.”
The traditional media kit is printed and placed in a folder. But these days, the online media kit is the way to go.
Having an online media kit available makes you and your company VERY “press friendly”. What does that mean? Let’s say a reporter is interested in doing a story about your product AND a competitor’s product. If she can go to your website and learn more about you and grab a photo of your product, you just made her life much easier. Your competitor doesn’t have an online media kit, so the reporter will have to request a media kit and wait for it to arrive by mail.
Now, just who will end up in the reporter’s story? My money is on YOU because YOU were prepared and you made the reporter’s job EASY.
Ok, so just WHAT should be in your media kit? Read on.
1. A short bio–a few paragraphs about you and your company. You should include how you got started, where you were educated, relevant experience, awards or accolades received, etc.
2. Past press coverage–any press releases that you have issued AND any mentions you’ve received in magazines, newspapers, TV, etc.
3. Endorsements–any testimonials from notable people, like celebrities, anyone who is well-known in the industry or from people who have used your product.
4. Photographs–photos of you and your products in both high (for print use) and low (for online use) resolution.
5. Press contact information–your phone numbers, address, email, etc. or your publicist’s contact info.
Here are some examples of online media kits that I think will help you get started:
Real You Incorporated (great bio)
Alexis Martin Neely (this whole site is her media kit–clever!)
How Many Days Ago (awesome array of images available)
So, Jennifer, I hope this answers your question. Let me know if you need more information or have additional questions. Thanks for asking such a great question.
Heather
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{ 14 comments… read them below or add one }
Great info. Thank you. I have been planning to write a press release for my Spring line but wasn’t sure if it was worth the money and time. Now I will do it for sure– and work on building the online media kit too! We had products in Dwell magazine this month!
Wow, Dwell? That’s awesome. Congrats!
Heather
If all of the things in the media kit list are already on your website, I’m assuming journalists would still want it all centralized on the Media Kit page?
To anonymous,
Yes, you would want to centralize it so it’s easier/faster to find.
Heather
Quick question – I always resisted showing what publications we had been in when I do a press kit as I thought that if a publication saw that we already had a lot of press, they may not think of us as new, or fresh. (Umm, realize this is a really late blog reply but JUST found your site!)
What are your thoughts on sending product with a press kit, if a traditional mailing method was used in conjunction with an online?
Twitter: heathall
February 28, 2009 at 1:44 pm
I think you’re right–sometimes if it seems as though your company/product has been well-covered by the media, other publications won’t think you’re new/fresh or as Simon Cowell says, “relevant”. Hee. The press is always looking for the newest, the latest, the greatest–so, it’s your job to keep giving them that if you want consistent media coverage.
I’ve always sent product ONLY to those who requested it–it gets costly to send samples, especially unsolicited ones.
Glad you found the blog & hope you like it!
Heather
Thanks for this post. Big help for a PR DIYer.
Love your answer, and Jennifer had a super question! I have often wonder what should be in a media kit and this has answered my question as well as provided samples. Great job answering Heather!
.-= Brandy´s last blog ..Winners: @Uprinting Postcards & Yoplait Kids Less Sugar Yogurt Prize Pack =-.
There is some great starting info and advice here. Also consider having spec sheets and fact sheets if your company has products. This way reporters can easily get technical information at their fingertips. If your press kit is going to be an online press kit you’ll also want to tie in your social media efforts, including links to blog post (written by you and other invited subject matter experts), along with links to videos and images.
John Sternal
@sternalpr
.-= John Sternal´s last blog ..Use Social Media For Fun Events =-.
Twitter: heathall
October 30, 2009 at 2:45 am
John,
Thank you SO much for stopping by to leave this *very* helpful comment. This is awesome advice!
Heather
Heather, you’re everywhere! Great post. Wouldn’t you also add that blogs should have their blog stats, too?
Melissa
.-= Melissa Taylor´s last blog ..Imagination Time Veterinarian =-.
Twitter: heathall
November 7, 2009 at 1:07 pm
ABSOLUTELY, Melissa. Bloggers should definitely know their stats.
Heather
Thank you so much, Heather, for this very informative and helpful post. I work for PublicityResults.com, and we have a training program for creating online press kits.
A couple of things that are really valuable for creating media coverage are:
– News and story ideas
– Suggested questions for the media to ask you (also known as radio one-pagers)
At PitchRate.com, a free resource connecting journalists with experts, you can link to your online press kit.
Thanks again!
Katy
Twitter: heathall
December 30, 2009 at 8:27 pm
HI Katy!
You’re welcome! And thank YOU for letting us know about linking to your online press kit from PitchRate.com – that’s awesome! Happy new year!
Heather