- Attract Media Attention with a Press Kit - 2004 Bartlomiej Stroinski
A press kit or media kit organizes information about a business in a form which provides an overview at a glance. Press kits include executive biographies, recent news releases, company history, product release announcements, and other background material, and are helpful to anyone doing research on the company. They may be produced en masse or on demand, and can also be made available online, which is convenient for bloggers who prefer to link to their sources directly. A good media kit will also be useful in the hands of anyone considering a becoming a client or customer.
Elements of a Press Kit
A business press kit should include enough information about the company to answer the “five Ws and one H” of who, what, where, when, why, and how. The goal of a media kit is to satisfy curiosity and generate interest in taking the next step, whether that be writing an article, investing money, or buying a product or service. Each element should be organized as individual pages so that the kit can be customized for its recipient or quickly updated by adding or removing single pages rather than reprinting the entire section. Single pages also make it easier for the reader to find the information which is of the greatest interest.
- Company history
- Biographies of key executives, advisors, or board members
- Product or service descriptions
- Recent press releases
- Media coverage about the business
- White papers
- Articles about the industry to provide background which places the company in context
Customizing a Press Kit
When a media kit is requested it's helpful to know who's asking for it, and why. A brief inquiry form online or scripted process for phone inquiries can be helpful in customizing the press kit with the most relevant information. Not every piece of promotional information should be included in a press kit, as it can quickly become overwhelming. Questions that help in customizing the kit may include:
- Were there products or services you had specific questions about?
- Is your interest professional or personal?
- Have you read any articles about the company recently?
A good rule of thumb is to keep the information in a physical media kit down to no more than twenty pages – but always be prepared to add more information if the specific interest warrants it.
Online Media Kits
Any information that can be put into a press kit should also be on the company's web site. Listing the most recent press releases first is convenient, but be certain to link to other related articles and information so that the online reader is encouraged to browse the site more. Include PDFs of the press information to provide the same content in an easy-to-print form.
The rule is to make it as easy as possible for interested web surfers to be impressed with the company, moving them towards a decision to write about, invest in, or buy from the business. A press kit or media kit organizes information about a business in a form which provides an overview at a glance.
Press kits include executive biographies, recent , company history, product release announcements, and other background material, and are helpful to anyone doing research on the company. They may be produced en masse or on demand, and can also be made available online, which is convenient for bloggers who prefer to link to their sources directly. A good media kit will also be useful in the hands of anyone considering a becoming a client or customer.
Terence P Ward - Terence P Ward has a business writing website, but spends a bit too much time writing press releases, blog posts, and thought leadership ...
