How to Create a Media Kit

A media kit, or press kit, is a package of news and background information that is distributed to members of the media to build buzz about your product, service or event. The information in this kit will help give a reporter story ideas. Just keep it simple. Remember to include all of your contact information. Read on to learn how to create a media kit.

Difficulty: Moderate

Instructions

1. Describe your product, service or event in a concise press release. Don't forget to answer the following questions: who, what, when, where, why and how. Consider the question the editor will ask: "Will my readers find this interesting?"

2. Provide enough background information about the product, service or event and, if appropriate, a biography of key personnel. For example, a book author or public speaker would include a biography about his or her achievements in the relevant area.

3. Include a fact sheet listing bullet points with specific information and key facts. This is not the same thing as the background information.

4. Insert a photo into your media kit. If it's a professional-quality photo, it will be more likely to run with your press release and get more attention in the publications.

5. Place any previous clips referring to you, your product, service or your company in the press kit. This adds credibility to your release.

6. Write a cover letter that ties the package together by explaining why your press release should be considered for publication. In your cover letter, suggest article topics and list yourself as an expert source for future interviews on those topics.

7. Answering questions in the form of a "Q & A" sheet could also be helpful to the journalist when he or she is considering an angle for your story.

8. Include a review copy of your book or a sample of your product if appropriate. If it's not feasible to send a sample, explain the item thoroughly and let the media know where it is available.

Tips & Warnings

• Writing press releases in journalistic style will help reporters. The less editing it needs, the more likely it will get printed.
• Creating a press kit that is downloadable in "PDF" form is less expensive than sending it through the mail.
• Do not include random clippings that don't pertain to you, badly photocopied clips, brochures or sales material. Journalists usually don't have time to read them and they get tossed.
• If it isn't newsworthy, it probably won't get published. Make sure your press kit has a hook to current events to make it topical.

[CandisLynn]

on 6/24/2009 These are all great points for creating an effective media release - thanks! With the web becoming more interactive all the time, I would also add an embeddable video, pictures of your product or service, and links to any social presences you have online (Twitter, LinkedIn, Facebook). Oftentimes bloggers or journalists like to include different types of media in their stories.

Thanks for a great post!