There are certain elements that are standard in a media or press kit, and others that are arbitrary. Use this list of 18 potential media kit components to help you build a comprehensive and effective kit. You don’t have to include every item, but try to be as thorough as possible. Give journalists everything needed to build a great story!
1. Greeting and Table of Contents. Kit receivers always appreciate this feature, it respects their time. Don’t think of the Table of Contents as a separate page, just include it within your personalized ‘welcome’ letter, using design elements such as bold, larger font or centering to set it off from the rest of the letter. Place your greeting letter with the Table of Contents as the page before all other pages. For electronic delivery, use color, to help gain attention for the primary elements you’ve chosen to include.
2. Company Information. An "About Us" page includes contact information, of course. But it is also an accumulation of other aspects about the company - in summary format. When founded, vision and mission, a simple list of services and product offerings, or just an overview.
3. About You. This page should be similar to number 2 with the focus being on a single individual. You will want to focus the language and information toward exactly what the media needs to know. For example, with solo-preneurs, the particulars would be about you, your credentials, and background. Think of it as an abbreviated and story-like resume or bio of a key figure or the company founder. 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 and ask others what they think is engaging about your story.
4. Upper Management. It is important to stress any special skills or unique background in the company that is an asset or that might make an interesting story. Use one page per management level or put several people on a single page. Several pages are okay for this section if it supports the media requirements, but don’t overdo.
5. Services and Products. Keep your service information concise and focus on broad areas - one service per page or several to a page. If you don't have enough material for a whole page, create enough. If you have more than one key product or service, but are highlighting the only most noteworthy thing, add a list of the other products and services at the end of the page to indicate what else is available. You will want to include whatever pictures are needed to depict your products, how to use them, results people can expect, etc...
6. Company History. Adding a history can make or break media attraction. If you are a young company you might think it could be a negative element - not true. For a seasoned company, it is a must. What should prevail is how interesting is your story, and what hooks can an article or interview be built around. If it is interesting or creates curiosity, include it.
7. Awards. Include any awards or special interests of the company, the founder or employees. Do you have published authors in your company, an Olympic participant, or something else? Consider including anything noteworthy. Sometimes a backdoor interest can bring media coverage in. If there is only one award you can add it on another page under its own header. To create a whole page from short information, list additional information about the award or accolade, and pictures always add interest.
8. Distinction Page. This page needs to show how the company is different. Comparison charts and graphs are easy for readers to scan and comprehend. Pricing, market share, features and other differentiators work well.
9. Client List. List your customers 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 key customers or creating a full page of glowing client testimonials. You can also spread testimonials throughout the media kit components using pull quote design effects.
10. Company Affiliates. If you have a formal affiliate or partner program, add this information. If you use top quality vendors, add their information as well. If you sell through certain distributors, list them. Connections add flavor and make your story more attractive.
11. Press Releases. Use any relevant releases with dates less than 90 days. Otherwise you look stale.
12. Publication and Speaking List. If an author, tell where you were published. If you’ve been written about, expand by adding details about the publication and the nature of the piece. A few summarized paragraphs will do. If you write your own electronic or printed newsletter, add this information as well. Add copies of the articles, newsletters or shorts only if they are relevant and current.Have you spoken at events or to groups? List them, and if the appearances are old, don't include dates. Include panel participations, seminars you’ve taught and events you’ve spoken at.
13. Radio/Television Appearances. Whether you were a guest, a host or an expert doesn't matter. Tell readers where they can access any audio or video clips. You’ll want to set the availability of this information off with some sort of design element to make sure it isn't missed. To expand an appearance, add elements about how you got on the show, what you did or didn't like, what you talked about or other details about the experience. Human interest stories always spark interest to the media. Give enough to peak their curiosity.
14. Endorsements or Personal Acknowledgements. For media kits, credibility is crucial. Endorsements should include more detail than brief testimonials. Add copies of special endorsement letters or just mention them throughout other components. Only add letters and statements with the endorser’s permission. Product manufacturers and book authors frequently include endorsements. Be creative with this area and actively look for endorsers all the time.
15. Frequently Asked Questions (FAQs). This component is a must in every media kit. Normally, media people read these pages first or second, and they want a synopsis of answers to common questions. Formulate the questions by asking media contacts what they would need to know to write a story. Don't guess what they want.
16. Photos. For trainers, speakers, or other professional services, color photos can be expensive to include and aren't necessary. For product manufacturers, stores, corporations, etc… use images of your facilities, team and offerings to spark interest.
17. Community. Add volunteer projects you have worked on, or board positions you have held. To expand, add additional details about the community organization. On a corporate level, talk about events you’ve sponsored, charities you’ve partnered with and relevant donations you’ve made.
18. DVD/CD-ROM. If you have the resources and time to pull together a corporate or personal DVD/CD to insert in the media kit, great. This is not necessarily right or required for many press kits, but if the media can see you in action they will get a feel for how you might perform in an interview. If they can see your facilities, your products being used, and your services being delivered, it will build confidence and rapport.
* If you have a well-trafficked website, it is a good idea to post your entire media kit and press releases in .pdf format online. Have downloadable images available as well. This allows the media to access everything they need instantly, and it keeps them from having to store a hardcopy of your press kit or call you for information.
