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What Should Be in a Media Kit?

A media kit is simply an introduction for your product, your company, and yourself in a neatly organized package of information. The hard copy can be sent to newspapers, TV Stations, radio stations, and, of course, magazines as a way of publicizing your product.

Here's What Should Be Included

Copy of your product: If you can't afford to include a copy of your product, or don't want to because it would be cost prohibitive, at least include a one page description that lists the product attributes and the problem your product solves. The narrative is descriptive. It's not a sales piece.

Grabbers: A freebie that relates to your product, or to your product's topic. Make it something that the reporter will keep around and use. This isn't critical but it will help the reporter pay more attention to your media kit. If possible put the name of your product, company, or website on the grabber.

Latest press release: also called a news release.

Company fact sheet: Make it interesting but no more than one page. Include the physical address of the company, owner(s) why the company was established, when, and major accomplishments or achievements.

Reviews of the product you're currently promoting. You can excerpt if necessary.

Sample Interview Questions: These are for the media. Make the questions interesting or provocative. You don't have to include the answers in the media kit, but make sure you have some snappy answers ready to go. You'll look kind of silly if you provide the questions and then stammer and stall when you try to answer them. Ten questions are about right.

Media placement: You can include a list if there are more than say 10 placements. If less than 10 you can include clippings. If you don't have any placements yet, or just one or two, don't include this section. Reporters are more interested if they see that the company has garnered some other publicity. Now a word of warning: Some publications, news programs, and talks shows (no, I'm not going to name names) will refuse to cover a story if their competition has already covered it. But don't worry about that at this early stage.

Photo: Include a photo of yourself or the product as a high resolution jpeg on a disk, uploaded to your website, or hard copy. That photo may be used with the story.

Biography: Keep it brief no more than one page. Keep the information related to your company or project. The exception is if you have an interesting hobby or, say, have just completed an unusual trip such as walking the rain forests of the Amazon, include it. Reporters love the human interest aspect.

This is your hard copy kit. Take the same information and put it online.

Copyright 2009 Dee Power and Brian Hill