The Anatomy Of A Media Kit
The purpose of a media kit (whether web version or print ready) is to provide high level information about the company, management team, market positioning and core offerings (whether product based, serviced based or a combination).
The main difference between a media kit and a press kit is in whether you are providing supportive information, or are pitching a concept to a media professional. Most companies should have a fingertip ready “mini” version of a media kit available for prospective clients, partners, etc to review.
In contrast, an unsolicited press kit is usually sent as a preemptive pitch for coverage or publicity – compared to being submitted by direct request. In this instance, the press kit would serve to help support a story that is angle specific.
A media kit (or press kit) might contain a number of items of interest, which include, but are not limited to the following common pieces:
- Business card
- Promotional item/prop
- Brochures
- Pricing sheets
- One sheets
- Ads
- Screen shots
- Head shots (management)
- Biographies (management)
- Backgrounder
- Press releases
- Announcements
- Write ups
- Clippings
- Photo ops/Candids
- Bylines
- Articles
- Talking points
- Workshops
- Tour/Workshop dates
- Appearance schedule
- Memberships
- Common Q&As
- Awards/Recognitions
Oftentimes the question of whether to mass produce media kit materials, or limit contents to items that can be easily produced electronically is better. The short answer is . . . it’s a matter of preference.
While it is expected that your company will have items that are readily available for download (either from your website, or as an attachment to an email message), some requests for information are better fulfilled with a personal letter and professionally assembled materials.
While it’s difficult to deny the significant cost advantage in limiting media kit materials to electronic assembly and distribution, being able to capitalize respond to inquiries or pursue opportunities with professionally designed, well-written and nicely prepared media materials will make a great impression – and in business, impressions are priceless.
About The Author:
Olalah Njenga is the CEO and senior marketing analyst at YellowWood Group, LLC. YellowWood Group is a strategic marketing firm that helps business owners re-interpret traditional marketing methods by leveraging new tools, new media and new thinking for better results, faster. Olalah is volunteer counselor for SCORE®, America's Counselors To Small Business, and has been profiled twice at Idea Cafe®, a leading website for small businesses. She is a member of the National Speakers Association and speaks on a variety of topics including strategic marketing, competitive analysis, profitability, brand equity and differentiation. She is also the creator of the Marketing With Ease™ Self Coaching Kit, a do-at-your-own-pace marketing coaching program for business professionals in service businesses.
Olalah can be reached via email at onjenga@yellowwoodgroup.com.
