Media Kits Done Right
 By Alex R. Merriman

If you’d like to garner some free publicity for your small business, the first place to start is by creating a current, easy-to-use media kit.

This is simply a packet of information about your business that you hand out to anyone who wants to know more about your company. This may include customers and prospects, of course, but a media kit is designed primarily to be given to the press.

Most writers and reporters are constantly searching for sources for their articles, programs and news segments. By getting a current media kit in their hands, you’ll help keep your company at the top of their minds when they’re looking for these sources.

Media Kit Contents
A basic media kit should contain the following:

• Business facts and information

Write a brief description of what your company does and what makes it unique. Include your mission statement; key goals and objectives; your physical address, Web site address and all contact information; and any other pertinent and interesting information. You can structure it as a simple narrative or in the form of Frequently Asked Questions (or FAQs).


• Company history

Present a brief timeline of the major events and milestones in the life of your business. To make it more interesting and potentially newsworthy, include your thoughts and personal stories about why you started the company and how it evolved to where it is today.


• Description of products and services

This should be the real meat and potatoes of your media kit. Include brochures, pamphlets, spec sheets, product photos and any other collateral material you may have. Explain key benefits, things that make your products and services unique, and why your customers buy from you.


• Bios of the owner and key employees

Don’t just include resumes. Instead, write interesting stories and anecdotes that bring yourself and your key employees to life. These might catch the eye of a writer or reporter looking for a human interest story to tell. Be sure to include birthplace and date, hometown, education, business experience, awards, and hobbies and interests outside of the business.


• Company news and events

Anything the media might find newsworthy should be included here: new hires or promotions; cutting-edge new equipment or technology you’ve implemented; major new customers you’ve acquired; community sponsorships or outreach efforts; speaking engagements by yourself or employees, etc. All of your press releases, published press clippings and articles, promotional DVDs and other similar materials should go here. Be sure to update this section of your media kit whenever you have relevant new material to add.


• Customer testimonials

These may be written testimonials from satisfied customers or recorded interviews on CD or DVD. Also write up some case studies of how you’ve helped customers meet specific needs or challenges and include them here.

The Final Pieces
Finally, make writers’ and reporters’ jobs a little easier by doing some brainstorming to think of potential ideas for stories and articles about your company, and include a list of these ideas in your media kit.

When complete, assemble all of the contents in an attractive folder or binder, along with a cover letter that briefly introduces your company and summarizes the contents of the kit.

Mail your kits to primary local newspapers, magazines, and radio and TV stations. Also target trade publications and Web sites.

In today’s always-on world, writers and reporters often need access to information 24/7, so it’s just as important that your media kit be available online as it is in print. Once you’ve completed your physical kit, begin transferring as much of the material as possible to your Web site. Create a media center link on your home page where the material can be accessed and downloaded immediately.



(Posted October 2008)

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