In order to effectively conduct a publicity campaign, you must have a Media Kit. If you are a book author or can provide product samples, you will need both a print and online version of your Media Kit. Other business owners and professionals generally will only need an online Media Kit.
Here are four essential elements of a Media Kit:
1. Company Fact Sheet
This information is usually one or two pages. A fact sheet contains the basics:
- Description of company, when you were founded, company history
- Description of key products and services
- Listing of special achievements / awards
- Listing of key personnel with contact information
- Listing of company headquarters address and contact information (website, etc.)
- Listing of financial information, including revenue
- Number of employees and listing of all locations
2. Company Backgrounder
Depending on the other press materials, this information can include in-depth industry information (especially for a new or rapidly changing industry), or more information on the company or its principals.
3. Biographies
Biographies provide the media with additional information about key personnel. The CEO/President and other principals should have biographies.
This information can be in text or bullet form and should be no more than one page. A comprehensive bio includes:
- Name, title, list of responsibilities
- Previous jobs or businesses
- Education, awards
- Professional affiliations
- Community involvement
- Personal information (optional)
- Anything of interest that might make this person stand out to the media (for instance, the fact that an attorney specializing in stockbroker misconduct was a former financial advisor)
4.Press Releases
A press release gives important information to the media. It usually features an “angle” that the media would be interested in covering – a new product, extreme business growth, new business, new medical study findings, etc.
Want to see actual examples of each Media Kit item?
Examples of These 4 Media Kit Elements
You can get the free “Media Kit” Chapter of the Do-It-Yourself Public Relations Kit at http://zfpr.com/free_chapter.htm, which includes actual examples and formats for each item to include in a Media Kit.
