A basic media kit. Photo courtesy of BigDogBoutique.com.
KAREN HOCHMAN, Editorial Director of THE NIBBLE, sees more than 1,000 media kits a year. She wishes she could share a copy of these best practices to some of their creators.
Updated February 2009
Media Kit Components
A Basic Media Kit, Online & Off, Can Help Your Business
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A standard media kit is not difficult to compile: it contains basic information about your company—information you know well. Traditionally, media kits hold printed materials within a folder (the standard 9" x 12" size is most commonly used). They are mailed to the press and other interested parties, and are distributed at product launch parties, trade shows, conferences, investment symposia and other events.
In the digital era, media kits are often sent out electronically and downloaded from websites; but you’ll still need a paper version. Even though some trendy companies in some industries distribute their physical media kit only on CD-ROM, that medium should be seen as incremental. Some readers may prefer the convenience, but not everyone is glued to their CD-ROM drives. To maximize your chance of press attention, nothing beats a piece of paper in the hands of a multi-tasking journalist or editor.
A good media kit can help your company:
- Obtain media coverage.
- Generate sales from both current and potential customers.
- Inform and interest potential investors and strategic partners.
Its purpose is to support your brand, educate readers and generate further interest. It is neither a direct sales vehicle nor a hard sell vehicle: the tone is informative, not self-aggrandizing. But the right information, and the right positioning of your product vis-à-vis others in the field, can lead to the interest that generates immediate and ongoing sales—and stakes out an important position for you in your industry segment.
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