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The Ingredients of a Press Kit

November 27, 2018

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 Your Business Media Kit

 

What Is a Media Kit?


A media kit, sometimes called a press kit, is simply an information packet about a business or product. It is called a media kit or a press kit because many times potential advertising mediums will ask for more information on the potential advertiser. Since most of this advertising is press- and media-related, the term media kit was adopted.

 

A press kit is like a resume for your company. In it is a collection of company information and articles put together to address questions from the media, investors, potential clients and others. The goal of the press kit is the same as all other marketing that a company does. It should grab the reader's attention, make a lasting impression and create enough interest that they will contact you for more information.

 

What's in a Press Kit?


There are many items that can go into a press or media kit, depending on the situation, the audience or the use. A media kit for potential investors is much different than a kit for potential clients. Although a press kit should be comprehensive, every promotional item or piece of marketing collateral ever produced by a company should not be included. Only put information that is current and most relevant to your target reader. When targeting media editors, be respective of their time.

 

Here are some ideas about what to include in your press kit. Of course, this is a comprehensive list and intended only to provide ideas for what is needed for your target audience. Do not include all of them in your press kit.

 

  1. Letter of introduction: Sometimes referred to as the pitch letter, this first impression item is where you will grab or lose the reader's interest. Tell them upfront why they should care about what you're telling them. Provide a table of contents or a brief description of the items enclosed in the actual press kit. Let them know you are available for follow-up interviews and questions. Also make sure to include your contact information in this letter.
     

  2. Information on the company: This includes your company's history, a company profile, and profiles of the chief officers, senior management and ownership. Include bio sheets, if appropriate.


    3. Product and service information, including a product, service or performance review: This will let editors see what others are saying about you or help the