DID YOU KNOW?
Spending on B2B promotional marketing topped $44.76 billion in 2007.
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Media kits give journalists a brief introduction to your company. They should be succinct and contain your key messages. Though you may want to spice up a copy to attract attention, most journalists use the kit to get seminal information about you. They may want to cut and paste sections of the text, so make it easy to do so by supplying the kit in a reader friendly format such as text, Word, or PDF.
The goal of Public Relations is to tell a specific community about something that will interest them, using the media to spread the word. You want to make it friendly and easy to use so the journalist, faced with dozens (if not hundreds) of potential stories, chooses yours because it makes their life easier.
Your media kit should contain
Generally, media kits are sent to accompany a press release, so include that as well. And if you are telling the media about something concrete, like a new product, include the product brochure and photos.
You might also include a cover letter or query letter. It should be personalized and sent to a specific person in media.
Some people also include a CD or video but don't hold up your PR waiting for it to be produced. Most PR opportunities don't require the CD and most journalists are too busy to view them unless they decide to do a story, at which point they may ask for it.
Samples, giveaways, coupons, or any other item that makes your product or event interesting.
Proof of involvement with the targeted community.
It's important to you, but is it important to your neighbours? Newspapers and magazines are in the business of telling a defined community about exciting events of interest to their group. Some magazines target an industry and others target a town. You decide which community will find your news breath-taking.