Blog Archive
2019 (2)
2018 (8)
2017 (2)
2016 (6)
2015 (6)
2014 (6)
2013 (10)
2012 (17)
2011 (7)
2010 (26)
2009 (1)
What Part Does a Media Kit Play in a Small Business PR Campaign?
Written by Chris Woodward, MasterClass Marketing February 11, 2010
A media kit is an essential tool for any small business PR campaign. A valuable resource for reporters, a media kit helps the reporter research your company and assess your value as an industry expert on industry-related topics. It’s also a useful tool in marketing to potential clients, investors, and others.
In simple terms, a media kit is an information packet about your company. It should make a strong impression and address most questions that someone might have about your firm. Since there is a great deal of flexibility in compiling the information in a media kit, it can be tailored to the reader and the purpose at hand.
Contents
Your media kit should provide a range of up-to-date information about your company. And it’s important that all contents are up-to-date—stale, outdated information makes your company look unprofessional.
• Introduction Letter: It’s often a good idea to include an introduction letter tailored to the reader and the specific occasion, if any.
• Company Profile: Also known as a backgrounder, this highlights how you stand out in your industry, your key products and services.
• Fact Sheet: This serves as a handy reference guide to your company, providing all the basic facts at a glance.
• Key Services or Products: Provide an overview of your major services or product lines, and individual service or product sheets as applicable.
• FAQ: A FAQ (frequently asked questions) is a series of questions and answers that addresses timely topics
• Biographies of Top Management
• Company History
• Articles and Press releases: This is a perfect opportunity to get more mileage out of your press coverage.
• Photography: Include high-resolution (300 dpi) images of products, projects, events and top management.
• Contacts: Include the name of the individual authorized to talk with the media.
You can make your media kit available as a downloadable on PDF on your website. It’s also a good idea to make up several dozen folders to have on hand for those occasions when you want to hand out a hard copy.
Once you put the effort into compiling your media kit, you’ll be surprised at what a valuable tool it can be in a small business PR campaign. To learn more about media kits and for a complete guide to media relations, see the MasterClass Marketing Media Guide. And for more small business marketing and PR tips, sign up for my free report: “8 Key Steps to Small Business Success.”