View Other Articles
Subscribe
Get notified monthly of new or updated articles in the pool.
|
Guest Authors Wanted...
Get full Author's Credits and Relevant Backlinks
Email the Webmaster for details.
|
|
|
Media Kit: 25 Component Possibilities
First Published: Sep 2004
Last Update: Sep 2004
Author: Catherine Franz
Media kits, virtual or print, include a combination of information whether
created for electronic delivery or print. The number of components depends on
the kit’s focus and intention. For instance, an author’s kit would include a
different combination of information than a service business, or a multifaceted
company or speaker.
Here is a list of component elements to pull from and tips to bring a media kit
together. No single kit will need all components. Choose the components that
match your or the receiver’s needs.
1. Table of Contents (TOC). Kit receivers always appreciate this feature, it
respects their time. I
recommend this rule: five or less pages, include the TOC in a personalized
letter, using design elements such as bold, larger font or centering to set
itself off from the rest of the letter. Six and more, use a single sheet. And
place the page before all other pages, including the letter. For electronic
delivery, use color, to help gain attention.
2. Company Information. An "About Us" page includes contact information. It is
also an accumulation of other aspects about that company, however, in summary
format. When founded but not how founded, vision and mission, simple list of
services or product or just an overall view.
3. About Our Departments. If you have several different departments in your
company, you can include a page with a summary of each departments
responsibility.
4. About You. Similar to number 2 with the focus on a single individual. You
will want to focus the language and information to exactly what the media needs
to know. For example, solopreneurs the particulars would be about you,
credentials, and information with a single focus. Similar to a resume but not
quite.
5. Founder Page. Do you have a company founder with an interesting story of how
they started the company? It doesn't matter if they are deceased or retired.
Honor their tenacity and creativity with their picture.
6. Upper Management. It is important to stress any special skills or background
in the company that is an asset. Use one page per management level or several on
a single page. Several pages are okay for this section if it supports the media
request.
7. Services. One per page or several to a page. If you don't have enough
material for a whole page, create enough. If more than one service, add a list
of the other services at the end of the page to indicate what else is available.
8. Products. Use service tips above. You will want to include whatever pictures
need to depict the product.
9. Employee. This component is seldom included, yet it is a significant way to
demonstrate how the company’s differences. This information is about the staff
as a whole. Presentation depends on what the intention of the media kit.
Statistics, number of employees, tenure, company events, or community projects,
work well here. If the statistics don't shine, don't include.
10. Company History. Adding a history can make or break media attraction. If a
young company you might think it’s could be a negative element, not true.
Depends on what side you are presenting in the kit. For a season company, it is
a must. What prevails or whether to include or not, is how interesting is the
story. If it is interesting or creates curiosity, include it.
11. Awards. Include any awards or special interests of employees. Do you have
published authors in your company, an Olympic participant, or something else?
Consider including. Sometimes a backdoor interest can bring media coverage in.
If there is only one award you can add it on another page. To create a whole
page from short information, list past winners or describe the selection
process. Ceremonial pictures add interest.
12. Distinction Page. This page needs to show how the company is different.
Comparison charts, like those found in most software product sales information
pages, are easy for readers to scan and comprehend. Graphs also work well.
13. Client List. List clients whether they are well-known or not. If your client
list is extremely confidential, mention this in lieu of the list. You can expand
the information by providing some brief background information about the client.
14. Company Affiliates. If you have a formal affiliate program, add this
information. If you use top quality vendors, add their information as well.
Connection add flavor to being attractive.
15. Press Releases. Use releases with dates less than 90- days.
16. Publication List. If an author, where published. If short, expand by adding
details about the publication. A few summarized paragraphs will do. If you are
or where a columnist or write your own electronic or printed newsletter add this
information as well. Add copies only if relevant and current.
17. Speaking List. Have you spoken at events or to groups? List, if old, don't
include when. Instead group by categories. Include panel participations.
18. Radio/television appearances. Guest or host, doesn't matter. Tell them where
they can listen to any audio or video clips. I don't recommend including. They
are too expensive to send and for receivers to store. You want to set the
availability information off in some sort of design element to make sure it
isn't missed. To expand an appearance I like to suggest adding elements about
how you got on the show, what you did and didn't like, or other details about
the experience. Human interest stories always spark interest to the media. Give
enough to peak their curiosity.
19. Personal Story. What is your personal story about starting the business,
creating a product or service? Is it a rags to riches story? Usually people
don't think they have a good enough story to include, however, that normally
turns out to be fiction. Look for the buried treasure, dust and polish to see
the shine. Someone that can write from a charge neutral standpoint is best for
these.
20. Testimonials. You can spread testimonials throughout the components using
pull quote design effects. And also have their own page. To expand, enlarge font
size or reduce margins.
21. Endorsements are personal acknowledgements. For media kits, credibility
stands higher. They include more detail than testimonials. Add copies of special
endorsement letters or just mention them in other components. Only add with the
endorsers permission. Products and book authors frequently include these. Be
creative with this in your kit.
22. Reviews. Product or book reviews are not endorsements. Reviews give an
overview charge neutral opinion. Reviews have their own language. To learn that
language, read movie or book reviews.
23. Frequently Asked Questions (FAQs). This component is a must in every media
kit. Normally, media reads these pages first or second. Formulate questions by
asking media personnel. Don't guess what they want.
24. Photos. For trainers, speakers, or other professional services, color photos
are too expensive to include and aren't necessary. A small 6x9 black and white
is appropriate.
25. Community. Add volunteer projects you have worked on or positions you have
held. To expand, add additional details about the organization.
Note: Two-side pages count as one page.
When you are ready to send out a media kit, pull together the pieces that fit,
create a personalized letter, slip in the contact person’s business card,
usually the same person signing the letter, and its ready to mail or e-mail.
A beautifully designed media kit is nice but not necessary. Visual impact is
important, yet, you can do this with a matching color theme and quality paper.
Content needs to be the first and foremost focus. Fancy-looking media kits but
if it doesn't say anything to the receiver, it’s trashed. Value is in the
information and news worthiness.
About the Author
Catherine Franz, a Business Coach, specialized in writing, marketing and
product development. Newsletters and additional articles:
http://www.abundancecenter.com
blog: http://abundance.blogs.com
|
