A press kit or media kit can be a great way to get the media interested in a story about an event, orgnaization, or individual. If put together correctly, a press kit can be an invaluable tool to getting the media's attention and potentially seeing a story in print, on television, or on the radio.
A basic media kit has several basic parts; however, it is possible to add additional information if it is appropriate. The main goal is to get media interested and anything that detracts from that goal may not be necessary.
Basic Parts of a Press Kit
Maine Creative provides the basic structure of a press kit. The first thing to be included is a backgrounder, or a profile of the sponsoring organization, group, or individual whom the press kit is highlighting. The backgrounder should include the basic who, what, when, where, why, and how, but should still be interesting enough to hook a reporter and make them intrigued enough to keep reading.
Next, a press kit should include a fact sheet, or a basic run down of why this thing is important. If it's an event, list the basic information and a brief reason why the event is being held. If it's an organization or individual, take the basics of the backgrounder and make them into a bulleted list. This is important for busy editors or reporters so that they get interested but have enough information to want to do an interview.
Also include a biography sheet to give the editor or reporter more information about individuals. Write biographies for prominent people within an organization or who are sponsoring an event, but keep in mind the size of the event or organization. Don't go too overboard; three to twelve bios are appropriate based on an organization or event's size. These biographies can be one to two paragraphs to a full page in length, but not any longer than a page.
Photographs also help to add visual interest and may be used in publication to draw attention to the article if the story appears in print. Make sure that the photos are clear and of professional quality. Including information about the photos, such as where and when they were taken and the photographer's name is also very helpful to the media, especially for smaller outlets.
Finally, a press release with contact information is an important part of a press kit. Write the press release as a traditional newspaper story would be written, with the most important information towards the beginning of the release. Editors typically begin to shorten stories starting at the end, so make sure no important information is in danger of being cut. Contact information should be prominently placed at the beginning of the release so reporters and editors know who to contact for more information.
Additional Parts of a Press Kit
There are several other items that can be added to a press kit. Story suggestions, possible interview questions, and samples of past publicity can be included to help do some of the work for the reporter. This can also help reporters find the basic information and will help them focus on more important material during interviews.
If the press kit is also going to a radio or television station, think about including a news package or radio blurb about the focus of the kit. Just like with the photos and the press release, these should be of professional quality and get straight to the point. For radio and television, it may be possible that parts of the package or blurb may be used during the actual story, so it is extremely important that these be of high quality if they are going to be included.
Packaging a Press Kit
Press kits should be packaged in a professional way, but it is not necessary to be over the top with packaging since the focus is on what is inside the package. For those with small budgets, a nice pocket folder and cover letter are sufficient; for those with larger budgets, special pocket folders with a company logo or insignia are acceptable. Make sure that the packaging is sturdy enough that contents are not damaged or lost when mailed or transported.
Press kits are an inexpensive and easy way to get publicity for an organization, event, or individual. A well-made press kit that gives reporters and editors the news they want will help garner attention from the media to spread the news that is out there.
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