Media kits, virtual or print, include a combination of information whether created for electronic delivery or print. The number of components depends on
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 components that match your or 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 TOC in a personalized letter, using design elements such as bold, larger font or centering to set itself off from rest of letter. Six and more, use a single sheet. And place page before all other pages, including 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 focus on a single individual. You will want to focus language and information to exactly what media needs to know. For example, solopreneurs 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 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 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 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 other services at end of page to indicate what else is available.
8. Products. Use service tips above. You will want to include whatever pictures need to depict product.
9. Employee. This component is seldom included, yet it is a significant way to demonstrate how company’s differences. This information is about staff as a whole. Presentation depends on what intention of media kit. Statistics, number of employees, tenure, company events, or community projects, work well here. If 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 kit. For a season company, it is a must. What prevails or whether to include or not, is how interesting is 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 selection process. Ceremonial pictures add interest.
12. Distinction Page. This page needs to show how 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.
