If you've ever wandered around a company's web page in search for an address to send a press release or article off to, chances are you've stumbled across elusive Media Kit link. "What's a media kit?" you might ask. Good question.
A media kit is a kind of prepackaged PR tool that most large corporations use, but that can come in handy for small businesses as well. The materials within a media kit are standardized, prewritten documents that can be printed up or pulled out of a file for those inquiries that happen along when you least expect it.
There are a few essential items that should be included in your media kit: media kit cover, a set of press releases about many aspects of company (including individual products), short biographies of key individuals, copies of articles, photos, and some types of product literature, such a data sheets or brochures. You can put whatever else you think is relevent, but these are some of most common items.
A media kit cover is really just a pocketed folder for you to put rest of information inside of. However, it is generally a glossy, colorful folder with your company name or logo printed on front. Embossing logo is another effect that can be a great attention grabber. The standard size for media kit cover is 9" by 12", so that 8 1/2 by 11 inch documents can easily be stored inside.
Your media kit should include more than one press release. One should be focused on company's background, providing an overview of history, accomplishments, markets, products and services offered. Don't overly dramatize your story. Most editors will only use information found here as a reference for articles written about other aspects of your company. You should also include a press release for each individual product that you market, unless you produce an abundance of different items. In which case, three or four of your main products should get individual releases. If you think it's necessary, a combination release can be written about others.