A media kit is an essential tool for your business – yet a basic tool that is sought by prospective advertisers and media publications alike. Still, many small business owners neglect to construct a quality media kit, and their outreach suffers all the more for it.
Why Build A Small Business Media Kit?
Let’s start with the basics – what is a media kit used for?
A media kit is a collection of information about you and your business, and about aspects that you’d like highlighted to different individuals. The primary use of the media kit is to supply media professionals – magazines, eZines, trade publications, newspapers and media sources – with the information of interest to them, in the hope of getting exposure for your business by being featured in various media outlets. Another popular use of the media kit is to show prospective advertisers and sponsors or supporters who you are and what you do so that they can determine the worth of advertising with you or sponsoring your business or events.
It is in your best interest to build a strong media kit so that you have this ‘go-to’ resource at the ready for all interested parties upon request, and so that you can easily pull together information for distribution purposes. You should build the basic media kit ahead of time and then personalise it for specific publications or parties as need be.
What Goes Into A Quality Media Kit?
Many small business owners are reluctant to build a media kit because it seems like a complex and overwhelming task. Really, it should be neither. The contents of a small business media kit are basic, and once done, require only minimal maintenance and upkeep.
In your media kit you should include:
– A cover letter on company letterhead that introduces you and your business, and tells the recipient why they should be interested in you (this can be personalised for different publications or sponsors)
– A business card paper clipped to the top of the cover letter
– A packet of information about your business and specific products, events, and so on. Include a few individual pieces such as a press release and product information pages, each of about one to two pages in length
– A CD of pictures to accompany articles and information, such as product photos, or photos of you or your staff at your place of business (make sure they are of high quality or they are useless to media publishers)
– A one to two page outline of your business, its function, and your customer-base; you can also include statistics for the business, particularly of interest to prospective advertisers and supporters
– Complete contact information including phone, email, postal and physical addresses
All of this should be neatly compiled and arranged inside a high-quality folder that bears your logo (this can be printed or add custom-made stickers to office-quality folders).
The point of the media kit is to supply enough relevant, interesting information about you and your business to gain the attention of editors and others looking for leads or companies to do business with. The small business media kit is a tool that provides that quickly and easily, making it easy for interested parties to learn about you and write features about you. Keep this in mind, make it simple for others to learn the most important things about you, and your media kit will become a truly useful vehicle for promotion of your business.
– Donna-Marie Coggins