We all know that media kits are essential to your brand, as they are you calling card to the press, buyers, investors, your sales team, really anyone who wants to know about you, your business, and your products or service.
As a rule at Red Branch PR, we always have at least 10 hard copy press kits created and good to go should they be requested by an editor, producer, or stylist. Yes more and more often these days one can just email a media kit and save paper, but at least once a week (at least) we are mailing a kit that was requested, or sending it along with a sample to an editor.
To save yourselves the hassle, I recommend the following "always be prepared" tactics that are a rule in our offices, and should be in yours as well:
* Always have ten prepped media kits good to go with your "foundation material" which includes your biography, company backgrounder, one sheet (if necessary), a couple recent press releases, line sheets, photos, and product FAQs.
* Only add in press pages to kits once you know where it's going. Don't send a kit out to a media outlet with lots of their competitors' press in it, they won't cover you and you won't look original. Only send press clippings from outlets smaller than the one you're pitching, or in a different medium (TV vs Print, Online vs Newspaper, etc).
* Always have a template media kit prepared that can be used as a model. This way if you or someone else need to make one in a flash you can just follow the model.
* Never send a media kit out without personalizing it: add or subtract any material according to who is receiving it, add a personal note, and be sure your business card is included.
* Keep all your "filler" material organized by client next to the prepared media kits. When you are running halfway through them, re-order so you never fall short in a pinch.
Be sure to give yourself monthly Media Kit Check-Ups and go through the material to be sure it is up-to-date and in line with your key brand message.