A media kit, also known as a press kit, can either be a page on your website, a printed-out folder or an email attachment that contains resources and information about your organisation, event or product which journalists can use.
These media kits are mainly sent to journalists or newsroom Chiefs of Staff, to help them write stories and to quickly learn about the essential facts of your organisation. It also provides a one-stop-shop where journalists and editors can access photos, videos and marketing materials.
When you want to network or reach out to the press, a media kit is an essential tool to refer to and share. Journalists are usually more willing to cover the story if you’ve done some of the work up front (remember they’re incredibly time poor) and you and your organisation come across as incredibly professional and media-ready.
A media kit accompanies a media release, so the same rules apply – research which newsroom you think would be a good fit for your story. This is crucial, you don’t want to send it where it will be ignored by journalists.
In the age of the internet, digital media kits are becoming more common and if you have decided to publish your media (releases, grabs, photos, video, etc.) on your website, it can easily be accessed by journalists.
Create an easily found webpage that is linked to the footer of your main website either called “Media”, “Media Kit” or “Press Kit”. It’s best not to put it in your main navigation though.
Media kits can also be given to journalists on a USB at events or meet-ups, so they can access larger files that may not be able to be downloaded from a webpage or email.
The best way to give out media kit, though, is to send it via email.
Write a brief statement in the body of the email with a short sentence (no more than 10 words long) to identify what your media kit includes and why you’re sending it out.
Ideally, make sure the email with the media kit is personalised and tailored for each media organisation, rather than sending the same media kit to numerous journalists.
Sending media kits to regional newsrooms means your story can have a wider reach. If you send grabs or video, regional newsrooms can run the story, without having to send a cameraman or getting vision sent from another location.
The list of what needs to be included in a media kit may change depending on the reason why your organisation is using it and the resources you have available.
However, there are a few essentials that every media kit should have, as well as a few that your organisation would benefit from.
In a VNR, you’ll want to include the questions with the interviews, to provide some context to your story and to provide a basic text description that is embedded in the video. VNRs should not be more than 5 minutes long. Click here for an example of a VNR created by Adoni Media.
Always remember what media kits you have sent out and who has received one.
Think about what websites, television, magazine, newspaper and even radio platforms would fit best for your story and supply the journalist with the most relevant information.
Don’t be discouraged if your story doesn’t get picked up right away – something major might’ve happened in the news that day. If your story isn’t time-specific, try to keep in contact with the journalist and follow up if and when your story might be published.
You still need to put in the work to make your story happen. Media kits are just an easier way to provide the media with the information you want them to know – and they also give a journalist the resources they need to make their story. It’s a win-win for all involved.