A dynamic media kit helps your company stand out among the pile of other companies' media kits. Include goodies with your kit, such as a dog treat if your business is a bakery, and keep the kit's message and look clean and simple. Update physical kits at least once a year. Update online kits about every six weeks. Create different physical media kits for different audiences. For example, the angle of the kit might be different for a media person than for a customer or an investor.
Instructions
1. List specific, active verbs and powerful nouns that describe your business. Avoid empty adjectives such as wonderful and beautiful. Compile five to 10 unique facts about your business. Use the top two or three facts when you craft your pitch letter, also called a letter of introduction. This letter is where you hook your reader; unique facts draw the reader in and explain what makes your business different. Keep this letter, which can also double as the company overview, short. One page usually suffices.
2. Write biographies, each a maximum of three paragraphs, with photos of top company officers to put a personal stamp on your company.
3. Include a frequently asked questions (FAQs) section and your most recent two or three news releases. Also include recent, positive media coverage (or links to such coverage). No coverage? No problem. Erin Tracy, vice president of Regan Communications, says in the "Inc." article "Put Together a Press Kit" to create a demo video featuring company officials.
4. Spend time on the presentation of the kit, both the physical and the online version. One way to make a kit dynamic is to tie it into your business. For example, if you are a bakery, you could have your physical kit look like a cake or giant cookie, or have a cover image of a table with a variety of luscious desserts. Keep the look of your website clean, simple and professional. Use color contrasts and shadowing for a dynamic effect.
5. Keep the kit's message and look consistent. Do not overwhelm. Dynamic does not mean using 100 fonts in your kit and having your video messages blared at the top of spokespeople's lungs. Match your kit to the company. If you run a bakery, keep your message cheerful and airy. You would take a different approach if your company is a law firm. In that case, you go for a more solemn tone. Use the best materials and employees, or contractors, you can afford. The investment is worth it to make a good impression and win over customers.
6. Include a contact information section. Also provide a reason for the reader to contact you. For example, with a bakery, you could write: "To sample our prize-winning cookies, contact us for a tour and tasting."
