Media kits: PR's resume

Media kits. By definition a media kit, or press kit, is a resource created by a PR or marketing pro to help generate interest about a specific client and gain publicity.

Googling the two words gives you other definitions: a package of materials sent out in order to gain interest, an information packet about a business or product or a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

Regardless of what marketing and PR pros believe a media kit means, they can all agree that they are an important tactic to gain publicity. And just like a resume, PR practitioners use media kits to tell a story.

But how do you stand out to publications when they receive millions of media kits a month?

First, start by standing out above the crowd. While the content of the media kit is important, creativity in packaging and presenting is even more important. With reporters reviewing media kits everyday, they want to see something different that jumps out at them.

Second, jam-pack the kit with useful information. Gail Z. Martin, entrepreneur and owner of a communication company explains that providing reporters with useful information like company bios and product information, helps reporters create accurate stories. Also, adding a CD to a media kit is a great tool in getting product pictures or company logos published with a story.

Finally, be up-to-date. While many of us are in the midst of the Internet age, providing multimedia press kits shows reporters a different kind of kit. Providing videos, pictures, blogs and websites with client information that would normally be in a folder, offers more information about clients or products in a more modern way.

When it comes down to it, PR pros ultimately want the coverage they deserve. Being creative, providing excellent press releases and company bios, and maybe even offer a multimedia press kit will definitely catch the attention of those reporters.

After all, providing a media kit is like sending a resume and reporters expect nothing but perfection.