How to Create a Media Kit

A media kit is a three dimensional tool that breaks through the two dimensional plane of emails and texts. Reporters at major news outlets receive hundreds of emails from public relations professionals every day. As an assignments editor at the CBS affiliate in Dallas, I can remember watching emails penetrate my inbox every second during peak hours. Breaking through the noise takes creativity.

Earlier this summer I had a producer tell me my story idea regarding back to school shopping for college students wasn't visual enough for her morning show. I hung up the phone scratching my head. I had given her multiple examples of visual aids, but she wouldn't budge. And then it hit me. A media kit would make the story more tangible. I worked with my client, College Planning Authority, to put together a bucket of popcorn, ramen noodles, candy, and of course the press release.

The idea demonstrated that my client had great tips on how to save parents money - such as cutting back on meal plans, and unnecessary kitchen gadgets for college students who traditionally prefer food that comes out of a microwave. The kit got the attention of another reporter who came out and shot a story a couple of weeks after the previous rejection. Success!

I used the concept again on a story about trends in maternity photography. My client Teresa Berg Photography, arranges maternity sessions that rival photo shoots seen in magazine spreads. She sets the stage with soft music, a fan blowing on the subject and fun beverages for both mom and dad. He cracks a beer while mom sips matern-itinis (an alcohol free beverage made with coconut water and a few other ingredients). An email explaining the process just wouldn't adequately capture the experience. We came up with a beautiful basket that featured a fan that plugs into a computer (I found it on sale - more about why that's important later), a martini glass, coconut water, chocolate and of course samples of Berg's work. She also received media coverage as a result.

Though media kits are a fun way to share a client's story, there are a few things you need to consider before putting one together.

 1. Most news outlets hold journalists to ethical requirements that don't allow them to accept gifts over the $25 amount. Your kit may be construed as a gift, so be sure yours stays under that amount. Hence, shopping the clearence section.

2. Media kits come in all shapes and sizes. Be creative and seek inspiration for yours.

3. Be selective. Not all reporters will be receptive to this kind of attention grabbing pitch.

4. Make sure it is something you would want to receive, and that adequately represents your client. You want this to be something they'll write a story about, or at least talk about on Facebook or Twitter.

5. Don't just stop at the media kit. You've got to continually follow-up via phone and email in order to get a response. Remember you and dozens of others are competing for the reporter's attention.