A media kit is a tool used by companies to get noticed by the media. It can range from a basic press release to an elaborate package including CDs, samples, and more. The contents depend on the company’s purpose, with the goal of capturing media attention.
Any company that wants to get noticed by the media builds a media kit. Depending on the business, the kit can be anything from a basic press release about the company up to an elaborate package that includes a CD/DVD about the company, slides, and free samples.
A basic media kit usually comes as a company information folder. The company’s public relations manager will typically also include a card with contact information. The starter kit usually contains an information sheet about the company, along with a press release describing anything new or innovative the company is doing, a short annual report form, and perhaps a testimonial sheet from people who have used the company’s services or products. These releases are placed in an attractive and conservative folder, possibly with the company logo on the front, and mailed to the media. Finance companies and similar businesses often ship a media kit designed in this way.
Some companies, such as fashion houses or entertainment companies, will send elaborate kits. They may include a CD or DVD featuring the latest fall fashions, complete with interviews with the designers! Some kits may also send small fabric swatches, perfume samples, or music CDs featuring the new artists in a record label’s stable. Food companies often send samples. A cookie company can send a package of the latest product along with press releases, for example. A media kit can contain different products such as birdseed or aluminum foil! An air conditioning company sends out sugar-free mints with the slogan “Be cool!” on the packaging.
A media kit can be assembled to inform the media about a new company or to promote a new product from an established company. How the kit is assembled and what it contains depends largely on the purpose for which it is intended.
A kit for an established company may contain only basic information, but it will focus on a new product and its development. A new company kit will be packed with information about the company’s history, usually with an eye towards showing how innovative the company is, thus making it more newsworthy. The purpose of the media kit, whether for a new company or an established one, is to capture media attention. If it does, it has achieved its purpose.
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