Boost Your Biz With Media Kit Magic

Question: Recently, a reporter from a trade magazine in our industry asked me to send a media kit about our business for an article she was writing. Sadly, we didn't have such a thing. And frankly I'm not even sure what a media kit includes or how to go about putting one together. Can you help?

Answer: Don't be too hard on yourself. Many small business owners have never taken the time to create a media kit (also called a press kit) for their companies. That's too bad. A media kit is a marvelous, low-cost marketing tool that can work wonders for your business, if you put it in the right hands.

As its name implies, a media kit is a packet of information about your business that is intended for distribution to the media, such as newspapers, magazines, Web sites, radio stations, cable channels and other outlets.

But don't let the name "media kit" fool you. This handy marketing device can be used in many other ways, such as a trade show handout, a companion to new business presentations, an enticement for investors or a welcome kit for potential customers. The only limits are the boundaries of your imagination.

First, however, you have to put one together. Most media kits are simple pocket folders filled with a variety of information about your products and services, as well as the business in general. More elaborate models employ glossy, custom-printed folders emblazoned with your company logo, colors and images. A quick Web search under "custom presentation folders" will turn up dozens of potential suppliers.

If you want to portray a high-end image, spending the money for something slick may be worthwhile. But a simple kit, thoughtfully compiled, can still work wonders. Here are some ideas on what to include. Not all are appropriate for every business, so select that ones that fit:

• A business backgrounder. This is a synopsis of who you are and what you do. It can include a little history of the business, key milestones in your growth and other interesting facts about your size, location and unique traits. You can put this in bullet points, or narrative, but keep it to one or two pages.
  
  
• Your latest press release. If you don't have one, create one. Look for a news angle involving your business -an anniversary, expansion plan or special recognition you received. Write it yourself or hire a freelance writer to do it for you.
  
  
• Press clippings. If you've been written up in a newspaper or magazine article, include reprints of the article. If you were not the focal point, highlight the portions that talk about you.
  

• Comments and testimonials. Compile a page of your best customer testimonials. This ads great credibility to your kit.
  
  
• Brief biographies. Include a short profile of the business owner or other key people, including information on key experience, education, awards, speaking appearances and professional credentials.
  
  
• Community involvement. Highlight your involvement in local organizations, schools or charity events.
  
  
• Q&A or fact sheet. Do some research on your product, service or industry and compile bullet points of the most interesting facts and figures you can find.
  
  
• Contact information. Include details on how you or others at your business can be contacted, with phone and fax numbers and email addresses. Most folders also have a place to insert your business card.
  
  
• Invite visitors to your Web site. If you have a Web site, include your address and a little about what visitors can find there. Also consider creating a PDF version of your media kit for posting on your site.
  
  
• Product and service summary. This is not a catalog so don't go overboard here. But do include a brief description of what you sell, and what sets you apart from the competition. If you have a marketing brochure or booklet, include that as well.
  
  
• Client list. If appropriate, include a summary list of key clients that your business has served. A little name dropping might help your cause.
  
  
• A CD or DVD. More and more media kits include a CD or DVD with photos, detailed product information, multimedia presentations, music and all manner of other items. A good resource here is Disc Makers (www.discmakers.com).