A media kit is a necessary component for business building and attracting forthcoming media coverage. It contains information and materials in a folder that is intended to give readers insight into your business. It should be well-written, professional and effectively organized so it's easy to extract quick facts.

A media should include these basic components:

Cover letter ? This should be in a letter format explaining the intent for sending the media kit and where they can contact you for further information.

Fact sheet ? This is a summary of your company including the history and any important background information on your company. It should explain when the company was founded, your products or services, new company developments, the number of corporate offices you have and the location of their headquarters and any awards received.

Biographies ? These write ups of key personnel explain how they got started at your company, where they were educated, past employment experience and education, where they are from, their interests, community involvement and awards received.

About the Company ? This should explain what the company is about and the products or services that are offered.

Visuals ? These can include photographs of your key personnel, office location, charts, maps and graphs so people can better understand your product or service and how they can benefit by using it.

Press Release ? Only your most recent release should be included in this media kit.

Media Coverage ? All press received for your business can be scanned in or photocopied and inserted into this section. Media appearance dates should also be listed next to the media coverage your business received.

Testimonials ? These should be gathered from satisfied clients and included with any copies of complimentary letters received.

Other items that can be included: company brochure, list of questions with answers for reporters, suggested interview topics, catalogue of new products, industry news, published writing and press passes.

The folder doesn't need to have an elaborate or fancy design on it. It could be solid colored, with a sticker of your company logo in the center of the folder. Your business card should be placed in the inside pocket of the folder and all papers should be typed out on company letterhead and organized neatly in the folder. The entire contents should be consistent with the image and branding of your business.

A media kit is an important tool that assists reporters with their guest selection process. Reporters are more likely to choose to interview an individual that has all necessary information about their company pulled together in a quick, easy to read format so they can refer back to it; thus, saving them time from having to do further research about the company. It simplifies their job and it makes you stand out from your competition.

? Crystal Dallner 2007. All rights reserved; used by permission.