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Finding the facts in a media kit

Eric Butler

Finding the facts in a media kit by Eric Butler on July 11th, 2017

Product sheets are great! They provide all the basic info when it comes to a new product: MSRP, store availability and general description. But, when it comes to communicating a larger story, there are other things in the PR toolkit that can be helpful to get a message across. The sky is the limit and creativity is key, so let’s take a closer look.

When pulling together a media kit, it’s important to put yourself in the shoes of the person who will receive it on the other end. Answering the question: “why is this important” is paramount when it comes to impactful communications. The first step to a great media kit is knowing your audience. If you can identify who you are writing for, i.e. trade v.s. local media, then you will have a good starting point for what to include in you media kit.

Before you start writing, it’s all about research, research, research and more research. Take this as an opportunity to get to know your client. If you are designing a media kit for a company you work at, don’t assume you have all the facts. Sometimes new information and conversations can provide a different take on a previously understood concept, value, process or idea.

Next, it’s important to utilize the tools available to you. The main sources of information in a media kit often comes from the product sheet or a news release. Additional tools which are available could include: media advisories, company backgrounders, fact sheets, speeches and more.

One of my favourite tools inside s in the media kit, which is often under-utilized, is the fact sheet. Fact sheets are a great way to capture a snapshot of story angle while offering key information that back up what’s being said in punchy short thoughts. These facts often lend credibility to stories overall and make it easy for journalists and influencers to provide variation between stories by focusing on one element over another.

The next time you are planning out a media kit, if you consider your audience, do your research and keep all the tools available to you in mind, I’m sure you campaign will be a success.


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