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How to Prepare a Media Kit
by Ron Mader

PLANETA WIKI

Travel companies, government offices and citizen groups, are often asked to send a 'media kit' to reporters and editors. Here's how to create and update an effective media kit. FYI, this guide has been created with the feedback of a number of tour operators and professional media.

g Media Kit Handout

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QUOTABLE

No es suficiente poner el huevo, es necesario cacarearlo.(It's not enough to lay an egg. You have to crow about it.)
- Dichos

WHAT IS A MEDIA KIT?

No two reporters are seeking the same thing. Media kits need to be tailored to an individual request. That said, the components can be organized again ahead of time so that the 'kit' is easy to prepare.

Media kits can be handed out in person or sent via the mail.

INSIDE THE KIT

The most important thing to keep in mind is that the "kit" provides a variety of information in various formats. Among the most useful items:

Media Releases
Brochures
Photos (electronic copies need to be in high resolution, 300 DPI for print publication, 70 DPI for web)
Logos (300 DPI for print publication, 70 DPI for web)
CDs/DVDs
Videos
A single page printout of the front page of your website

THE VALUE OF MEDIA RELEASES

We recommend sending at least three media releases or news items from the past year that document your work. No need to know what good work you were doing five years ago. Journalists write about current events. Not sure what qualifies as a media release? If you have won awards, launched a new service, collaborated with associates, these topics deserve attention.

PREPARATION

Organize - Make sure your administrative office has copies of these materials on hand so that if you are asked for a media kit, so that it can be quickly assembled. Most journalists need timely information yesterday, so time is often of the essence.

Keep in mind to ASK the reporter/editor what materials they need for publication. No need to send a video on DVD if the reporter doesn't use a DVD player.

Recycle! Your website should archive the media releases or link to them if they are elsewhere on the Web.

AFTERWARD

After delivering a media kit, wait a month and conduct a survey. Ask journalists what materials they found useful. Keep those materials in the kit. Materials that are not considered useful should be changed or removed.

WHEN NOT TO SEND A MEDIA KIT

Sometimes sending a media kit is simply over the top. Many journalists are content with a business card that includes a working email and a website that is up-to-date. Again, it's best to ask the journalist what information they require.


AUTHOR

Ron Mader is the responsible travel correspondent for Transitions Abroad and host of the award-winning Planeta.com website.


ABOUT THIS GUIDE

This Planeta guide is part of our professional 'How2' series featuring practical, multi-player tips on press trips, media releases and media kits. We also have suggestions on greening events and improving signage.


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