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