What will make someone open your media kit when they have five other ones in front of them to look through? That's a great question. What would make you open mine? I'd say some kind of a fun, little thing that you would attach to the front of it or a fun, little message that might be on a sticker that would ask me a question that would pique my interest and spark my curiosity and make me open it. What wouldn't make me open it is a fancy, glitzy media kit with gold embossed letters on the front. Too many companies and organizations spend far too much money on pretty media kits. I would entice them with a sticker that asks a compelling question or with some kind of a little prize or a give-a-away inside the media kit. That's what would make me open it.

Here's another tip for you that I saw done recently. They sent out a media kit and there was a CD attached to the front of it that they had made very inexpensively and the reporter's picture was on the label of the CD and it said, "Information for," and the reporter's name. They just pulled the picture off the website and they put it on the label. The reporter loved it and thought it was hysterical that they took the time to do that. It really only took them about 10 minutes to do it. For more great information and tips on how to create media buzz for your event, read "How to Create Media Buzz When Promoting Your Special Event."