What are some ways that you can grab the media's attention with your media kit? I had one press kit I thought was one of the most gorgeous things I've ever seen. I just loved it. It wasn't one that I had done. A huge firm on the East Coast had done it. The reporter looked at it, flipped through it, went, "Uh uh, can't use this.can't use this.can't use this." then pulled out a printout of an online press kit and was mesmerized for about 30 minutes. In fact, I was literally saying, "OK, next. Show me what's next." So it isn't really how glossy it is, or how colorful, unless there's a heck of a good reason for why it needs to be. It's what information is in it, and how quickly they can scan it and get what they need. Certainly the compelling headline, which is really informative, is really important.

As I've mentioned to you before, I use a two-line headline because they'll read the whole two lines. You can get a lot on there. Then the first paragraph, just like in a newspaper, has to have a good lead. And it isn't who, what, when, where and why. That's boring. It's something that really hooks their interest.

For more important tips on how to use media kits for publicity, read "Electronic Media Kits: How to Create Them, Deliver them, and See Instant Results."