If you have a media kit, how do you get it to the media? You want to put it on your site under a button on your home page that says "Press." It should not be just a press release. It should be a press section. And we prefer to have all of it on one page so that the reporter can just scroll down. To get them there, you do an email blast with a one-paragraph hook that ends with "More information is available." and they can click on the hotlink.

When you call reporters to pitch the story, they will say whether or not they are interested. Then, if they're interested, you can guide them to that kit right while they're on the phone with you. When you book radio talk shows, you then send a confirmation to the host and you say, "All of your show prep material is at this address." And by the way, although it's called a media kit, when I deal with radio talks show bookers, I always call it a "show prep kit" because that's their terminology.

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