A media kit is a folder of information that will help reporters write an accurate story. It should include whatever facts you want them to know about. Contents can include-among other things-a history of your company, professional profiles of key executives or officers, black and white or color photos, a fact sheet about your organization, a business card, recent news releases and a small product sample.

Media kits help reporters save time and improve accuracy because everything is there in black and white. When I worked as a newspaper reporter, I sometimes copied entire paragraphs of information found in media kits, particularly when I was on deadline. It was convenient. And I didn't have to spend time calling the source to ask for more information, or double-check numerous facts. If you don't have a media kit and you're on a tight budget or have little time to create one, relax. You can start out small, then add to it as time goes on. I advise many of my clients to eventually build an entire wardrobe of contents, then decide what goes inside the media kit depending on how they are going to use it.

Media kits also show that you're media-savvy and understand how the news game is played. They can be used for far more than just the media. Use them as marketing materials to share with potential clients. Take them to trade shows. Give them to your sales people to use on sales calls.

To learn more about media kits see Special Report #8, "Media Kits on a Shoestring: How to Create Them Without Spending a Bundle"