Tailoring your media kit to fit the recipient
Just as each different type of media outlet (radio, TV, newspapers, magazines) communicates their stories in different ways, each has a different set of needs for information in a media kit. Tailoring your media kit to fit their needs not only saves you from having to send out unnecessary materials, it also makes you look great in their eyes because you're sending them exactly what they need.
Radio
The radio bookers hardly do their research a lot of times, so a lot of times if you do provide good interview questions, they will practically read right down the list. You also want to provide some backgrounders for them so that if they actually are doing their research, they can read up on it and feel knowledgeable. They usually will not look over the product or the book all that carefully. They may not even get into it all. You just want them to be able to look at it, do a talk show, and sound credible based on what's right there.
Newspapers
The weekly newspapers like "print as is" pieces that don’t require much editing. They're very short on staff. So if you have something that they can just pick up and print and edit for length, that's great.
The metro papers are just the opposite. They cannot use something that's "print as is" unless it's in a small sidebar. And they almost always have to create a new story.
This is just one of the many tips on developing an effective media kit available in Electronic Media Kits: How to Create Them, Deliver Them and See INSTANT Results
