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Twenty-First Century Media Kits

Publicist Paul Krupin provided me his insight to current questions about Media Kits. The following is our interview. 

Q. Is there a place for a full-blown, old fashioned media kit any more, if so, when? 

I don’t believe there is a place for a standard one size fit all media kit at all. Each and every media one deals with, from the smallest blog online, newsletter to the largest magazine, newspaper or TV show is best viewed as a publisher who makes their income by publishing or producing content that people are willing to pay for. The media kit is one of the key methods for delivering the content that is needed to help that media do their job.

It should be a simple package with the minimum information needed to give the media what they need to do the job you want done.  So tailor what you give them to achieve your goals and address their specific stated or published needs and style.

 * handwritten short note

 * copy of the news release they received printed in laser color

 * book, product review, and/or promotion copies

 * cd/dvd with product photos, people photos & ms word files of text materials

 * pictures (4 by 6 size) of product and people photos for features

 * q & a’s - audience focused educational and entertaining information that allow shows to be created or feature story articles to be written

 * testimonials and reviewer comments that offer insights, but watch out that you only include comments from people but not media that compete with the one you are send to.

 You give the media what they need to do their job so that you get the best possible feature story coverage you can get. 

Q. Have online media rooms totally taken over the need for media “kits”? 

Not really, but it does make it easier and faster to make the content and information available to the media who are technologically savvy enough to utilize the materials you make available. Some media will happily go to an online media center. Some won’t. You need to determine the preferences of the particular media person you are working with and what they want or need to do their job.   

The robust online media center will get utilized. An effective online media kit can be one of the most valuable media and marketing tools you can create on your web site. It will help persuade even the most doubtful media that you are newsworthy and have what it takes to make their day.  When you send out a news release to your media, many of them will click on your link and come to your site. They are on a mission. They are searching for the information they need to write a feature story of some sort or an interview. You job is to make their visit fruitful and productive.  You must not only validate any claims you’ve made regarding your book, services or products, but you must also make it easy for the media editor or producer to find facts sufficient for them to quickly satisfy their needs.

When it comes to the Internet, the operative word to key in on is this one: “quick”. You must make it quick as a click to get what the editor needs. This may be facts, bio, pictures or interview questions. It can also be 200, 400, 600, 800, 1,000, 2,000 or 5,000 word articles.  Everything must be ready to go. Click it: they get it.

The goal is to make it attractive, easy to use, and ready to go for immediate media utilization. You create what you need to make the experience successful and enjoyable.

Q. What are the latest trends you are seeing? 

  1. Length does not matter. Content matters. With emailed news releases you can pitch the proposal for media, and then provide the media the camera ready problem solving tips articles, feature stories, and interview questions and answers with photos or video or audio very quickly and effectively.  Many media will know the quality as soon as they see it and use it right away. We see 1,000 to 3,000 to 6,000 word articles used this way. The days of the short one page faxed news release are gone.  You get to put your best foot forward.  
  2. Micro marketing communications tactics are important and need to be carefully developed and applied to headline, email subject lines, and to the leads of news releases. These are the door openers to getting media interested you your proposal for media coverage. Some news releases are received on cell phones (e.g., iPhones and Blackberries), portable notebooks, and laptops. The media will only see the subject line and maybe a snippet. Extra special care must be taken to make the headline identifies who will be interested and what the value is to the audience.  This is a quest for galvanizing nuggets of crystalline clarity that convey value and importance so well that the media responds with a “yes, send me more” and the door opens for a follow up that closes the deal.  
  3. The media is getting numb and there is a lot of mediocrity being produced.  Quality, credibility and persuasion are more important than ever.  To be successful you must learn how to turn people on and be effective with your communications.  This is the key question.  What can you say in three to five minutes that will absolutely convince half the people in front of you to hand you money for whatever it is you have to offer.  That’s what you need to figure out.  Once you create and prove this little script and once you really get it down and prove to yourself that it’s repeatable. That’s the miracle of the microcosm in America.  We’ve got a country of 330 million media indoctrinated people, and once you learn how to galvanize them even in your back yard, you can use technology to repeat the message and reproduce the response again and again. You must simply decide to be the very best you can be and give enthusiastically from the heart. Be sincere, be authentic, and go ahead and help the people you can help the most.  Do that and you will shine.


Thanks Paul for your insightful answers.


Paul J. Krupin, Direct Contact PR

Reach the Right Media in the Right Market with the Right Message

800-457-8746 (Toll Free US); 509-531-8390  (Cell);  509-582-5174 (Direct)

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4 Responses to “Twenty-First Century Media Kits”

  1. Walt Shiel says:

    Great post with some good thinking points. And timely for us as we are currently rebuilding our website and, of course, redoing the unfortunately out-of-date media room


  2. [...] This post was mentioned on Twitter by roadtripdreamer, Carol White. Carol White said: Are Media Kits dead? Here are the latest trends from publicist Paul Krupin: [...]

  3. Mary Shafer says:

    I think these points head in the right direction, but I also believe that, with a few exceptions, the whole idea of a hardcopy media kit is simply archaic.

    Editors, reporters and bloggers are all now working in a 24/7 news cycle. They don’t have time to call or write to request a tangible, print press kit. They just want to click a link to your online newsroom and have instant access to all the info and downloadable files.

    I really think that concentrating on evolving the traditional press kit, even if it contains digital assets, is a kind of halfway modern solution that ceased to be current about three years ago. Yes, we still create the elements for them (since they’re already being created for posting online), which can be printed out and stuffed into a folder on a moment’s notice for the extremely few requests we may get. But overall, we’ve gone completely digital with our publicity materials, and there’s no going back.

  4. admin says:

    Hi Mary -

    Thanks for your comments. I think that is pretty much what Paul was saying. Reporters, just like the rest of us, are really busy and have become addicted to the ease of “copy/paste” and clicking on information. Thanks for posting.

    Watch for article on media kits in a future edition of the IBPA Newsletter.


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