Whether you’re hosting an event, releasing a product, or laying off employees, as long as it’s newsworthy then you want it published by the media. But how do you get an edge over other companies that are trying to do the same thing and still get all of the important information in the hands of the media?
Media kits, people.
It took me some time to find a media kit online that I thought was worthy to share. This is probably because media kits are not called “media kits” online. When I searched this term, I ended up with packages of promotional newsletters, photos, and statistics of bloggers and websites trying to prove that you should buy ad space or give them content. I finally figured out that when searching online, the alternative term for a traditional media kit is “press kit“.
Now that that’s all said and done, the online press kit that caught my eye was Hewlett-Packard’s (HP). The page immediately lists all of the press kits that HP has published and switching from press kits to news releases to news advisories is simple. What stood out was the sheer size of the press kit and what was available to me as I imagined being a media representative looking for a story. Here are some examples of what was offered in the HP Discover Las Vegas 2014 press kit from June 10, 2014:
- Synopsis of what happened at the event
- Related or earlier press releases
- Date, address, contact information of venue
- Multiple news advisories and fact sheets (one for each new product)
- Supplemental resources include blog posts, brochures, case studies, data sheets, solution briefs, white papers, partner information
- Product and event images
- Websites, video links, social media outlets
- Executive biographies
So. Many. Resources.
In a way, I was almost overwhelmed. I chose this press kit at random, and it turned out to have a lot of information. Since HP was in Las Vegas to promote and introduce new products at a large event, I’m not too surprised by the amount of added information. However, all of the multiple pictures and documents had clear titles and the page was organized very well. I investigated the other press kits, and most were smaller depending on content and were organized similarly with a synopsis at the beginning.
My only recommendation for HP: make your press kit titles more interesting and clear.
Needless to say, HP’s kits are going to be my go-to for creating killer media kits. What are your favourite press kits?