Why and how to use a media kit in your 2020 PR efforts
As journalists face dwindling resources and rapidly churning news cycles, organizations must deliver comprehensive brand information in a central location. Follow these tips and tactics.
As we finalize PR plans for the coming decade, one key PR tool shouldn’t get left behind in the 2010s: the media kit.
PR pros are becoming more cross-functional, working with media outlets facing scarce resources and time, and playing a crucial role in the brand’s overall marketing strategy.
Along the way, many have forgone the media kit as part of a strategic plan for clients.
Today, we can create media kits that are digital, interactive tools. Organizations can share high-resolution downloadable images, video content and survey data for grab-and-go media resources. Digitally interactive media kits create one place for busy writers, producers and editors to include your brand in their coverage.
When created properly, a media kit shouldn’t be a jargon-filled, stale book of branded sales information that never sees the light of day. A media kit should solve many of the problems PR pros face in a changing earned-media landscape.
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