A USB media kit is a fun, and sometimes cheap, way to connect.

A provincial-level, non-governmental organization recently asked me to weigh in on using media kits as a method of introducing an organization to the media. I couldn’t attend the session in person, but I thought it was an amazing topic and offered to contribute via the blog.

A couple of points to help set up the organization’s five questions:

• The program and the over fifty partner agencies feel they do not get the credit they deserve; they work in all communities across Ontario.
• It’s their organization’s goal to make a “strong push to do more community engaging events and involve new partnerships.”
• As with most NGO’s, they need this product to “double.” In addition to being a traditional media kit, they also need it to act as a way to introduce these vital agencies  and their work to interested businesses, citizens, and potential community partners.

Media Kit Questions What tools are available for making your media kit–efficiently and effectively?

• Great writing; short, simple, and to the point: Information is great. But, concise and relevant information is priceless. Too many media kits feature too many pages about programs/events and ephemera best left in annual reports and newsletters.
• Good design: invest in templates; don’t let your designers provide only un-editable files. Make good design a prerequisite to products leaving the organization. Has it been time for a new overall look for years? Get on it. In the mean time, simplify pages, strip out clip art, and embrace white space. Keep the fonts to two, maximum. You don’t need Photoshop and InDesign to make great looking products. You need common sense and an inspiration (head to the local magazine store and try replicating simple, modern layouts).
• Amazing photos: what do people see first? A great big photo. The best one you have. Draw in the audience. Don’t have great photos? Get some. Many photographers love working with NGOs and would be happy to help.
• Information journalists can use: I always giggle a little when I get big press packages with umpteen clippings from other papers. Select quotes should do it. Include relevant stats, a bullet point history (less than 150 words) and stories, anecdotes, and other information that can be used.

2) Can a media kit involve a simple cut and paste from your website? What tools should be included for media kits at events?

Journalists know how to visit your website. Don’t copy and paste.

Sections for a great event-based media kit:

Organizational bio (~200-300 words): have someone who works in your local coffee shop read it (Really!) and then ask them a few questions about your organization.

Event description: a short run down of the event narrative; what the journalist is going to see at the event and why; answer all the questions (who, what, when, where, why, and how).

Event scenario: a minute-by-minute breakdown of all things that will happen in the night.

Advance speeches: fork it over, it’s really nothing too secret–give journalists (and translators) copies of the speech in advance. They will like it, I swear.

Photo contact sheet: not required, but helpful. A one page colour print out of the 6 -10 photos available for download on your website. Photos of the prep and run-up to the event and of principal speakers/performers. Think, “photos that would look great on a blog or in the paper; unique shots no one else could have access to.”

3) What are some common mistakes in media kits and their delivery?

• Too little information, too much padding.
• Too much information, too little colour.
• Way too much information with no design/navigation elements.
• Old materials, dated logos and fonts.
• Inattention to detail. Not everything needs to be custom printed, but it should look like you cared about the way it was put together.
• Forcing the kit on unwilling journalists.

4) What are some unique ideas to stand out? USB data keys or sticks are still popular and can be custom printed with your logo for less than printed/custom dye cut folders. Opt for the largest size you can afford.

I’ve seen kits delivered in paint buckets, pizza boxes, with “kidnapping” style notes attached, stuffed with sparkles and streamers, and delivered by sining telegram. Funny thing: I can’t recall what any of those zany pitches was selling. Stay fun, clever, and charming. Kooky and zany get in the way.

I’ll point you to my thoughts on Social Media Releases as well. I think they can be used to great effect, provided you don’t pay too much and have a strategy to get them into the hands of journalists.

5) Can media accept gifts?

Yes and no. They will certainly snap up swag (t-shirts, bumper stickers, coffee mugs) directly related to the pitch or event, but real gifts (over $10-15)? That places journalists in an awkward situation. The same holds true for lunches, drinks, and dinners: if it’s work-related and the point is to get ink, it’s best to let the journalist pay for themselves.