Media Kit 101

Many of the non-profits I work with are operating without a media kit. This is a critical strategic error, since it means that - by definition - the organization's PR efforts have to be re-created from scratch each time they're needed.

A media kit is a collection of all of the information a journalist would need to have at their fingertips to do a story on your organization. A media kit should contain:

1. a general history of your organization (also referred to as a "backgrounder")
2. a fact sheet (a brief "facts and figures" overview of your organization")
3. biographical information and photos of key members of your organization
   
4. photographs (that you have written permission to use)
   
5. video (again, with permission)
6. press releases (with the most recent release at the top of the list)
   
7. past news articles (with the most recent article at the top of the list)
   
8. color and gray scale logos
9. organization brochures, newsletters or publications (if any)
   

Ideally, all of these things should be available in a central location on your organization's website, as well as in hard copy.

Gathering these items well before a big press opportunity lands in your organization's lap, will ensure that you're able to capitalize on every press opportunity that comes your way.