Whether you call it a media kit, a press kit or EPK (electronic press kit), it's an essential element of your public relations campaign. It's like that little black dress or navy suit you can always rely on to look classy in any situation. Whether you are launching a new product or service, have a major company announcement or are simply making the most of media opportunities at a trade show, your media kit - if done correctly - is going to carry you through like a true PR professional.

Media kits typically consist of an eye-catching package that enhances your brand and contains pertinent information about your company or organization. While custom folders and printed inserts are the norm, the style of your media kit is limited only by your creativity and budget. Maybe your packaging is a treasure chest, and your information is printed on circular sheets that resemble oversized gold coins, or you use a CD case and fill it with full-color inserts cut in 4 inch squares to fit the jewel case. Before you get too carried away with packaging, remember that you want journalists to hold on to the information and file it for future reference.

Many companies opt to provide their media kits in a digital format, either on a CD with a colorful label or USB flash drive imprinted with the company logo. Electronic media kits do have a few advantages over their printed counterparts. They are:
- Compatible with current and emerging electronic media. Many media practitioners, particularly bloggers, often prefer digital media
- Easy to update and adapt to maintain currency and relevance
- Less costly to produce in some cases
- Easy to navigate, provided that you‚ve organized the content with a common sense menu

Digital media kits also allow you to be "hip" by accommodating videos, MP3 files or podcasts. On the flip side, some writers may not feel comfortable with this technology or may have compatibility issues with the software on your disk. When deciding whether you should have a conventional or digital media kit, consider the type of media you communicate with most and where they're at on the technology adoption scale. In fact, some companies find it's a good idea to have both a printed and digital media kit.

Another key consideration in design and packaging is to maintain brand consistency. Do your company logo, color selections and font choices speak with the same voice as your other marketing materials? Does your media kit capture the personality of your organization? How does it coordinate with your website and online pressroom?

Whatever the style of your media kit, the main goal is to provide editors and reporters with the information they need. Common components of a media kit include:
-A company or organization overview
-A backgrounder with organization history
-Fact sheet outlining products and services. You may even want to include specific statistics or performance history.
-Bio sheets and photos of key officers or staff
-Media contact information and web site. Unfortunately, this is basic information that many people forget to include.
-Digital files of photographs and logos
-A press release detailing your current news and reason for distributing the media kit
-Past press coverage or several of your most important recent releases
-Most recent issue of your company newsletter
-Business card or Rolodex card for your company spokesperson

Now, you may say "Why do I need a media kit? All that information is on my web site. The media can get it there."

Well, sure, they can get it there, but will they? It takes time to visit a web site, and time is a precious commodity for busy reporters and editors. Or maybe you're talking to media from television stations who are filing their stories from the site of your press conference or event and don't have access to the Internet. Either way, your goal should be to provide the media with information they can easily access and use. If you don't, you may find that your story is not that important to them after all.

Another benefit of the media kit is that it can be for more than just media. You can tailor the content depending on how you want to use it. Develop inserts on products and pricing or your authorized dealer program, and your media kit becomes a sales tool. Once again, you‚re limited only by your imagination and budget.

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