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Yes Virginia, You Should Have a Media Kit

6 Checkpoints You Should Include



Not long ago I interviewed an amazing industry CEO. Before we chatted I called the PR leader who’d sent the news that sparked my interest, and asked if he had any type of press kit with some extra background on the leader and/or the company.

Essentially his answer was, “Why would we have one? Anyone who’s interested can just look for info on Google.”




How well do you search?

It’s not as if the PR fellow’s wrong. A savvy reporter learns research from the get-go.

But I admit I’m prejudiced. When I started in health reporting over 20 years ago, we couldn’t do the kind of ‘net searches we can do now. Instead, I had to use print tools from a great reference resource called O’Dwyer’s…which still exists, BTW. One of their reference books identified media liaisons at numerous companies (from Fortune 500 to nonprofits), while another reference they had offered PR agencies and noted who was handling which clients.


So let’s say I was doing a story on summer shopping trends, including charity shopping outlets. I’d check one book and find which agencies handled shopping (or maybe grocery stores or even online shopping)—but then I’d still have to dig down to find experts in one of those specific areas. In the corporate book, I’d explore to find companies like the National Grocers Associations or National Retail Federation.

Today, search engines can find tons of needed retail info. Type in the generic phrase, “online shopping” and link after link appears, including Target and Walmart, Shopify…and on top, GoDaddy!


Oh, you’ll find other links, but many are .com, not .org or even .edu. It’s always better to find spokespeople from well-known places, like a university or an established nonprofit. Otherwise you could find anyone trying to glean recognition.