Choose your components wisely

A media kit can contain any combination of dozens of elements in addition to the basics - testimonials, a list of store locations, a list of awards, information on community service and much more. The pieces you pull together to create your kit depend on your target audience. Hoping to attract investors? Include financial statements. Want to get booked as a radio guest? Include a list of previous radio appearances.

I recommend: Find a list of 25 components that can be included in a media kit at Workz: Helping Small Business Grow. For more tips on how to put together a media kit that sells, visit BusinessKnowHow.com or Allbusiness.com.

Get the facts on folders

Choose a high-quality two-pocket presentation folder that has a space to insert your business card. Customize your folder with a sticker that bears your company logo. Choose a folder that fits with your company identity. For instance, if you have a hip and trendy product line, consider a glossy presentation folder in a bright color. If you're in a conservative field, select a stately looking folder in slate blue or grey.

I recommend: Just type in "presentation folders" to see available options at Office Max or Office Depot.

Make it look professional

Your media kit should have a cohesive look that fits your image. Each page of your kit should be printed on your company letterhead to reinforce your brand. Be sure to use high-quality paper rather than cheap copier paper.

I recommend: Discover how to design your media kit yourself with Microsoft Publisher.

Put your media kit online

Many times, a reporter or a potential investor or client will want to look at your media kit immediately rather than waiting to receive it in the mail. Putting your media kit on your Web site makes it instantly available, makes it easy for you to update and reduces printing and mailing costs.

I recommend: The How-to Network offers tips on creating an online media kit. Try creating your online media kit as a downloadable pdf document in Adobe Acrobat. That way, anyone using a PC or a Mac will be able to view it.

Remember that images count

Many reporters decide not to write about a company based on the fact that there are no great images to accompany the story. By supplying high-resolution photographs on a CD, you give reporters yet another reason to consider your company for an article. Hire a professional photographer to take the photos. It's worth the extra cost.

I recommend: Burn both high-resolution and low-resolution copies of your images onto a CD-R and place it in your media kit.