In the past week, we have been organising media interviews for a financial services firm. Our inhouse PR expert is very talented and well-connected, and has organised more than 13 interviews for an international money markets expert. The thing is, this was done, all without using their media kit. Why? Because it is a bit out of date and doesn't represent the company and how forward thinking the company really is.

This got me thinking. What should go in a press kit (or media kit) in 2012?

Here are some things you should be considering;

1. Company Profile: Make it one page long - no more. Include information on when your company started, what you do, how you do it, your customers, how many staff (if it is significant), what markets you operate in, any awards you have received etc.
2. FACT Sheet: This is a one page document with a list of quick facts about the business. Included would be when the company was founded, who is the founder, one line on what you do, awards, geographic reach.
3. Pictures: For magazines and newspapers, this is imperative. Make sure you have professional photographs that are not BORING. The more creative the photo, the more likely the editorial will use it in their next issue. Ensure you have 5 to 10 to choose from and don't be afraid to organise a photoshop specialist to make sure the pictures are as good as they can be.
4. Profile: Ensure you media kit has a one page profile of the key spokesperson from the company. Include their background, experience and education credentials.
5. Social media: Provide links to all company social media platforms including facebook, twitter, linkedin, youtube etc.
6. Media page on website: Include previous media releases (press releases), picture library with password access (ensures that you get the details of the journalist who is accessing it and will keep others out who may misuse your image), previous stories that have been published or links to media coverage on television, radio and online.
7. Pinterest.com: Place images on pinterest.com of your spokesperson and products. Make sure they are creative.
8. YouTube: If you are super creative, do an introduction on your company, first person, on YouTube and send link to journalists. This will set the tone for the interview that they may be considering and if you are particularly good talent, may open some doors for you to gain even greater exposure.
9. QR Code: Link your media kit to a QR Code and show you are really 2012! Send in the mail on a card and see how many people download. You will be surprised!

Media kits should be sent as a link or attachment to media releases when you are first making contact electronically with a journalist. Alternatively, be creative and post it in the mail, but make sure it is not boring and bland - and ready to be thrown into the bin. The more creative, the more likely journalists are of remembering you.