Why the Web Is the New Media Kit

MICHAEL GREECE: A media kit generally is designed to define the messaging and positioning and identity of a brand or company. Quite frankly a media kit is, probably is becoming, to some extent, an anachronism, because the web has taken over as a search vehicle for people figuring out what the brand or the company stands for. And the details, once you go to someone’s home page, of messaging, of positioning, of mission statements, of all those things, of objectives, and products, and values, is very well-defined by most people’s homepage. So, I think the web has sort of taken, to a large extent, has taken the place of the media kit. I happen to think to some extent that it’s still valuable to have something hard to hand somebody when they come to meet you, because what basically you are doing is you are separating yourself from the noise. That is, everybody has a homepage that defines them, but not everybody has something to hand somebody that they can take back and slip in their briefcase, so I’m probably taking a maverick point of view, that to some extent, an element, or pieces of what historically people call a media kit might still be valuable in defining a small or middle-sized company’s brand.