Media kits are a non-negotiable aspect of any model. Need to see your online business featured on CNN, TechCrunch, or Forbes? Who doesn’t? To make it occur, you’ll want a top-notch media equipment.
Don’t fear—you don’t want to rent a public relations (PR) specialist or a graphic designer. You may make a media equipment all by yourself utilizing intelligent copywriting, free instruments, and plug-and-play media equipment templates.
Make making a media equipment a high precedence for your online business. It’ll solely take a number of hours, but it surely’ll pay dividends with regards to producing press. Don’t wait till you’re about to launch your huge PR marketing campaign to get your media equipment whipped up and able to go. Make investments the time now, so that you’re prepared for any surprising (though very welcome) press alternatives.
Thankfully, we’ve made constructing a media equipment fast and easy. Beneath, we’ll stroll you thru every little thing you want to know to make a media equipment that delivers every little thing reporters and bloggers need (and extra). Plus, we’ve excellent media equipment examples that’ll get your inventive juices flowing.
Desk of Contents
What Is a Media Package?
A media equipment (often known as a press equipment) is a group of promotional supplies that helps reporters and bloggers write articles about your model. It contains parts like:
- Contact Data
- Mission Assertion
- Product Data
- Social Handles
- Distributable Graphics
- Branding Do’s and Don’ts
- Case Research
- Public Enterprise Statistics
Feels like quite a bit, proper? Extra isn’t all the time higher, although, which is why we’ll information you thru the important parts later within the “Easy methods to Make a Media Package in 2023” part.
Media kits may be responsive pages in your web site, downloadable PDFs, presentation decks, or perhaps a Google Drive or Dropbox folder (sure, actually).
Objective of a Media Package
The aim of a media equipment is to make reporters’ and bloggers’ jobs as simple as potential. Give them every little thing they should learn about your organization to publish a high-quality article that makes them look good.
That’s it—that’s the complete level of a media equipment.
Sure, a media equipment has unbelievable advantages on your model (extra on that in a second), however keep in mind its function—making information media’s lives painless. Maintaining this in thoughts will enable you construct a no-fluff media equipment that the press loves to make use of.
“As newsrooms shrink, it’s on PR execs (and newbies) to make the job of reporters as simple as potential, particularly if earned media protection goes to be a spotlight,” says Spencer Anopol, senior public relations supervisor at DigitalOcean. “For many firms, one thing easy is completely superb—a sharable, non-editable Google Drive or Dropbox folder will suffice. Simply guarantee it’s organized and labeled nicely.
“As you develop, you may construct it out in your web site. Issues to incorporate could possibly be government headshots and bios, inventory pictures or movies of your group and amenities, firm logos and magnificence information, an organization timeline, and temporary firm historical past. If you wish to go above and past, add stats and analysis each about your organization and the trade you’re serving. A superb strategy to strategy it’s to contemplate what belongings a reporter would wish to flesh out a narrative and make these fast and straightforward to entry.”
Why Each Model Wants a Media Package
A media equipment helps you land press protection whilst you sleep (typically actually). With this handy-dandy useful resource, you may automate your PR processes as an alternative of regularly responding to one-off emails and cellphone calls. It’ll prevent (and reporters) useful time and vitality—and that’s generally the distinction between touchdown a narrative and getting reduce from the publication.
One other profit is model safety. If a reporter or blogger is determined to ship a narrative, they won’t do their due diligence find the right logos, taglines, statistics, and graphics. They may presumably use (and this occurs extra typically than you’d suppose) an previous brand and outdated details about your model.
A media equipment prevents this disaster from taking place. Belief us—the very first thing a author will search for when writing a couple of enterprise is their press equipment. If they’ll’t discover it, they’ll have to show to Google to piece collectively the info and belongings they want—and now you’re on the whim of the search engine.
Cue scary music—dun, dun, dun…
Public relations is all about telling and controlling the story. Should you don’t have a media equipment, you lose command from the get-go.
Easy methods to Make a Media Package in 2023 (Every little thing You Want)
You now know why a media equipment issues, however how do you make a media equipment that the press will love (and discover)? Thankfully, you seemingly have virtually every little thing you want already—now it’s nearly together with the proper parts and packaging them collectively properly.
Media kits may be interactive and over-the-top or static and fundamental—there’s no proper or incorrect strategy to do it. The way you make your media equipment will largely rely in your viewers, trade, and bandwidth.
We suggest preserving it easy with solely the necessities. Whilst you can embody every little thing on our record above (beneath “What’s a Media Package”), a barebones model is usually extra accessible and higher fulfills the general function: making a reporter’s job simpler.
Reporters will seemingly wish to use your organization’s brand within the hero picture or someplace within the article. Present a number of totally different sizes and qualities to make sure they don’t need to stretch your recordsdata.
Embrace a PNG model of your brand with a clear background. This offers graphic designers a bit extra freedom in the event that they place it on totally different pictures.
Alongside along with your branding, embody a condensed type information. This may embody how your brand can (and may’t be used). Present examples of applicable and inappropriate use instances. Connect your HTML and hex coloration codes in case a designer wants so as to add any on-brand parts to a picture or video.
Govt Headshots and Bios
Everybody likes a backstory, and the press continuously makes use of snippets out of your executives’ bios so as to add depth to their articles. They wish to know every key participant’s position within the firm and the way they ended up there.
You can too drop a number of quotes out of your executives right here, particularly if it’s one thing they continuously say. This lets reporters add quotable parts to their tales with out essentially having a non-public interview with an government.
Connect high-quality headshots of every of your executives to your media equipment. Should you don’t have them, get them. It’ll take lower than 5 minutes so that you can seize a cellphone, stage an government in entrance of a strong background, and take a good image.
Inventory Pictures and Movies
Reporters may wish to embody pictures or video parts of your product in use. Think about getting some b-roll of your workplace and day-to-day operations. Add product pictures of your items, and embody motion photographs, too.
In case you have a digital product, embody screenshots of it. This may encompass dashboards and options. In case you have a video product demo, add that to your media equipment, as nicely.
Present the contact data for who the press ought to contact. This isn’t the place to place the title, e-mail, cellphone quantity, and tackle of all of your executives—please don’t do this.
As an alternative, add the purpose of contact who’ll be dealing with press relations. Should you’re a solopreneur, that’ll be your self. In case you have a public relations supervisor or somebody who manages the media relationships, add their contact data.
Be sure that is an accessible e-mail tackle that will get checked typically. And after we say typically, we imply every day. Many press inquiries are time-sensitive, and they won’t wait round greater than 24 hours for a response if they’ve a urgent deadline.
Statistics and Analysis
Reporters love to make use of numbers, so give them something you’ve. In case you have income, buyer totals, or social followers you may share, add it right here.
For instance, check out The New York Occasions’ media equipment.
- Information rating
- International digital readership
- Reader demographics
- Viewers shopping for energy
That’s not solely convincing data for would-be advertisers to take a look at, but it surely’s compelling information factors writers can embody of their tales.
Transient Firm Historical past
Give writers every little thing they should know to inform your model’s quick historical past—however preserve it easy. This isn’t an eBook or weblog submit about your model. Your organization historical past part in your media equipment must be a paragraph or two about your origin story, mission, and imaginative and prescient. Add any big milestones in bullet-point vogue to make it extra digestible.
In case you have a extra complete firm historical past you wish to share, add a hyperlink to it—don’t embody the complete factor right here.
Embrace case research, opinions, and buyer testimonials right here. Brief one-sentence quotes work nicely right here—something for writers to repeat/paste into their articles. In case you have extra complete case research in your web site, condense it to a brief paragraph and add a hyperlink for readers to be taught extra—they seemingly don’t have time to learn the complete 1,000-word model.
Characteristic awards, partnership logos, and former press protection on this part.
Bear in mind to replace your media equipment often. Add your new testimonials, case research, and product data, in addition to exchange outdated data akin to followers and buyer counts.
Free Media Package Templates
Whilst you can construct a media equipment from scratch, we suggest saving time (and stopping design complications) utilizing a free media equipment template. These templates provide you with a framework for constructing a media equipment—you’ll simply pop in your copy and swap in your belongings.
Right here’s a listing of the perfect locations to search out free media equipment templates:
These sources all embody downloadable media equipment templates, and a few even embody drag-and-drop design builders. Mess around with these free choices earlier than you determine to construct one from scratch—there’s a great likelihood they have already got what you want.
High 4 Media Package Examples for Your Inspiration
Able to see real-life examples of media kits in motion? Listed below are a number of of our favorites:
- Quick Firm’s Media Package: Quick Firm’s press equipment options neighborhood statistics, testimonials, social media follower counts, and case research.
- GearJunkie’s Media Package: GearJunkies begins with a stat on reaching tens of millions of individuals earlier than name-dropping model partnerships with REI, Patagonia, The North Face, and extra. They supply case research, promoting specs, and previous collaborations.
- Atlassian’s Press Package: Atlassian offers SVG and PNG recordsdata for all their logos (which is rather a lot). You can too discover government images, workplace photos, and a company overview. It’s all packaged properly on a short-and-sweet web page.
- Asana’s Model Tips: Asana makes use of Cloudinary to host its model information with a obtain hyperlink from its model web page, and it’s a wonderful instance of how easy your media equipment may be. Yow will discover logos, product pictures, b-roll, reality sheets, and extra housed in a single easy-to-navigate folder.
Media Package FAQs
Ought to my media equipment be digital or bodily, or each?
Your media equipment must be digital-first and straightforward to share. Nevertheless, you probably have a enterprise that works with printers or packaging designers, it is essential to have copies of how your colours, font, and logos seem in a bodily format.
Can I embody samples of my product in my media equipment?
In case you have a bodily model of your media equipment, together with a product pattern is a straightforward strategy to seize an outlet’s consideration. Vice versa, embody a bodily media equipment with product samples you ship to companions, potential buyers, or influencers.
How can I measure the effectiveness of my media equipment?
Should you home your media equipment on an online web page or a third-party host, monitor the hyperlink clicks or downloads to see if any incoming press or media shops are involved in studying extra about your online business. Additionally, you may measure your media equipment’s effectiveness if shops, companions, and contributors comply with the small print outlined in your equipment. For instance, in the event that they misspelled your online business title, they most likely did not learn your media equipment.
Media Kits, Test. Every little thing Else, Pending
Now that you know the way to make a media equipment, it’s time to earn media protection—simply since you construct it doesn’t imply they’ll come. You’ll want to make use of Instagram, Fb Adverts, YouTube, and content material advertising to get your model in entrance of the proper media shops, reporters, and bloggers.
That’s simpler mentioned than finished. Thankfully, you don’t need to be taught all of it by yourself.
Discover our free coaching collection to be taught every little thing you want to know to attain press protection and develop your online business. We’ll present you the right way to write high-converting copy, negotiate like a boss, and put your model in all the proper locations.