Media kits are a non-negotiable aspect of any model. Need to see your enterprise featured on CNN, TechCrunch, or Forbes? Who doesn’t? To make it occur, you’ll want a top-notch media package.
Don’t fear—you don’t want to rent a public relations (PR) specialist or a graphic designer. You can also make a media package all by yourself utilizing intelligent copywriting, free instruments, and plug-and-play media package templates.
Make making a media package a prime precedence for your enterprise. It’ll solely take a couple of hours, however it’ll pay dividends relating to producing press. Don’t wait till you’re about to launch your massive PR marketing campaign to get your media package 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 package fast and easy. Beneath, we’ll stroll you thru the whole lot you’ll want to know to make a media package that delivers the whole lot reporters and bloggers need (and extra). Plus, now we have excellent media package examples that’ll get your artistic juices flowing.
This information covers:
- What Is a Media Equipment?
- Why Each Model Wants a Media Equipment
- How one can Make a Media Equipment in 2022
- Free Media Equipment Templates
- High 4 Media Equipment Examples for Your Inspiration
What Is a Media Equipment?
A media package (also called a press package) is a group of promotional supplies that helps reporters and bloggers write articles about your model. It consists of components like:
- Bio
- Contact Data
- Logos
- Taglines
- Fonts
- Colours
- Mission Assertion
- Product Data
- Social Handles
- Distributable Graphics
- Branding Do’s and Don’ts
- Case Research
- Partnerships
- Testimonials
- Public Enterprise Statistics
Seems like loads, proper? Extra isn’t at all times higher, although, which is why we’ll information you thru the important components later within the “How one can Make a Media Equipment in 2022” part.
Media kits might be responsive pages in your web site, downloadable PDFs, presentation decks, or perhaps a Google Drive or Dropbox folder (sure, actually).
Function of a Media Equipment
The aim of a media package is to make reporters’ and bloggers’ jobs as simple as attainable. Give them the whole lot they should learn about your organization to publish a high-quality article that makes them look good.
That’s it—that’s the whole level of a media package.
Sure, a media package has unimaginable advantages in your model (extra on that in a second), however keep in mind its function—making information media’s lives painless. Preserving this in thoughts will allow you to construct a no-fluff media package that the press loves to make use of.
“As newsrooms shrink, it’s on PR professionals (and newbies) to make the job of reporters as simple as attainable, 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 high quality—a sharable, non-editable Google Drive or Dropbox folder will suffice. Simply guarantee it’s organized and labeled nicely.
“As you develop, you’ll be able to construct it out in your web site. Issues to incorporate may very well be govt headshots and bios, inventory photographs or movies of your workforce and services, firm logos and elegance information, an organization timeline, and transient firm historical past. If you wish to go above and past, add stats and analysis each about your organization and the business you’re serving. A superb approach to method it’s to think about what property a reporter would want to flesh out a narrative and make these fast and straightforward to entry.”
Why Each Model Wants a Media Equipment
A media package helps you land press protection when you sleep (usually actually). With this handy-dandy useful resource, you’ll be able to automate your PR processes as a substitute of regularly responding to one-off emails and cellphone calls. It’ll prevent (and reporters) helpful time and power—and that’s typically 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 correct logos, taglines, statistics, and graphics. They may probably use (and this occurs extra usually than you’d assume) an outdated emblem and outdated details about your model.
A media package prevents this disaster from occurring. Belief us—the very first thing a author will search for when writing a few enterprise is their press package. If they’ll’t discover it, they’ll have to show to Google to piece collectively the information and property 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 package, you lose command from the get-go.
How one can Make a Media Equipment in 2022 (Every little thing You Want)
You now know why a media package issues, however how do you make a media package that the press will love (and discover)? Thankfully, you doubtless have nearly the whole lot you want already—now it’s nearly together with the fitting components and packaging them collectively properly.
Media kits might be interactive and over-the-top or static and primary—there’s no proper or unsuitable approach to do it. The way you make your media package will largely rely in your viewers, business, and bandwidth.
We advocate conserving it easy with solely the necessities. Whilst you can embrace the whole lot on our checklist above (underneath “What’s a Media Equipment”), a barebones model is commonly extra accessible and higher fulfills the general function: making a reporter’s job simpler.
Branding
Reporters will doubtless need to use your organization’s emblem within the hero picture or someplace within the article. Present a couple of completely different sizes and qualities to make sure they don’t need to stretch your recordsdata.
Embrace a PNG model of your emblem with a clear background. This provides graphic designers a bit extra freedom in the event that they place it on completely different photographs.
Alongside along with your branding, embrace a condensed type information. This may embrace how your emblem can (and might’t be used). Present examples of applicable and inappropriate use instances. Connect your HTML and hex colour codes in case a designer wants so as to add any on-brand components to a picture or video.
Government Headshots and Bios
Everybody likes a backstory, and the press incessantly makes use of snippets out of your executives’ bios so as to add depth to their articles. They need to know every key participant’s position within the firm and the way they ended up there.
You may as well drop a couple of quotes out of your executives right here, particularly if it’s one thing they incessantly say. This lets reporters add quotable components to their tales with out essentially having a personal interview with an govt.
Connect high-quality headshots of every of your executives to your media package. Should you don’t have them, get them. It’ll take lower than 5 minutes so that you can seize a cellphone, stage an govt in entrance of a stable background, and take an honest image.
Inventory Pictures and Movies
Reporters may need to embrace photographs or video components of your product in use. Take into account getting some b-roll of your workplace and day-to-day operations. Add product photographs of your items, and embrace motion pictures, too.
In case you have a digital product, embrace screenshots of it. This may encompass dashboards and options. In case you have a video product demo, add that to your media package, as nicely.
Contact Data
Present the contact data for who the press ought to contact. This isn’t the place to place the title, electronic mail, cellphone quantity, and deal with 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 electronic mail deal with that will get checked usually. And after we say usually, we imply each 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 gotten. In case you have income, buyer totals, or social followers you’ll be able to share, add it right here.
For instance, check out The New York Instances’ media package.
It consists of:
- Information rating
- World digital readership
- Reader demographics
- Viewers shopping for energy
That’s not solely convincing data for would-be advertisers to take a look at, however it’s compelling knowledge factors writers can embrace of their tales.
Transient Firm Historical past
Give writers the whole lot they should know to inform your model’s brief historical past—however hold it easy. This isn’t an eBook or weblog publish about your model. Your organization historical past part in your media package ought to be a paragraph or two about your origin story, mission, and imaginative and prescient. Add any big milestones in bullet-point style to make it extra digestible.
In case you have a extra complete firm historical past you need to share, add a hyperlink to it—don’t embrace the total factor right here.
Testimonials
Embrace case research, critiques, 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 study extra—they doubtless don’t have time to learn the whole 1,000-word model.
Characteristic awards, partnership logos, and former press protection on this part.
Keep in mind to replace your media package frequently. Add your new testimonials, case research, and product data, in addition to exchange outdated data corresponding to followers and buyer counts.
Free Media Equipment Templates
Whilst you can construct a media package from scratch, we advocate saving time (and stopping design complications) utilizing a free media package template. These templates offer you a framework for constructing a media package—you’ll simply pop in your copy and swap in your property.
Right here’s an inventory of one of the best locations to search out free media package templates:
These assets all embrace downloadable media package templates, and a few even embrace drag-and-drop design builders. Mess around with these free choices earlier than you determine to construct one from scratch—there’s probability they have already got what you want.
High 4 Media Equipment Examples for Your Inspiration
Able to see real-life examples of media kits in motion? Listed here are a couple of of our favorites:
- Quick Firm’s Media Equipment: Quick Firm’s press package options group statistics, testimonials, social media follower counts, and case research.
- GearJunkie’s Media Equipment: GearJunkies begins with a couple of mind-blowing stats (2M+ month-to-month pageviews) 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 Equipment: Atlassian supplies SVG and PNG recordsdata for all their logos (which is quite a bit). You may as well discover govt pictures, workplace footage, and a company overview. It’s all packaged properly on a short-and-sweet web page.
- Asana’s Dropbox Press Equipment: Asana makes use of Dropbox to host its press package, and it’s a superb instance of how easy your media package might be. Yow will discover govt pictures, logos, product photographs, b-roll, truth sheets, and extra housed in a single easy-to-navigate folder.
Media Kits, Test. Every little thing Else, Pending
Now that you know the way to make a media package, 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 and marketing to get your model in entrance of the fitting media retailers, reporters, and bloggers.
That’s simpler stated than achieved. Thankfully, you don’t need to study all of it by yourself.
Take a look at our catalog of free coaching courses to study the whole lot you’ll want to know to attain press protection. We’ll present you learn how to write high-converting copy, negotiate like a boss, and put your model in all the fitting locations.
Register for a category at the moment and get began.
