Media kits are a non-negotiable ingredient of any model. Wish to see your small business 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 small business. It’ll solely take just a few hours, but it surely’ll pay dividends in the case of 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 sudden (though very welcome) press alternatives.
Fortuitously, we’ve made constructing a media package fast and easy. Beneath, we’ll stroll you thru the whole lot you should know to make a media package that delivers the whole lot reporters and bloggers need (and extra). Plus, we now 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 set of promotional supplies that helps reporters and bloggers write articles about your model. It consists of parts like:
- Contact Data
- Mission Assertion
- Product Data
- Social Handles
- Distributable Graphics
- Branding Do’s and Don’ts
- Case Research
- Public Enterprise Statistics
Seems like so much, proper? Extra isn’t at all times higher, although, which is why we’ll information you thru the important parts later within the “How one can Make a Media Equipment in 2022” part.
Media kits will 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 doable. Give them the whole lot they should find out about your organization to publish a high-quality article that makes them look good.
That’s it—that’s your complete level of a media package.
Sure, a media package has unimaginable advantages on your model (extra on that in a second), however keep in mind its objective—making information media’s lives painless. Protecting this in thoughts will make it easier to construct a no-fluff media package 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 doable, 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 wonderful—a sharable, non-editable Google Drive or Dropbox folder will suffice. Simply guarantee it’s organized and labeled properly.
“As you develop, you may construct it out in your web site. Issues to incorporate may very well be government headshots and bios, inventory photographs or movies of your crew and services, firm logos and elegance 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 method it’s to contemplate what property a reporter would wish to flesh out a narrative and make these fast and simple to entry.”
Why Each Model Wants a Media Equipment
A media package helps you land press protection whilst you sleep (usually actually). With this handy-dandy useful resource, you may automate your PR processes as a substitute of regularly responding to one-off emails and telephone calls. It’ll prevent (and reporters) beneficial time and power—and that’s typically the distinction between touchdown a narrative and getting lower 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 might probably use (and this occurs extra usually than you’d suppose) an previous brand and outdated details about your model.
A media package prevents this disaster from taking place. 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 info 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. In the event you don’t have a media package, you lose command from the get-go.
How one can Make a Media Equipment in 2022 (All the pieces 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)? Fortuitously, you possible have virtually the whole lot you want already—now it’s nearly together with the suitable parts and packaging them collectively properly.
Media kits will be interactive and over-the-top or static and fundamental—there’s no proper or fallacious strategy to do it. The way you make your media package will principally rely in your viewers, trade, and bandwidth.
We advocate retaining it easy with solely the necessities. Whilst you can embody the whole lot on our checklist above (underneath “What’s a Media Equipment”), a barebones model is usually extra accessible and higher fulfills the general objective: making a reporter’s job simpler.
Reporters will possible need to use your organization’s brand within the hero picture or someplace within the article. Present just a few totally different sizes and qualities to make sure they don’t need to stretch your information.
Embrace a PNG model of your brand with a clear background. This provides graphic designers a bit extra freedom in the event that they place it on totally different photographs.
Alongside together with your branding, embody a condensed type information. This would possibly embody how your brand can (and may’t be used). Present examples of acceptable 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 ceaselessly 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 function within the firm and the way they ended up there.
You can even drop just a few quotes out of your executives right here, particularly if it’s one thing they ceaselessly say. This lets reporters add quotable parts to their tales with out essentially having a personal interview with an government.
Connect high-quality headshots of every of your executives to your media package. In the event you don’t have them, get them. It’ll take lower than 5 minutes so that you can seize a telephone, stage an government in entrance of a strong background, and take a good image.
Inventory Pictures and Movies
Reporters would possibly need to embody photographs or video parts 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 embody motion photographs, too.
When you’ve got a digital product, embody screenshots of it. This would possibly encompass dashboards and options. When you’ve got a video product demo, add that to your media package, as properly.
Present the contact data for who the press ought to contact. This isn’t the place to place the identify, e mail, telephone quantity, and handle 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. In the event you’re a solopreneur, that’ll be your self. When you’ve got a public relations supervisor or somebody who manages the media relationships, add their contact data.
Be certain that that is an accessible e mail handle 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 may have. When you’ve got income, buyer totals, or social followers you may share, add it right here.
For instance, check out The New York Occasions’ media package.
It consists of:
- 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 knowledge factors writers can embody of their tales.
Temporary Firm Historical past
Give writers the whole lot they should know to inform your model’s quick historical past—however preserve it easy. This isn’t an eBook or weblog put up about your model. Your organization historical past part in your media package must be a paragraph or two about your origin story, mission, and imaginative and prescient. Add any enormous milestones in bullet-point style to make it extra digestible.
When you’ve got a extra complete firm historical past you need to share, add a hyperlink to it—don’t embody the complete factor right here.
Embrace case research, evaluations, and buyer testimonials right here. Quick one-sentence quotes work properly right here—something for writers to repeat/paste into their articles. When you’ve got 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 possible don’t have time to learn your complete 1,000-word model.
Function 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 substitute outdated data akin 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 a listing of the most effective locations to seek out free media package templates:
These sources all embody downloadable media package 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 Equipment Examples for Your Inspiration
Able to see real-life examples of media kits in motion? Listed below are just a few of our favorites:
- Quick Firm’s Media Equipment: Quick Firm’s press package options neighborhood statistics, testimonials, social media follower counts, and case research.
- GearJunkie’s Media Equipment: GearJunkies begins with just a few 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 offers SVG and PNG information for all their logos (which is quite a bit). You can even discover government images, workplace photos, 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 will be. You could find government images, logos, product photographs, b-roll, truth sheets, and extra housed in a single easy-to-navigate folder.
Media Kits, Test. All the pieces Else, Pending
Now that you understand how 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 Advertisements, YouTube, and content material advertising to get your model in entrance of the suitable media shops, reporters, and bloggers.
That’s simpler stated than finished. Fortuitously, you don’t need to be taught all of it by yourself.
Take a look at our catalog of free coaching lessons to be taught the whole lot you should 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 suitable locations.
Register for a category immediately and get began.