Why do you need a media kit, and how do you create one? This in-depth guide covers all.
Want to be featured on CNN or Forbes? Regardless of the size of your business, you can make that happen—but to do so, you need to create a killer media kit. You can craft a media kit that generates buzz with help from media kit templates, free tools, and clever copywriting.
Your media kit provides an inside look into your brand, helping you:
Develop authority and credibility
Ensure a consistent, strong brand story and message
Increase your chances of effective media coverage
Wondering how to create a media kit? Here's the low-down on all things related to a no-fluff media kit and your options to get started.
What is a media kit?
A media kit, or press kit, is promotional material that helps reporters and bloggers write articles about your brand. These kits aim to make the publication process as easy as possible for those promoting your business by giving them everything they need to craft a high-quality piece representative of your brand.
Making this process painless encourages press coverage—and, once completed— requires minimal ongoing effort. This kit can be part of your organization's comprehensive marketing and communications strategy.
Why are media kits important for businesses?
You may think a media press kit isn't necessary if you have a website and a social media presence. But they are a crucial part of any media strategy, as these kits serve both parties—they save you and reporters time and energy. This approach could make all the difference between your brand being covered or cut from the publication. So, the greatest benefit is that you'll be ready to go when press opportunities present themselves.
Other reasons to invest in a media kit include:
Brand protection: A media kit ensures reporters and bloggers have accurate, up-to-date information, graphics, statistics, etc. Perhaps you recently updated your logo or tagline? All of this should be included in your media kit to ensure true representation. If you don't have a media kit, writers will turn to Google for the necessary information. A media kit is your opportunity to stay in command of your story.
Optimal communication: Creating a well-thought-out media kit can also be a public relations tool. Provide customers with all the information they need to learn about your company. If you are preparing to launch a new product or service, create a media kit or revise previous promotional material.
What are the key components of a media kit?
Think of your media kit as a collection of everything related to your brand—who you are, what you have accomplished, what you offer, and where people can find you.
Wondering what is in a media kit? Here are some components and elements to consider:
Your bio tells your story in a digestible format.
Contact info and social handles direct people where they can discover more about you and ask questions.
Logos, preferred fonts, colors, etc. make it as easy as possible for reputable publishers to represent your brand.
Partnerships, case studies, testimonials, and public business statistics help those covering your brand provide factual data and supporting information.
Your branding "do's and don'ts" provide clear guidance on elements such as your mission statement and distributable graphics—which should also be included in your kit.
Product or service information that you keep up to date so it's always timely.
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How do you create an effective media kit?
The best part about a media kit is that you already have nearly everything you need. Creating the media kit will require you to compile all of the necessary components and package them together in a way that is accessible and approachable.
Media kits can be interactive or static—no right or wrong approach exists. The best option for you will depend on your industry, audience, and bandwidth. Options include:
Responsive pages on your website
Downloadable PDFs
Presentation decks
A online storage option such as Google Drive or Dropbox
Consider the following factors:
Know who you're speaking to and what matters most. While you can include all the above elements, a simple approach is sometimes best. If you are starting from scratch, create a barebones media kit that fulfills its purpose—it should make a reporter's job easier while offering the latest, most accurate info.
Prioritize branding, focusing on your logo and a condensed style guide. Your logo will likely serve as a main image in an externally written article. Provide varying sizes—you don't want an external source to stretch your files. Also, include a PNG version with a transparent background. This option provides the freedom to place it on top of something else. Include notes on how your logo can and can't be used.
Don't forget the faces of your brand. Everyone loves a backstory, so include bios, headshots, and a few quotes that may be used. You can also include videos of these key players in their everyday roles.
Consider everything someone may need to know—from statistics and research to your preferred contact info. In this case, include the contact info of the individual or team handling PR. Since media opportunities often have a tight window, any email address that you provide should be checked daily.
Take the next steps to create your media kit
To get started, lean on the software and service options available to you. Many brand management tools offer marketing media kit templates.
If your marketing team is small and you feel like you could benefit from some outside expertise, check out a branding agency or PR agency, both of which can help you develop a comprehensive media kit, among other services.
Your media kit will become permanent documents constantly evolving as your industry changes and your brand grows. To stay in the know, check out these Capterra resources: