Media kits are a non-negotiable ingredient of any model. Wish to see your corporation 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 may 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 corporation. It’ll solely take a couple of hours, nevertheless it’ll pay dividends in terms 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 surprising (though very welcome) press alternatives.
Happily, we’ve made constructing a media package fast and easy. Under, we’ll stroll you thru every little thing it’s essential know to make a media package that delivers every little thing reporters and bloggers need (and extra). Plus, we’ve excellent media package examples that’ll get your inventive juices flowing.
Desk of Contents
Why Each Model Wants a Media Equipment
The right way to Make a Media Equipment
Free Media Equipment Templates
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 contains components like:
- Bio
- Contact Info
- Logos
- Taglines
- Fonts
- Colours
- Mission Assertion
- Product Info
- 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 “The right way to Make a Media Equipment 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).
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Objective of a Media Equipment
The aim of a media package is to make reporters’ and bloggers’ jobs as simple as attainable. 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 all the level of a media package.
Sure, a media package has unbelievable advantages in your model (extra on that in a second), however bear in mind its objective—making information media’s lives painless. Protecting this in thoughts will provide help 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 fantastic—a sharable, non-editable Google Drive or Dropbox folder will suffice. Simply guarantee it’s organized and labeled effectively.
“As you develop, you’ll be able to construct it out in your web site. Issues to incorporate may very well be government headshots and bios, inventory photographs or movies of your workforce and services, 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 wonderful method to strategy 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 when you sleep (usually actually). With this handy-dandy useful resource, you’ll be able to automate your PR processes as an alternative of regularly responding to one-off emails and telephone calls. It’ll prevent (and reporters) worthwhile time and power—and that’s generally the distinction between touchdown a narrative and getting minimize from the publication.
One other profit is model safety. If a reporter or blogger is determined to ship a narrative, they may not do their due diligence to find the correct logos, taglines, statistics, and graphics. They may probably use (and this occurs extra usually than you’d assume) an outdated 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. For those who don’t have a media package, you lose command from the get-go.
The right way to Make a Media Equipment in 2023 (Every 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)? Happily, you probably have nearly every little thing you want already—now it’s nearly together with the correct components and packaging them collectively properly.
Media kits may be interactive and over-the-top or static and primary—there’s no proper or flawed method to do it. The way you make your media package will principally rely in your viewers, trade, and bandwidth.
We advocate maintaining it easy with solely the necessities. Whilst you can embody every little thing on our checklist above (beneath “What’s a Media Equipment”), a barebones model is usually extra accessible and higher fulfills the general objective: making a reporter’s job simpler.
Branding
Reporters will probably need to use your organization’s brand within the hero picture or someplace within the article. Present a couple of totally different sizes and qualities to make sure they don’t need to stretch your information.
Embody 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 model information. This would possibly embody how your brand can (and may’t be used). Present examples of applicable and inappropriate use instances. Connect your HTML and hex shade 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 can too 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 non-public interview with an government.
Connect high-quality headshots of every of your executives to your media package. For those who 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 an honest image.
Inventory Photographs and Movies
Reporters would possibly need to embody photographs or video components of your product in use. Think about 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 effectively.
Contact Info
Present the contact data for who the press ought to contact. This isn’t the place to place the title, e mail, telephone quantity, and tackle of all of your executives—please don’t do this.
As a substitute, add the purpose of contact who’ll be dealing with press relations. For those who’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.
Ensure that is an accessible e mail tackle that will get checked usually. And after we say usually, we imply day by day. Many press inquiries are time-sensitive, and they may not 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. When you’ve got 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 contains:
- Information rating
- World digital readership
- Reader demographics
- Viewers shopping for energy
That’s not solely convincing data for would-be advertisers to have a look at, nevertheless it’s compelling information factors writers can embody of their tales.
Temporary Firm Historical past
Give writers every little thing 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 large milestones in bullet-point vogue 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.
Testimonials
Embody case research, opinions, and buyer testimonials right here. Quick one-sentence quotes work effectively 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 study extra—they probably don’t have time to learn all the 1,000-word model.
Function awards, partnership logos, and former press protection on this part.
Keep in mind to replace your media package repeatedly. Add your new testimonials, case research, and product data, in addition to substitute outdated data equivalent 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 the most effective locations to search out free media package templates:
These assets 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 resolve to construct one from scratch—there’s a very good probability they have already got what you want.
Prime 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 neighborhood statistics, testimonials, social media follower counts, and case research.
- GearJunkie’s Media Equipment: GearJunkies begins with a stat on reaching hundreds of thousands 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 Equipment: Atlassian supplies SVG and PNG information for all their logos (which is quite a bit). You can too discover government pictures, workplace footage, and a company overview. It’s all packaged properly on a short-and-sweet web page.
- Asana’s Model Pointers: 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 package may be. You could find logos, product photographs, b-roll, reality sheets, and extra housed in a single easy-to-navigate folder.
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Media Equipment FAQs
Ought to my media package be digital or bodily, or each?
Your media package must be digital-first and simple to share. Nonetheless, you probably have a enterprise that works with printers or packaging designers, it is necessary 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 package?
When you’ve got a bodily model of your media package, together with a product pattern is a straightforward method to seize an outlet’s consideration. Vice versa, embody a bodily media package with product samples you ship to companions, potential buyers, or influencers.
How can I measure the effectiveness of my media package?
For those who home your media package on an internet web page or a third-party host, observe the hyperlink clicks or downloads to see if any incoming press or media shops are fascinated about studying extra about your corporation. Additionally, you’ll be able to measure your media package’s effectiveness if shops, companions, and contributors observe the main points outlined in your package. For instance, in the event that they misspelled your corporation title, they most likely did not learn your media package.
Media Kits, Examine. Every thing 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 correct media shops, reporters, and bloggers.
That’s simpler stated than achieved. Happily, you don’t need to study all of it by yourself.
Discover our free coaching sequence to study every little thing it’s essential know to attain press protection and develop your corporation. We’ll present you the right way to write high-converting copy, negotiate like a boss, and put your model in all the correct locations.
