Your competitor launches a new product or service. You offer something similar – better, of course.
Then, all of a sudden, your competitor’s product is everywhere. News articles, online reviews, best listings, buyer’s guides, and even TV clips.
How is this going?Your real question is: why didn’t it happen you?
To compete with your competitors, you need one thing in your cab: a media kit.
Here, we’ll explore what a media kit is and how it can help you increase your brand awareness and ultimately your sales.
Plus, how to make one for your own brand.
What is a media kit?
A media kit is also known as a press kit. It is a set of promotional materials used to provide information to members of the news media to help them write articles.
The media kit can be fully online as responsive online news page. Alternatively, businesses can choose to provide their press kit as a static, downloadable resource, such as a presentation.
Whichever format you choose, this is clear: Businesses of all sizes can benefit from having a professional, easily accessible media kit.This important resource is earned media coverage All businesses are coveted – from large Fortune 500 companies all the way to individual influencers and individual entrepreneurs.
A comprehensive media kit should include a company or individual description, contact information, social media statistics, case studies, partnership and collaboration information, and testimonials from past clients.
Basically, this is all the information journalists need to showcase your brand in breaking news stories – no need to worry about last-minute requests for information.
How to Make a Media Kit: What’s Included
So, you want news coverage and partnerships (which brand doesn’t?). And you understand how a media kit can help make this possible.but how do you make Media kit?
Here’s some good news: Most of the content and creative assets needed to create a press kit probably already exist.
Key elements of the media kit include a resume or about us page, social media statistics, case studies, partnerships and collaborations, and testimonials. To make it easier for the media to report on your work, you need to include high-quality branding images (think logos and other branding or product/service images).
It’s up to you to (1) find this information, (2) make it look spectacular, and (3) make it easy to find on your website. Have you heard rumors about journalists and how overworked they are? Completely correct.
To grab someone’s attention with an internet full of story prospects under a tight deadline, you’ll want to make it easy. Most brands choose a straightforward page name like “Press” or “Media” — or, if they really like it, “Newsroom” — and make it available directly from their homepage (usually in the footer) access.
Even if you prioritize the web version, having a downloadable media kit or deck is worth the time investment. Some media users may prefer the traditional form of this resource, which gives you the best opportunity to control promotion and customize content for all audiences.
Biography or About Us
Let’s start with the stars of the media kit: you. Here you introduce your name, your logo, your mission. Make sure your media kit design reinforces your overall brand identity by utilizing the colors, fonts, and other visual cues listed in the brand guidelines.
Evernote Go all out in this section to include their press kit information in the broader “About Us” section of their website. All the essentials for journalists and partners are also there, but the organization’s values take center stage.
For social statistics, you need to do social media audit Or collect this data from anyone who manages your social channels. Remember the audience for the press kit: media and PR professionals.
Your media kit needs to effectively market your brand to people who specialize in grabbing people’s attention.So show them you have the power to spark conversations — and show them that you have already An audience eager to learn the story of you and your work.
crowdfunding Put a unique stamp on this section of their media kit page, highlighting some of the top metrics of heavy engagement on their service.
Media kits aimed at building partnerships and collaborations should be prioritized Engagement rates and similar actionable metrics Apart from basic stats like the number of followers. Savvy marketers want to partner with brands and influencers who drive people to action.
[Note: If you are a HubSpot Social user, you can use Reports to analyze the performance of your social posts and determine how well your social media efforts are performing.]
Partnerships and Case Studies
This section is your chance to let past partnerships and brand collaborations speak for themselves. Let the old saying “show; don’t tellBe your guide here. Having the right partnership—whether through a logo or a short case study—is a subtle but powerful brand positioning tool.
international football influencer F2 Highlight past events, bringing famous brand names and logos to the fore.They also recorded key engagement statistics for these campaigns
Referrals are another great way show Media professionals understand the reach and effectiveness of your brand or product.
Keep this section short: just one recommendation should suffice.Understanding this with just a few lines of text (or even just a short quote) and a relevant image gives your pitch more credibility thanks to social proof.
Briocho It does a great job of highlighting testimonials on their Press & Buzz page, right below the rewards section for easy access:
Visual Assets (downloadable)
Your media kit is not a style guide, but it should contain the most important elements of your visual brand. Want your logo and beautiful product screenshots displayed correctly?
Provide exactly the images and files you want to showcase. Got a killer data visualization, infographic or product video? Including that too.
Journalists will especially appreciate the portraits of your management team. They are most likely to cover stories involving people, so show them who they want to write about.
birch box Make this easy. They highlight “press material” and link to a short but comprehensive set of resources. It’s a nice feeling to have everything in well-organized cloud folders — especially for those browsing on mobile.
Without having to download or unzip a lot of images, visitors can quickly confirm that you have the visual assets to make their publications look good. Remember that your media kit audience is extra busy and has many competing priorities to deal with. Jump to the top of their “potential job” pile by making their job as painless and painless as possible.
(Bonus: Your external media sources are easy to update — saving you from worrying about outdated media kits and image files misrepresenting your brand.)
Media Kit Design
Now that you know what to include in your media kit, you’re probably wondering how to put all the valuable information together so that it’s easy to navigate and understand. You will do this through the directory.
The appearance of your catalog may vary depending on how you design your media kit. On Slack’s website, its media kit has a table of contents with summaries of each section and hyperlinks that take users to separate pages, as shown in the image below.
If you download Slack’s media kit in PDF format, the table of contents lists the page numbers for each section, so viewers can quickly scroll to the page they want or enter a page number in the search bar.
No matter how you present your kit, it needs to be designed to be accessible. The aim is to create different sections for what you include, and to create a form of navigation that helps those making inquiries find what they need quickly.
Let’s look at some high-quality media kit examples you can get inspiration from when creating one for your business.
Media Kit Example
hingea dating app, has a simple-to-use news kit that gives those making media enquiries quick access to key information, such as internal press releases:
As well as external news articles, employee profiles, business background and image downloads (logos, screenshots, etc.).
Spotify has a unique media kit that supports one of its key features – Streaming Intelligence. Media and other parties can read through the toolkit to learn the details of the tool, how it works, performance statistics, and partnerships with reputable sources that support its effectiveness.
Spotify has shown us that generic press kits are great for your business, but also related to things like product launches or specific business tools.
3. Delta Air Lines
Delta Airlines‘ The press kit is hosted on their website and includes all the elements you’d expect. Since it’s such a large company, each section of the press kit is located on a different website page that users can navigate to by clicking a hyperlink.
If you click on a link, such as Rewards and Recognition, you will be taken to a page with notable recognitions about Delta and the services it provides.
now you know what and how Create a media kit to get beneficial coverage for your brand. Click here to download our free media kit template and get started.
Go ahead and give yourself a pat when the feature story comes out.You won’t see your name on the byline, but we all know who it is real Here comes the hero.