Media kits are a non-negotiable component 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 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 high precedence for your corporation. It’ll solely take just a few hours, however it’ll pay dividends with regards 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 sudden (though very welcome) press alternatives.
Luckily, we’ve made constructing a media package fast and easy. Under, we’ll stroll you thru all the pieces it’s essential to know to make a media package that delivers all the pieces reporters and bloggers need (and extra). Plus, we’ve excellent media package examples that’ll get your inventive juices flowing.
This information covers:
- What Is a Media Package?
- Why Each Model Wants a Media Package
- The way to Make a Media Package in 2022
- Free Media Package Templates
- High 4 Media Package Examples for Your Inspiration
What Is a Media Package?
A media package (also referred to as a press package) is a set of promotional supplies that helps reporters and bloggers write articles about your model. It consists of components like:
- Contact Info
- Mission Assertion
- Product Info
- 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 components later within the “The way to Make a Media Package in 2022” part.
Media kits could be responsive pages in your web site, downloadable PDFs, presentation decks, or perhaps a Google Drive or Dropbox folder (sure, actually).
Goal of a Media Package
The aim of a media package is to make reporters’ and bloggers’ jobs as straightforward as potential. Give them all the pieces they should find out 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. Retaining this in thoughts will aid you 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 straightforward as potential, particularly if earned media protection goes to be a spotlight,” says Spencer Anopol, senior public relations supervisor at DigitalOcean. “For many corporations, one thing easy is completely fantastic—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 govt headshots and bios, inventory photos or movies of your workforce and amenities, firm logos and magnificence 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 simple to entry.”
Why Each Model Wants a Media Package
A media package helps you land press protection when you sleep (typically actually). With this handy-dandy useful resource, you may automate your PR processes as an alternative of continually responding to one-off emails and telephone calls. It’ll prevent (and reporters) priceless time and vitality—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 won’t do their due diligence to find the correct logos, taglines, statistics, and graphics. They might probably use (and this occurs extra typically than you’d assume) an previous emblem 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 will’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. If you happen to don’t have a media package, you lose command from the get-go.
The way to Make a Media Package 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)? Luckily, you doubtless have nearly all the pieces you want already—now it’s nearly together with the suitable components and packaging them collectively properly.
Media kits could be interactive and over-the-top or static and primary—there’s no proper or incorrect 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. When you can embody all the pieces on our checklist above (below “What’s a Media Package”), a barebones model is usually extra accessible and higher fulfills the general function: making a reporter’s job simpler.
Reporters will doubtless need to use your organization’s emblem within the hero picture or someplace within the article. Present just a few completely different sizes and qualities to make sure they don’t must stretch your recordsdata.
Embody 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 photos.
Alongside together with your branding, embody a condensed fashion information. This would possibly embody how your emblem 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 components to a picture or video.
Govt Headshots and Bios
Everybody likes a backstory, and the press regularly 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 may as well drop just a few quotes out of your executives right here, particularly if it’s one thing they regularly say. This lets reporters add quotable components to their tales with out essentially having a non-public interview with an govt.
Connect high-quality headshots of every of your executives to your media package. If you happen to don’t have them, get them. It’ll take lower than 5 minutes so that you can seize a telephone, stage an govt in entrance of a stable background, and take a good image.
Inventory Pictures and Movies
Reporters would possibly need to embody photos or video components of your product in use. Think about getting some b-roll of your workplace and day-to-day operations. Add product photos of your items, and embody motion pictures, too.
If in case you have a digital product, embody screenshots of it. This would possibly include dashboards and options. If in case you have a video product demo, add that to your media package, as properly.
Present the contact info 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 try this.
As an alternative, add the purpose of contact who’ll be dealing with press relations. If you happen to’re a solopreneur, that’ll be your self. If in case you have a public relations supervisor or somebody who manages the media relationships, add their contact info.
Make sure that that is an accessible e mail tackle that will get checked typically. And after we say typically, 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 have got. If in case you have 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
- World digital readership
- Reader demographics
- Viewers shopping for energy
That’s not solely convincing info for would-be advertisers to have a look at, however it’s compelling information factors writers can embody of their tales.
Temporary Firm Historical past
Give writers all the pieces 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 big milestones in bullet-point style to make it extra digestible.
If in case you have a extra complete firm historical past you need to share, add a hyperlink to it—don’t embody the total factor right here.
Embody case research, critiques, and buyer testimonials right here. Brief one-sentence quotes work properly right here—something for writers to repeat/paste into their articles. If 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 be taught extra—they doubtless don’t have time to learn the whole 1,000-word model.
Function awards, partnership logos, and former press protection on this part.
Bear in mind to replace your media package recurrently. Add your new testimonials, case research, and product info, in addition to substitute outdated info akin to followers and buyer counts.
Free Media Package Templates
When you can construct a media package from scratch, we advocate saving time (and stopping design complications) utilizing a free media package template. These templates provide you with 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 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 an excellent likelihood they have already got what you want.
High 4 Media Package Examples for Your Inspiration
Able to see real-life examples of media kits in motion? Listed here are just a few of our favorites:
- Quick Firm’s Media Package: Quick Firm’s press package options neighborhood statistics, testimonials, social media follower counts, and case research.
- GearJunkie’s Media Package: 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 Package: Atlassian offers SVG and PNG recordsdata for all their logos (which is quite a bit). You may as well discover govt photographs, workplace photos, and a company overview. It’s all packaged properly on a short-and-sweet web page.
- Asana’s Dropbox Press Package: Asana makes use of Dropbox to host its press package, and it’s a wonderful instance of how easy your media package could be. Yow will discover govt photographs, logos, product photos, b-roll, reality sheets, and extra housed in a single easy-to-navigate folder.
Media Kits, Verify. 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 Adverts, YouTube, and content material advertising to get your model in entrance of the suitable media retailers, reporters, and bloggers.
That’s simpler stated than carried out. Luckily, you don’t must be taught all of it by yourself.
Discover our free coaching collection to be taught all the pieces it’s essential to know to attain press protection and develop your corporation. We’ll present you the best way to write high-converting copy, negotiate like a boss, and put your model in all the suitable locations.