Media kits are a non-negotiable ingredient of any model. Need to see your enterprise featured on CNN, TechCrunch, or Forbes? Who doesn’t? To make it occur, you’ll want a top-notch media equipment.
Don’t fear—you don’t want to rent a public relations (PR) specialist or a graphic designer. You may make a media equipment all by yourself utilizing intelligent copywriting, free instruments, and plug-and-play media equipment templates.
Make making a media equipment a prime precedence for your enterprise. It’ll solely take a number of hours, however it’ll pay dividends in terms of producing press. Don’t wait till you’re about to launch your large PR marketing campaign to get your media equipment 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 equipment fast and easy. Beneath, we’ll stroll you thru all the things it’s worthwhile to know to make a media equipment that delivers all the things reporters and bloggers need (and extra). Plus, we have now excellent media equipment examples that’ll get your artistic juices flowing.
This information covers:
- What Is a Media Equipment?
- Why Each Model Wants a Media Equipment
- Make a Media Equipment in 2022
- Free Media Equipment Templates
- Prime 4 Media Equipment Examples for Your Inspiration
What Is a Media Equipment?
A media equipment (also referred to as a press equipment) is a set of promotional supplies that helps reporters and bloggers write articles about your model. It consists of components 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 all the time higher, although, which is why we’ll information you thru the important components later within the “ Make a Media Equipment in 2022” 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).
Goal of a Media Equipment
The aim of a media equipment is to make reporters’ and bloggers’ jobs as straightforward as potential. Give them all the things 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 equipment.
Sure, a media equipment has unimaginable advantages to your model (extra on that in a second), however bear in mind its objective—making information media’s lives painless. Holding this in thoughts will allow you to construct a no-fluff media equipment 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 firms, one thing easy is completely positive—a sharable, non-editable Google Drive or Dropbox folder will suffice. Simply guarantee it’s organized and labeled effectively.
“As you develop, you possibly can construct it out in your web site. Issues to incorporate might be government headshots and bios, inventory photos or movies of your group 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 business you’re serving. A wonderful option to method it’s to contemplate what belongings a reporter would want to flesh out a narrative and make these fast and simple to entry.”
Why Each Model Wants a Media Equipment
A media equipment helps you land press protection whilst you sleep (typically actually). With this handy-dandy useful resource, you possibly can automate your PR processes as an alternative of continually responding to one-off emails and cellphone 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 find the correct logos, taglines, statistics, and graphics. They may presumably use (and this occurs extra typically than you’d assume) an outdated emblem and outdated details about your model.
A media equipment prevents this disaster from taking place. Belief us—the very first thing a author will search for when writing a couple of enterprise is their press equipment. If they will’t discover it, they’ll have to show to Google to piece collectively the info and belongings 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. Should you don’t have a media equipment, you lose command from the get-go.
Make a Media Equipment in 2022 (Every little thing You Want)
You now know why a media equipment issues, however how do you make a media equipment that the press will love (and discover)? Luckily, you doubtless have nearly all the things you want already—now it’s nearly together with the fitting components and packaging them collectively properly.
Media kits may be interactive and over-the-top or static and primary—there’s no proper or unsuitable option to do it. The way you make your media equipment will principally rely in your viewers, business, and bandwidth.
We suggest preserving it easy with solely the necessities. Whilst you can embrace all the things 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 doubtless need to use your organization’s emblem within the hero picture or someplace within the article. Present a number of completely different sizes and qualities to make sure they don’t need to stretch your information.
Embody a PNG model of your emblem with a clear background. This offers graphic designers a bit extra freedom in the event that they place it on completely different photos.
Alongside along with your branding, embrace a condensed model information. This would possibly embrace how your emblem can (and might’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.
Government Headshots and Bios
Everybody likes a backstory, and the press steadily 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.
It’s also possible to drop a number of quotes out of your executives right here, particularly if it’s one thing they steadily 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 equipment. Should you don’t have them, get them. It’ll take lower than 5 minutes so that you can seize a cellphone, stage an government in entrance of a strong background, and take an honest image.
Inventory Pictures and Movies
Reporters would possibly need to embrace 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 embrace motion photographs, too.
When you’ve got a digital product, embrace screenshots of it. This would possibly include dashboards and options. When you’ve got a video product demo, add that to your media equipment, as effectively.
Present the contact data for who the press ought to contact. This isn’t the place to place the title, e-mail, cellphone quantity, and deal with 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. Should 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.
Ensure that is an accessible e-mail deal with that will get checked typically. And once we say typically, we imply each 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 might have. When you’ve got income, buyer totals, or social followers you possibly can share, add it right here.
For instance, check out The New York Instances’ media equipment.
It consists of:
- 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, however it’s compelling information factors writers can embrace of their tales.
Temporary Firm Historical past
Give writers all the things they should know to inform your model’s quick historical past—however maintain it easy. This isn’t an eBook or weblog publish about your model. Your organization historical past part in your media equipment needs to be a paragraph or two about your origin story, mission, and imaginative and prescient. Add any enormous 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 embrace the complete factor right here.
Embody case research, critiques, and buyer testimonials right here. Brief 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 be taught extra—they doubtless don’t have time to learn all the 1,000-word model.
Characteristic awards, partnership logos, and former press protection on this part.
Bear in mind to replace your media equipment frequently. Add your new testimonials, case research, and product data, in addition to substitute outdated data corresponding to followers and buyer counts.
Free Media Equipment Templates
Whilst you can construct a media equipment from scratch, we suggest saving time (and stopping design complications) utilizing a free media equipment template. These templates offer you a framework for constructing a media equipment—you’ll simply pop in your copy and swap in your belongings.
Right here’s an inventory of the most effective locations to seek out free media equipment templates:
These assets all embrace downloadable media equipment templates, and a few even embrace drag-and-drop design builders. Mess around with these free choices earlier than you resolve to construct one from scratch—there’s an excellent likelihood 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 number of of our favorites:
- Quick Firm’s Media Equipment: Quick Firm’s press equipment options group statistics, testimonials, social media follower counts, and case research.
- GearJunkie’s Media Equipment: GearJunkies begins with a number of 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 supplies SVG and PNG information for all their logos (which is quite a bit). It’s also possible to discover government pictures, 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 equipment, and it’s a superb instance of how easy your media equipment may be. You will discover government pictures, logos, product photos, b-roll, truth sheets, and extra housed in a single easy-to-navigate folder.
Media Kits, Examine. Every little thing Else, Pending
Now that you know the way to make a media equipment, 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 fitting media shops, reporters, and bloggers.
That’s simpler stated than performed. Luckily, 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 all the things it’s worthwhile to know to attain press protection. We’ll present you how one can write high-converting copy, negotiate like a boss, and put your model in all the fitting locations.
Register for a category right this moment and get began.