Your competitor launches a new product or service. It offers something similar, but of course much better. Then all of a sudden your competitor’s product is everywhere. News articles, online reviews, top lists, buyer’s guides, and even TV segments. How is this happening? And your real question: why isn’t it happening to you? To compete against your competitors, there is one thing you will need in your wheelhouse: a media kit. Here, we’ll explore what a media kit is and how it can help you increase brand awareness and ultimately sales. Also, how to make one for your own brand.
<h2>What is a media kit?</h2> A media kit is also known as a press kit. It is a set of promotional materials to provide information to members of the media to help them write articles. Media kits can live fully online as responsive online press pages. Or, companies may choose to make their press kits available as static and downloadable resources, such as a presentation. Regardless of which format you choose, this is clear: businesses of all sizes benefit from having a professional, easily accessible media kit. This vital resource is key to the hard-earned media coverage that all companies covet, from large Fortune 500 corporations to influencers and individual entrepreneurs. A complete media kit should include a description of the company or individual, contact information, social media statistics, case studies, information on partnerships and collaborations, and testimonials from past clients. Basically, it's all the information a journalist would need to present their brand in a breaking news story, without the headache of a last minute information request.
How to Make a Media Kit: What to Include
So you want press coverage and associations (which brand doesn’t?). And understand how a media kit helps make all of this possible. But how do you make a media kit? Here’s some good news: Most of the content and creative resources you need to create your press kit probably already exists. The key elements of a media kit include a bio or About Us page, social media statistics, case studies, partnerships and collaborations, and testimonials. To make it even easier for the press to cover your work, you’ll want to include high-quality brand identity images (think logos and other brand images or product / service images). It’s up to you to (1) find this information, (2) make it look spectacular, and (3) make it painfully easy to find on your site. The rumors you’ve heard about journalists and how exhausted they are? Totally true. To grab the attention of someone on tight deadlines with an internet full of story insights, you’ll want to keep this simple. Most brands choose a direct page name like “Press” or “Media”, or, if they’re really fancy, “Newsroom”, and make it accessible directly from their homepage (often in the footer page). Even if you prioritize a web version, it’s worth the time to have a downloadable media kit or platform. Some media users may prefer the traditional form of this resource, and it gives you the best opportunity to control your tone and tailor content to all audiences.
Biography or about us
Let’s start with the star of your media kit: you. This is where you present your name, your logo, your mission. Make sure your media kit design reinforces your overall brand identity, using the colors, fonts, and other visual hallmarks set out in your brand guide.
Evernote does its best in this section, including the information from its press kit in the larger “About Us” section of its website. All the essentials for journalists and partners are also there, but the values of the organization take center stage.
For social statistics, you will need to conduct a social media audit or collect this data from whoever manages your social channels. Remember your audience for the press kit: media and public relations professionals. Your media kit should present your brand effectively to people who specialize in getting people’s attention. So show them that you are capable of starting a conversation and show them that there is already an audience eager for stories about you and your work.
Kick starter puts a unique stamp on this section of their media kit page, highlighting some top metrics that show massive commitment to their service. Media kits aimed at partnerships and collaborations should prioritize engagement rates and similar actionable metrics alongside basic stats like follower count. Marketers want to partner with brands and influencers that move 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.]
Associations and case studies
This section is your chance to let past partnerships and brand collaborations speak for themselves. Let the old adage “prove, don’t tell” be your guide here. Presenting the right associations, whether through logos or short case studies, is a subtle but powerful tool for positioning your brand. Influencers of international football The F2 Highlight past campaigns by placing reputable brands and logos front and center. They also report key engagement statistics for these campaigns.
Testimonials are another great way to show media professionals the impact and effectiveness of your brand or product. Keep this section succinct – a single testimonial should suffice. Just a few lines of text (even a single short quote) and a single related image get the point across, giving your proposal more credibility thanks to social validation.
Briogeo does a fantastic job of highlighting testimonials on its Press & Buzz page, just below the rewards section for easy access:
Visual assets (downloadable)
Your media kit is not a style guide, but it should include the most essential elements of your visual brand. Want your logo and that fancy product screenshot to display correctly? Provide exactly the images and files you want to appear. Have a great data visualization, infographic, or product video? Include that too. Journalists will especially appreciate the portraits of your management team. They are more likely to cover stories that involve people, so show them the people they will want to write about.
Birchbox makes this easy. They feature “Press Materials” and link to a short but comprehensive set of resources. Having everything in well-organized cloud folders is a nice touch, especially for those who browse on mobile devices. Without downloading or unzipping a large batch of images, visitors can quickly confirm that you have visual assets to make your post look good. Remember, your media kit audience is especially busy, juggling many competing priorities. Jump to the top of your pile of “potential posts” by making your job as easy and painless as possible. (Added bonus: your external media resources are easily updated, saving you the anxiety about outdated media kits and image files misrepresenting your brand.) Maybe unsurprisingly Instagram it also really crushes you in this part of your press resources. They even provide editable branding templates for broadcast media use, making it easy for publishers to stick with their iconic visual brand. Now you know the what and how of creating a media kit to gain beneficial coverage for your brand. Click here to download our free media kit template and get started.
And go ahead and pat yourself on the back when the Features story comes out. You won’t see his name on the signature, but we both know who the real hero is here.