Everything You Need to Know About Media Kits

Every serious company needs a media kit. It serves as a style guide for members of the media and others who want to tell the brand’s story, which means a press kit can also improve media relations and increase the chances of receiving coverage, to begin with.

What is a Media Kit?

A media kit, also sometimes referred to as a press kit, is designed to offer key facts about an organization to the media in an easily digestible way. Anyone viewing the press kit should be able to figure out all of the key information about the business without having to reach out to a spokesperson.

In an ideal situation, journalists and other members of the media should be able to access the press kit without having to even email company representatives. Putting a completed press kit up for download on the company’s website is a great way to improve media relations while simultaneously taking one more task off of the spokesperson’s to-do list.

Having a media kit isn’t just about helping the media. It will also help the business by saving everyone time. If a breaking story or last-minute request comes up and the company doesn’t have an established media kit, it can create some serious hassles, so don’t wait until the media reaches out. Compile a press kit in advance.

Back in the olden days, media kits were sent by mail or handed over by in-person couriers. Digital press kits are much easier to manage. Just share the link and make sure all of the information is up to date. The media can take it from there. Here are some great options for where to keep a press kit:

Digital Media Kit

In 2022, most businesses keep their press kits online. Online media kits are easy to update, share, and adapt to different purposes. Just make sure that it’s easy to find and access. Journalists usually look for media kit links at the footer of the webpage, so that’s a good place to put them.

Where to Host an Online Media Kit

The best place to host an online press kit is on the company’s existing website. However, there are also ready-made services that allow people to create media kits with greater ease. Online newsrooms are a good option for businesses that don’t have extensive IT teams.

Media Kit PDFs

Even if the press kit is also stored online, it’s still wise to have a PDF version available. The PDF media kit will need to be very short so that it fits on one printed page. That way, if there’s a need for a physical copy, all it will take to have one is clicking the print button.

As a general rule, printable media kits are geared towards particular audiences, whereas online content can be downloaded by anyone. PDF media kits should be brief and should include only:

  • A tailored boilerplate
  • A brief outline of products or news
  • One relevant quote from someone at the organization
  • Contact details
  • Branding on the letterhead

What to Include in a Media Kit

Now that it’s clear what belongs in a PDF media kit, let’s get back to talking about online content. Online media kits can be more comprehensive than PDF versions. In addition to the information already listed above, they should include:

  • Team bios and quotes
  • Logo variants
  • Product or service fact sheets
  • Social links
  • High-resolution images
  • Video and/or audio files (if relevant)

Journalists expect to see all of this information in a media kit, which means they won’t be overwhelmed. Try to stick to what’s expected and remember that journalists don’t have much time on their hands. Don’t get too creative with the press kit, as that can make it harder to find key details.

Taking Media Kits to the Next Level

Having just one media kit that gets distributed to all media personnel can create some unique hassles. It will need to be updated frequently to keep it current. The best solution to this issue is to create and maintain an online newsroom.

An online newsroom can add context to media kits. Instead of trying to fit everything into a short media kit, an online newsroom lets businesses publish stories and press releases that show off the latest developments. They can also include things like:

  • Case studies
  • Categorized press releases
  • Media galleries
  • Embedded video or audio files
  • Embedded social media posts
  • Company boilerplates
  • Contact information
  • Press officers’ details
  • Sign-up forms for newsletters

Why Include Press Releases?

Press releases are different from press kits. They can draw readers into the brand’s narrative and give them a clearer picture of what the company stands for. Plus, press releases offer an easy way to keep both the media and other interested parties up to date.

The best part about publishing press releases to an online newsroom is that it doesn’t require much if any, extra effort. If the press release has already been composed for another event, social media platform, or website, just repost it. It’s also fine to post data such as numbers of likes, shares, or comments to validate the success of the press release and drive curiosity.

Why Include Press Coverage?

Previous press coverage can also add context to media kits by showing journalists that it’s worth their time to fill their readers in on the brand’s current activities. The press gets a company more press. Even if the coverage is months old, it could contain an interesting angle that wouldn’t have occurred to the company’s marketing team but stands out to a curious journalist.

Keeping all previous press coverage in an online newsroom also addresses the trust issue. Journalists like to see verification that a brand is legitimate and a source is reputable. Giving them proof that other members of the media have already come to that conclusion can offer an extra push towards covering an event or subject that might otherwise have been ignored.

Interacting with the press can be scary for newcomers to any industry. Putting together a media kit and starting an online newsroom are two great ways to control the brand’s narrative and reduce the stresses associated with media interactions.

Impact of Media Kits on Payments

When it comes to getting paid, branding included in a media kit can come in handy. Including logos on your invoices will improve your customer’s trust in your brand. And it’s always a good thing to improve your chances of getting paid.

If you have company partners or integrators who are looking to do business with you, then providing them branded media kits will make it easier for them to work with you. It is almost always a good thing to have to logo featured on another company’s website, especially if that website is a partner of yours.

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