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A well known adage says there’s no such factor as unhealthy press — however let’s be actual: that’s an enormous ol’ lie.
Whether or not you’re a brand new or tenured model, media protection can have an enormous influence on how you’re perceived by your target market.
That’s the place a media kit (an in depth cousin of the press package) is available in.
With a well-strategized media package, you assist information media/press dialog and position your product and business the best way you need. And hey, you additionally make selling and praising your model simpler.
As a branding and planning nerd, I’ve at all times been serious about media kits. So, let’s unpack how one can make a fantastic one.
Desk of Contents
What’s a media package?
A media package is a set of promotional supplies curated for these in digital media (i.e., bloggers, influencers, content material creators). It’s just like a “press package,” which is targeted on enabling extra conventional press and journalists to put in writing articles, however extra complete. Apart from press releases and pictures, a media package accommodates further property and knowledge like movies, statistics, social media profiles, awards, case research, and branding pointers.
Now, I’d be remiss if we didn’t make clear one factor earlier than diving any deeper into the media package waters: What’s the distinction between a media package and a press package?
Media Equipment vs Press Equipment
I can’t deceive you — after I sat down to put in writing this piece, I assumed a media package and press package have been the identical factor.
Many individuals use the phrases interchangeably, and it’s simple to see why. Each a media package and a press package serve the identical goal — enabling correct promotion in your firm. However there are some key variations.
“Press package” is a extra conventional time period for supplies compiled for journalists or information media to put in writing about you. It sometimes contains press releases, pictures, background data (like an organization overview), and call particulars.
A “media package” is all of that and extra. It’s a extra fashionable time period for promotional property curated primarily for these in digital media — suppose bloggers, influencers, content creators, and affiliates.
Apart from press releases and pictures, a media package contains branding pointers, social media data and statistics, movies, awards and accolades, partnerships, and possibly even case research.
(Notice: Many manufacturers will take the time period “media package” actually, solely together with multimedia like pictures and movies. X, previously Twitter, does this, for instance.
However for the needs of this text, we’ll give attention to an all-encompassing package, as we described above.)
Conventional journalists can undoubtedly use a media package like their digital counterparts, however press kits lack the small print digital creators want.
That mentioned, I’d argue {that a} media package is solely a contemporary, extra related evolution of the press package.
What are media kits and press kits used for?
In a nutshell, each media and press kits are used to assemble details about your product or firm to share with exterior events.
They don’t get you extra media protection, however they do make creating that content material simpler. Additionally they assist be sure that the content material produced is aligned together with your model and positioning.
For instance, if {a magazine} writes an article about you, your media/press package will share the background data they should do it in the correct phrases and tone of voice.
Or, if somebody is making a social media video about you, they’ll understand how they need to use your emblem or what colours are on the model. I dabble in user-generated content material creation for manufacturers myself, so I can vouch it is a frequent use.
Total, a media package or press package fosters comfort and consistency when working with an exterior accomplice.
What to Embody in a Media Equipment
So, this is some excellent news: a lot of the content material and inventive property you have to create your media package doubtless exist already. Let’s unpack the necessities.
1. Firm Story (Mission, Values, and so on.)
Begin with the star of your media package: you. That is the place you introduce your title, emblem, and mission. Share your origin story and general, the “why” behind what you do.
Golf gear firm Titleist does a stupendous job summarizing its story on the “About Us” web page of its Media Center.
Harking back to an executive summary, guests end the web page figuring out who Titleist is, how lengthy it has been in enterprise, and what they will count on from the model. An “about us” like that is additionally generally present in a press package.
2. Merchandise/Providing
This can be apparent, however embody an summary of your product, service, or providing in your media package.
Generally, individuals exterior your group don’t know how one can describe what you do, your catalog, or your emblems. Use this area to put down the info.
Design software Canva does many issues proper with its media kit website, however I particularly love the way it highlights its merchandise. The design software program firm employs a colourful slide deck to element the merchandise. However right here’s the kicker: It’s designed on the platform itself. Discuss inception.
The web site additionally presents a short overview of the corporate’s product choices on the “firm data” tab making it simple to seek out the knowledge when wanted.
3. Founder/Administration Info
Media shops are sometimes serious about chatting with firm founders or govt staff members. Use your media package to spotlight them with their names, transient bios, and headshots. That is one other function you’d discover in a standard press package.
Whereas GE Home equipment’ media package doesn’t embody a devoted, separate web page for studying about its leaders, it does include a link to their bios.
This streamlines the corporate’s media package creation time however nonetheless makes it simple for guests to seek out the knowledge they want.
Professional Tip: You may additionally need to embody quick quotes from them reflecting their space of experience or distinctive factors of view. Even higher, share your organization story from their viewpoint.
4. Model Overview
This part of your media package is particularly essential when working with content material creators and influencers.
Does your model attempt to align with a sure life-style? Do you have got branded phrases, phrases, and even taglines? What are your values? Does your title have an surprising pronunciation or spelling?
Together with a model overview in your media package means that you can doc these parts exactly to your liking and talk them to potential collaborators.
These pointers additionally assist establish who’s or will not be a very good match to characterize your model. In its media package, Give Full of life particulars its firm model, together with its model values.
Right here’s what I would come with in a model overview:
- Taglines
- Branded Phrases and Emblems
- Model Values
- Model Voice
- Tone
- Distinctive Spellings
- Pronunciations
5. Visible Belongings & Pointers
Your media package is not a full model information. Nevertheless, it ought to pull in essentially the most important parts of your visible model and clarify how one can use them.
Use your media package to incorporate logos and product/service pictures.
Would you like your product proven particularly situations? Embody high-quality pictures creators, or journalists can select from. Are there particular methods you need your emblem to be displayed or used?
Present examples of appropriate and incorrect makes use of. Apple does a fantastic job of displaying precisely the way it desires its branded badges for use and the way to not use them.
That is your alternative to make clear the way you need to be portrayed and make it simple for media of us to take action.
Professional Tip: Make certain your media package design reinforces your general model id. Use the colours, fonts, and different visible hallmarks out of your branding pointers. Be the instance of what you need to see from others.
6. Social Proof (Social Media Stats, Case Research, and so on.)
According to Matter Now, 69% of customers belief influencers, mates, and household over manufacturers themselves. So, use social proof to your advantage.
In your media package, share third-party data that vouches in your high quality or success like:
- Social Media Statistics
- Case Research
- Testimonials
- Awards
Social Media Statistics
In case your aim is partnerships and collaborations, your media package ought to prioritize engagement rates and similar social media metrics alongside the bread-and-butter statistics like follower counts.
Savvy creators and media firms need to accomplice with manufacturers with huge attain and engagement.
For social stats, you will have to conduct a social media audit or accumulate this knowledge from the one who manages your social channels.
Professional Tip: In case you are a HubSpot Social person, you should use Reports to investigate the efficiency of your social posts and decide how nicely your social media efforts are performing.
Case Research
This part is your likelihood to let your work converse for itself. Let the adage “present, do not inform” information you right here, that includes the correct partnerships — both through logos or quick case research.
Worldwide soccer influencers The F2 spotlight previous campaigns on their web site, placing respected model names and logos entrance and middle. Additionally they be aware key engagement statistics for these campaigns.
Testimonials
Testimonials are one other nice technique to present the influence and effectiveness of your model or product in your media package.
Maintain this part succinct: only one or two robust quotes ought to suffice.
A couple of traces of textual content (even only a single quick quote) and a single associated picture can get the purpose throughout and depart an enduring impression.
Awards
Share any awards or accolades your corporation has obtained from respected associations or commerce teams. These awards as soon as once more vouch for the standard and legitimacy of your work.
7. Present Press
Do you have got samples of previous press you liked? How about press releases? If that’s the case, embody them in your media package right here. Shoe model Nike has an intensive assortment of press releases on its press web site.
If your corporation has been featured on a podcast or TV present, embody a hyperlink to the clip or file. Talked about in an article on a outstanding publication or different media outlet? Quote it.
It’s also possible to take into account merely displaying the logos of the opposite media shops which have coated you and linking to the asset if accessible.
Together with present press helps new companions see what a fantastic completed product can appear like and provides a little bit further social proof of your status.
8. Contact Info
Take into account this the call-to-action of your media package. Embody any related contact data that individuals can use to attach like:
- Press e-mail deal with
- Social media handles and hyperlinks
- Related hashtags
Hashish firm Verano makes it simple to seek out contact data, together with social media profiles in its media package.
Extras
Relying in your firm’s objectives, there are numerous different issues you may take into account together with in your media package.
For instance, if you’re vocal about specific social causes, chances are you’ll need to embody details about these efforts. Spotlight any charity or non-profit work. Or, possibly you’ll need to share monetary knowledge, like market share and gross sales numbers.
Take LVMH for instance. The father or mother firm of Fenty Magnificence by Rihanna, highlights the model’s scale by sharing what number of nations it’s current in and the variety of basis shades it presents.
Take into consideration what you need your group to be identified for and let that information what you embody in your media package.
Make a Media Equipment
- Write your organization story.
- Add founder/staff data.
- Checklist important milestones and accomplishments.
- Collect your supporting property.
- Compile within the format of your alternative.
- Add to your web site.
1. Write your organization story.
Begin your media package by writing a short overview of your corporation. I like to recommend writing the essential info (like founding date, location, and founder names) after which elaborating in your mission, firm measurement and development, product and repair evolution, and accolades.
Whilst you need to maintain this concise, you additionally need to guarantee your reader will get a well-rounded picture of your organization. You need them to be excited to advertise and be taught extra about you.
2. Add founder/staff data.
Elaborate in your founders and every other outstanding members of your govt staff. Discuss their credentials, what introduced them to their present position, and any awards or recognition they’ve obtained.
Folks within the media will usually prefer to function or point out your leaders particularly if they’re already outstanding public figures.
3. Checklist important highlights and accomplishments.
Have you ever received awards, damaged any information, had spectacular gross sales or utilization numbers, or pioneered a kind of expertise? Jot these down in your media/press package.
Accomplishments like these add intrigue. They provide the press and media much more motive to function you. Additionally they present that little bit of additional sparkle to enchantment to audiences.
It’s like having “Oscar-nominated” or “Pulitzer Prize-winning” earlier than somebody’s title. It vouches in your work and makes individuals need to pay extra consideration.
4. Collect your supporting property.
That is the place a lot of the items we mentioned earlier come into play: your logos, pictures, product descriptions, model pointers, case research, info, and knowledge.
Consider it as assembling all the additional pizzazz a creator or journalist must make their completed product stand out.
5. Compile within the format of your alternative.
With all of your property chosen, it’s time to compile them within the format of your alternative.
The format of your media package must be primarily based not simply on what you embody but in addition on who’s utilizing it. What format is most handy for the viewers you’re working with?
For instance, if it’s primarily social media creators who have to seize pictures or logos simply, one thing dynamic like a folder, press web page, or web site is healthier than a PDF. Uber is one model that takes this strategy.
Media kits can are available in many alternative codecs, however a few of the most typical are:
- Downloadable PDF
- A shareable folder (on Google Drive or Dropbox)
- A press page with hyperlinks
- A separate press web site
Professional Tip: Even in the event you prioritize a web version, having a downloadable media package or deck is well worth the effort. Some individuals would possibly favor the offline accessibility, and the static nature avoids technical points.
Our Free Media Kit Template can be utilized to create that helpful PDF or downloadable slide deck.
6. Add to your web site.
Regardless in the event you select to create a static PDF or perhaps a shareable folder, add your media package to your web site. It could actually stay underneath a menu or footer merchandise that reads “press,” “media, and even “newsroom.”
That is sometimes what media shops and creators will search for and creates a selected place to direct individuals in conversations.
A media package is barely helpful if it’s simply accessible, and a hyperlink in your web site is as intuitive because it will get.
Professional Tip: To maintain your media package simple to navigate, add a desk of contents.
Introduced as a downloadable PDF, Snapchat’s media package focuses closely on model property which might simply blur collectively with out the correct steerage.
To keep away from this, Snapchat begins with a desk of contents. Then, it particulars precisely how it is best to and mustn’t use its logos, typography, and model colours in your protection.
Media Equipment Design
Need assistance designing your media package? Our Free Media Kit Template can be utilized to create a PDF or downloadable slide deck in your model. It covers all of the necessities and is simple to edit and increase.
Canva additionally presents a wide range of PDF templates.
Media Equipment Examples
1. Hinge
The relationship app Hinge has some of the full and easy-to-navigate media kits I discovered in researching this text. Additionally they supply a downloadable model of the whole lot shared to cowl all person preferences.
What I Like: The web site covers all of the important data — an origin story informed by the founder and CEO, quotes from the press, a timeline of the app’s milestones, logos, and pictures.
It additionally packages all of it in an ethereal design with a number of visuals and interesting micro-animations.
2. Delta Airways
Whereas much less dynamic than Hinge, Delta Airways’ media package web site is one other nice instance to observe — particularly in case your design and growth sources are restricted.
What I Like: This no-frills strategy organizes loads of data into seven easy classes, which isn’t at all times simple to do. It makes use of a basic grid structure and dropdowns to maintain issues clear, however simple to navigate and dig deeper in the event you’d like.
3. Optimonster
Lead technology software Optimonster opts for a hybrid website-PDF strategy for its media package.
What I Like: The devoted web site supplies pointers for utilizing the emblem and mascot, model colours, pattern press releases, and choose media protection. The PDF accommodates the precise visible information to be used.
4. Canva
I do know we talked about Canva earlier, however it deserves a full function.
What I like: The corporate’s “Press Hub” begins with a easy hero part and firm overview. Then, it goes right into a desk of contents of the whole lot it covers with hyperlinks to the respective pages.
This contains media releases, management bios and headshots, case research, photographer, market insights, and rather more.
As you click on by these pages, you’ll discover that a lot of the content material is offered in property made with the Canva software itself.
That is genius. Canva delivers all the knowledge the media would want in a colourful, enjoyable package deal and concurrently exhibits off its product’s capabilities. I can’t rave about it sufficient.
5. Airbnb
Airbnb’s media package is staged as a “newsroom” subdomain on the model’s higher web site.
What I like: Airbnb’s “about us” web page does an admirable job of highlighting essential background data just like the founders and their origin story. However the place it actually shines is the way it calls out the size and success of the enterprise with a “quick info” part.
For those who click on by the remainder of the web site, you’ll discover contact data, product releases, and a wide array of visible property you may filter by and obtain.
6. Headspace
Headspace’s media package involves us as one other devoted web site web page. Nevertheless, it makes use of a drive folder as an alternative of a PDF or zip file to ship its property.
What I like: The web page leads with a button to go to a Google Drive folder housing its images and bios, emblem pack, reality sheet, and app screenshots. Then, as you scroll, it shares press releases and older media protection. It’s one of the best of each worlds.
7. Kickstarter
Kickstarter places a singular stamp on its media package web page, utilizing coloration blocks and huge pictures to attract consideration to key info — success stats, its origin story, and testimonials.
What I like: Kickstarter’s design is a great technique to information the attention on a web page that in any other case lacks navigation. It additionally makes use of toggles to attenuate litter and encourage interplay. This retains the web page attention-grabbing and interesting.
Nevertheless, a desk of contents would have made it a lot simpler to seek out what you want.
8. Slack
Slack’s media package is one other I can’t assist however love.
Whenever you first arrive on the web page, you are met with three easy buckets: logos, app screenshots, and Slack model middle.
What I Like: “Logos” and “app screenshots” take you to separate folders to obtain the property. “Model middle” takes you to a extra complete web site diving into all of the necessities of a media package.
It’s simple to navigate, thorough, and on-brand with the whole lot we count on from Slack.
Make your media package successful.
So, there you have got it. Whenever you create a media package, you give the press, creators, and the media usually all the instruments they should promote and reward your model. And much more importantly, you allow them to do it in the best way you need.
Construct your media package, and begin shaping your model’s press picture at the moment.
