A media kit is a collection of press about you or your brand. This article will discuss how to create a media kit for your business or brand.
Public relations (PR) is a successful channel in content marketing. The primary objective of PR is to tell your clients’ stories.
As long as your story is an important one and not irrelevant, it will gain traction and get your audience’s desired response.
The best way to reach this target audience is by utilizing the media. The marketing strategy through which you reach out to your target audience through the media channels.
The media ensures this:
Tells your client’s story in a non-annoying way
Media reports tend to convey an idea in a non-annoying way. It is not aggressive in any way. They tell your story in a way that your target audience will be able to relate to it.
It is as simple as that. It is better to listen to your client’s message than to teach them the art of listening.
They will be less likely to open the ears if you are telling them how to do it.
Although it will be the audience who decides if you are right or wrong, they can’t give you that equal say. Most of the time, media outlets take the audience’s side, especially when there is a high possibility that the PR agency will buy them.
Better reporting on the story
Media reports are time-bound; that is, they have a specific time frame in which they are supposed to cover a story. A marketer’s work is not more important than a news reporter’s.
Every story on the news will take about five minutes to cover, as opposed to your client’s product or service, which is supposed to be of great value and will take more time to report.
These stories are meant to tell a great story about the company and get the public’s attention. Thus, if the news has an equal space in the news pages, and if it is covered well, it will give your client a more good impression in the public’s eyes.
This list of the most important things to consider while building a media kit is not complete. However, it has provided some essential guidance on how to plan the strategy.
How to create a media kit
Make the media kit available for purchase to all the reporters who may want to use it. I usually suggest making a physical media kit (a CD or DVD) available for the journalist.
If you plan a product launch, you can also have copies of the media kit ready to give to potential buyers.
The final media kit should be similar to the other media kit the reporter will be using for his or her own story. That way, you have an even playing field for when you pitch the story.
Once the media kit is created, the media kit should be updated regularly. New products should be added, as should new photos of its employees and its products.
If you use a template, you can make minor changes and not create a new one. But you may find that you have to tweak it more often.
I also recommend that you provide a one-page description of the media kit. What’s on the media kit, of course, is only the beginning.
There are a few things you can do to increase the effectiveness of a media kit. Here are a few tips:
Provide only relevant information
Think about the writer. They will likely have to comb through the media kit looking for any information that they can use to write a story.
So be sure only to provide relevant information.
This is particularly important with the younger reporters. They are likely to want to use words that are similar to the reporters they are writing for.
Even though you want to make it easy for the reporter, you don’t want him or her to have to use your product and write about it using the word “buddy” instead of “machine.”
Avoid “feature” statements.
These are common, and they include the following: “But the company…,” “The company’s…,” “We…,” “Customers…,” etc.
By doing this, the story you are pitching will read as if it is part of a press release.
Make the information easy to find
A media kit is one thing, but it is also in your marketing materials and sales collateral. Make it easy for the reader to find it, such as at the end of a sales letter or other document.
Check for keywords
This is particularly important if you are pitching to an article website. You want to make sure that the article writers can find the information you are providing.
For instance, you may be able to use the word “Eclipse,” but it’s probably not a great idea to include the keyword “Eclipse” in the media kit.
Include high-resolution photos
They allow for greater resolution and help the reader “see” what the product or business looks like.
Consider getting a media kit edit.
There is a new media kit editing service that’s available in Colorado Springs. It’s called StyleBodyPress.
I haven’t used this service yet, but a reporter recommended it at the Colorado Springs Business Journal. I may give it a try.
To recap, creating a media kit is a great idea, but it has to be done right. For one, you want it to be as informative as possible and as visually appealing as possible.
If you want your media kit to be of the best quality possible, you have to practice, practice, practice before you try to create a press kit.
- If you’re a small business owner, are you starting to worry about how you’re going to handle your business’s media relations when you’re ready to expand?
- Do you have enough people to help you with public relations, or are you going to rely on the available professionals?
I always recommend that people who are just starting get in touch with the media. I understand that not everyone is comfortable doing this, but you never know how big your business will become.
It’s also never too early to start planning.