A media kit or press kit is a package of information and product samples sent to selected members of the media that the company hopes will promote them.
It is necessary to reach the press with your company updates when you start a business. It helps in creating your company brand value and also helps in generating sales.
A feature story in a targeted media significantly enhances brand awareness and traffic to your business. Additionally, this kind of coverage provides third-party credibility that you simply cannot achieve with paid advertising.
If you are serious about your business, you should increase your chances of getting some free publicity by creating a user-friendly media kit for your small business.
What is a Media Kit?
A media kit is an information booklet about your business in helping the press for a better understanding of your company’s happenings. The essential purpose is to provide media members with the necessary specified data required to report on your business.
Why Do You Need a Media Kit?
If reporters are on a tight deadline to finish a story, they are going to look for the fastest and easiest way to get the information they need. If your competitor has a media kit with this data readily available and you don’t, guess who’s going to get the free publicity?
Generally, media kits include the following information:
A brief synopsis of what your company does and what are your Unique Selling Points. Include your mission statement, goals, and other information about your business. You can write this in the form of “Frequently Asked Questions” or use separate paragraphs to describe the important facts you want to furnish.
This page contains all of the data about the history of your business. You’ll want to include photos, the date you founded your business, and why you started it. To interest readers, also add your thoughts and personal stories on how your business evolved from idea to startup business to the present day. If you don’t have a lot to share, you may want to include this information on your “Business Facts” page.
It is very important to list all of your products and services and the benefits of each in your media kit. An outsider should be able to read this page in just a few minutes and know exactly what you sell and why people buy it. Depending on the data, consider using brief paragraphs with headers or a list with bullet-points.
On this page, provide biographies of the key leaders at your organization and their photos. Write short paragraphs that are interesting and easy-to-read. And rather than using a pre-written resume, add pertinent anecdotes, quotes, and other unique criteria that establish credibility for each individual listed.
Include information about birthplace, hometown, education, business experience, awards, and any other vital facts you want media members to know. Also, add some personal tidbits, such as marital status, family information, and hobbies enjoyed outside of work so readers can relate to the executives.
Entice the media, and let readers know that your business is up-to-date by including current news, industry trends, and exciting events in your media kit. List all of your press releases, published press clippings, video samples, business testimonials from customers, case studies, speaking engagements, articles, and other activities.
Also include company brochures, logos, photos, identity standards, and potential story ideas to help media members get the necessary data quickly. If you are in the process of obtaining press clippings, just include whatever information you have now, and make an effort to add to this section on a regular basis.
Get Set Go!
When you have finished preparing your media kit, confirm that all of the information is current, the website links work and that contact information is readily available. If you need additional help, review media kits offered by your competitors and successful companies in your industry. It is always recommended to hire an experienced, public relations expert to create your media kit and add a professional touch.