Your competitor releases a brand new product or service. You offer something similar — but , naturally , much better.
Then, suddenly, your competitor’s product is everywhere . News content, online reviews, best-of listings, buyers’ guides, even TV segments.
How is this occurring? And your real question: precisely why isn’t it happening in order to you ?
To compete against your competitors, there’s one thing you’ll need inside your wheelhouse: a media package.
Here, we’ll explore such a media kit is, and exactly how it can help you increase brand name awareness and, ultimately, product sales.
Plus, how to make one for your own brand.
Media packages may live fully-online since responsive online press webpages. Or, businesses may choose to create their press kits accessible as static, downloadable assets, like a presentation deck.
Whatever format you choose, this much is clear: businesses of all sizes benefit from having a professional, readily-accessible mass media kit. This vital source is a key to the earned media coverage all businesses covet — from substantial Fortune 500 corporations all the way down to individual influencers and solopreneurs.
A comprehensive media package should include a description from the company or individual, get in touch with information, social media statistics, case studies, information on partnerships plus collaborations, and testimonials through past customers.
Basically, that it is all the information a journalist will have to feature your brand in the breaking news story — with no headache of a last-minute details request.
How to Make a Press Kit: What to Include
Therefore , you want press coverage plus partnerships (what brand will not? ). And you understand how the media kit helps make this all possible. But how do you make a media kit?
Here’s some good news: most of the articles and creative assets you need to create your press package likely already exist.
Important elements of a media kit include a bio or About Us page, social media statistics, situation studies, partnerships and collaborations, and testimonials. To make it actually easier for the press to protect your work, you’ll want to include high-quality brand identity images (think both 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 own site. The rumors you’ve heard about journalists and how overworked they are? Entirely true.
To catch the attention of someone on tight deadlines with an internet full of story prospects, you are going to want to make this simple. Most brands choose a direct page name like “Press” or “Media” –– or, if they are really fancy, “Newsroom” –– and make it accessible directly from their homepage (often in the Footer).
Even though you prioritize a web version, having a downloadable media kit or deck is worth the time investment. Some media users might prefer the traditional form of this resource, and it gives you the best opportunity to get a grip on your pitch and tailor content to all audiences.
Biography or About Us
Let’s focus on the star of your media kit: you . Here’s where you introduce your name, your logo, your mission. Make sure your media kit design reinforces your overall brand identity, utilizing the colors, fonts, and other visual hallmarks set out in your branding guide.
Evernote goes all-out in this section, housing their press kit information within the broader “About Us” portion of their website. All the essentials for journalists and partners is there too, but the organization’s values take center stage.
For social statistics, you’ll need to conduct a social networking audit or collect this particular data from whoever handles your social channels. Remember your audience for the push kit: media and PR professionals.
Your media kit has to effectively pitch your brand to people who specialize in getting people’s attention. So show them you’re capable of sparking conversation — and show them will be certainly already an audience eager for stories about you and your work.
Kickstarter puts a unique stamp on this section of their media package page, highlighting a few top metrics that show huge engagement with their service.
Media kits aimed at partnerships and collaborations should prioritize engagement rates and comparable actionable metrics alongside the bread-and-butter statistics like fans counts. Savvy marketers want to partner with brands and influencers that move people to activity.
[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.]
Partnerships and Case Studies
It is your chance to let previous partnerships and brand collaborations speak for themselves. Let the old proverb ” show; can not tell ” end up being your guide here. Featuring the right partnerships –– possibly via logos or via short case studies –– is a subtle but powerful tool for positioning your own brand.
International football influencers The F2 highlight past campaigns, putting reputable brands and logos front-and-center. In addition they note key engagement statistics for these campaigns
Testimonials are another great method to show media professionals the particular impact and effectiveness of your brand or product.
Keep this section succinct: just a single testimonial should suffice. Just a few lines of text (even just a single short quote) and a single related picture gets the point across, lending your pitch greater credibility because of social validation.
Briogeo really does a fantastic job highlighting recommendations on its Press & Buzz page, right below the rewards section pertaining to easy access:
Visual Assets (Downloadables)
Your mass media kit isn’t a style tutorial, but it should pull within the most essential elements of your own visual brand. Want your own logo and that slick product screenshot to display correctly?
Supply exactly the images and files you want featured. Have a fantastic data visualization, infographic, or even product video? Include that will, too.
Journalists will especially appreciate portraits of your administration team. They’re most likely to cover stories involving people, so show them the people they’ll wish to write about.
Birchbox makes this simple. They highlight “Press Materials” and link to a short but comprehensive set of resources. Having everything in well-organized cloud folders is a nice contact –– especially for those searching on mobile.
Without having downloading or unzipping a sizable batch of images, guests can quickly confirm you have visible assets to make their syndication look good. Remember, the audience for your media kit is especially busy and juggling lots of competing priorities. Jump to the top of their “potential posts” pile by making their work as easy and painless as possible.
(Added bonus: your exterior media resources are easily up-to-date –– sparing you anxiety about outdated media products and image files misrepresenting your brand. )
Perhaps unsurprisingly, Instagram also really crushes it in this portion of their press resources. These people even provide branded, editable templates for broadcast mass media use, making it easy for publishers to adhere to their iconic visible brand.
Now you know the what and the exactly how of creating the media kit to garner beneficial coverage for your brand name. Click here to download our free media kit design template and get started.
And go ahead, give yourself a pat on the back when that Features story comes out. You won’t see your name for the byline, but we both know who the real hero is here.