A media kit or a press kit is a packet of information all about your company. It explains who you are, what you do, your entire social presence, statistics on the company, logos, press releases, media files, geo-locations, etc. Essentially, a media kit has everything you could possibly need for a journalist or publisher to collaborate with you or cover a story on you. News and story coverage means sales and publicity for your brand or company. This is crucial in maintaining a positive brand image and increasing sales.
By having all of this important information in one palace, you make it more likely to get covered by an outlet and make it easier for potential clients or prospects to learn about you and your product or service. This also comes in handy so they don’t have to reach out to you in order to ask you questions that could easily be answered in your media kit! You’re saving them time while also making yourself look more professional and easy to work with.
Where you send your media kit is also important. Media kits do best when sent via email. It’s always great to have your media kit on your website, but it's best when you send them out yourself too to newsrooms that would be a good fit for your story. You want the publicity to help you and not go unnoticed. You can email them to different news outlets and tailor each email specifically for that outlet in order to create a relationship and gain a wider reach.
What do you need to include in your media kit?
The company overview: Provide a summary of your company and the services you provide. Be sure to include your company’s mission and value statement.
Company History: Be sure to include some information about who founded the company, why, and how the business has evolved over time.
Company Stats: Customers served, employee count, where you are located, date founded and launched, press contact, etc.
Press Releases: Include any announcements the company has made in the past. This is a way to keep them in the loop and help maintain a record of anything noteworthy that has happened.
About the Company: Be sure to include what your services are and how you differ from the competitor. Why are you better than anything else on the market and how do your products compare?
Media Mentions: Has your company ever been featured somewhere before? Been interviewed or shown on the news for something? Had someone high up in the company be recognized for something? These are things you should include.
Testimonials: Include some reviews and testimonials about your company or product that others can find useful.
Contact Information: Include all the contact information for your company.
Why Influencers Need a Media Kit:
The reason for influencers to have media kits is simply to sell themselves to bigger brands in order to attain partnerships (and make money). Having a media kit simply shows brands the influencer’s qualifications and shows what value they could bring to the brand. Influencer media kits are all digital. Here are a few things that brands are looking for inside media kits for influencers:
Brands want to know all about the influencer. They want to know who they are, where they are from, and what makes them seem different from the other influencers. They want them to stand out, and to show they would make their brand stand out as well. They want to know what their style is, what they typically post throughout their days, and about how their product would truly benefit the influencer.
They will also want to know things such as: Age, relationship status, interests, what the influencer does for a living, and who sees and interacts with their posts. Something very important brands need to know is who is the influencer’s demographic. It has been discovered that micro-influencers sometimes work better for campaigns than mega-influencers. So just because an influencer might not have 100K followers, doesn’t mean they don’t have just as much of a shot as anyone else. Brands also deem important who is following the influencer and not so much how many. It truly is all about who you know.
Mistakes to avoid in your media kit:
Unprofessionally put together: A media kit can’t have typos, grammatical errors, unfactual statements, or links that don’t work. It is often the first time a brand is being introduced to someone so it is important to remember to make it look it’s best!
Outdated: A media kit needs to include factual information that is true to the date that it is sent out. Having the wrong information from previous months or years can cause confusion, which can cause a story to not be picked up. To avoid this, it is best to update a media kit every three months.
Poor quality images: Images are always important to include in your media kit. Whether these be images of the product, the staff, the office, etc., they need to be high-quality images. If they are blurry or pixelated, they are deemed unusable and the photos and story are less likely to be used.
Too much information: While it is important to be detailed in a media kit, it is important to remember that putting too much information in it can cause readers to lose interest quickly. A media kit should always be easy to read and not overbearing in any way.