6 Must Haves for Every Media Kit
In addition to having a media list, which we discussed in a previous post, it’s important to be prepared with information the media will need in order to determine if you are a fit for the publication. A traditional media kit works; however, a fact sheet about your brand with key selling points and a few of your best pictures is a workable alternative. Most companies choose to go digital when it comes to sending out media kits, but also make sure you have a physical version as well. A PDF is okay, but a fully digital kit hosted on your website is much better.
Remember that your media materials are another way you communicate who you are, what you stand for, and why you are unique. Consider how to deliver information on your company in such a way that it is an extension of your collection.
Host your media kit in the Newsroom or “For The Media” section of your website and include a link in all press collateral and email correspondence.
If you want to get really fancy, you can provide the embed code for logos, head shots and product photography in various sizes, right there on your website. This helps online media write stories faster, because they don’t have to save or host your images.
Include an email sign up for media to easily join your media list. Provide a line where they can let you know the types of stories they cover.
Also, as more and more people are accessing content on their mobile phones or tablets – don’t forget to design your press kit for mobile and tablet viewing.
At minimum, the six must-have materials in your media kit should be:
• A traditional news release or feature-style article about the brand and/or product • An interesting interview or Q&A with bio information on the company founder/s • A few images that tell a visual story about the brand or offering • Product images against a white background, available at high and low resolution • Recent, noteworthy media coverage that is less than six months old • Contact information and social media links
Consider Video Content Video look books also can be a great way to visually communicating the energy or lifestyle of the brand, as well as how the product looks while being used as originally intended.
Put up your video on YouTube and Vimeo with tags like “Summer Fashion Trends,” or “Running Gear Must Haves,” so that people (and media) searching for these terms will find your company.
It’s important to always make your videos embeddable and shareable. In addition to a seasonal video, consider a video that really explains the story of how your brand came to be. A “history of the brand,” angle is a powerful piece of collateral not only for media outreach, but also for your customers and retailers.
While it may be tempting to create a longer video, strive to keep your videos under three minutes. Any longer than that and viewers are apt to lose interest.
A Note About Press Releases It’s fine to write a press release, but understand that more often than not, a press release is going to function much like that letter you wrote to an ex. It was good to get it all out, but you know better than to send it.
Instead, think of the press release as a resource document that media can refer to if needed. But don’t expect a press release to result in coverage without an additional note explaining its value; highly targeted, relationship- driven, well-crafted story ideas are your best ally.
What awesome materials are you using in your media kit to get the media’s attention?
Want helpful tips like the ones above plus free templates and more? Check out The Buzz: A Media Darling’s Guide to Press Coverage and get on the wait list for Hearsay’s soon-to-be-launched PR mastermind group.