A professional media kit is an essential asset for any business or organization that helps communicate what your brand is all about. Understanding how to make a thorough media kit and what kinds of materials should be included is the first step towards sharing your brand with potential collaborators and clients!
What is a media kit?
A media kit is a compilation of information about your business or organization that can be shared with other groups or clients that your brand is interested in taking on as partners. Media kits are also often used to share promotional materials with members of the press so that they can write about products, services, or news. A media kit can be a document, digital webpage, slideshow or take on another format.
Who uses a media kit?
There are a number of different entities that use media kits to share information and promote their brand. Some use examples of media kits include:
- A small business looking to collaborate on a product launch
- Social media influencers working to secure sponsorships
- Media platforms trying to attract new advertisers
- Event organizers that want to gain publicity and coverage in the media
Whether you’re an organization interested in a marketing partnership, a business launching a new product, or something in between, having a document that compiles the necessary information about your brand, service, product, or event is a must in today’s fast-paced industry.
What should be included?
No PR team? No problem—it’s completely possible to create your own media kit. Every strong media kit should contain the following items:
Ensure that your contact information is clear to make reaching out to your organization simple and straightforward. Include phone numbers and email addresses in addition to names for the designated members of the team that handle communication. It’s helpful to include direct lines of communication rather than general “info” email addresses or phone hotlines, so that whoever receives the media kit knows exactly where to direct any queries.
If you have social media links or a website, these links should be included in the contact information section as well.
Bio or description
The bio or description section should offer an introduction to your business or organization. What are the most important things a potential collaborator should know? The description section is also an opportunity to demonstrate your brand’s voice while showing off what you have to offer. In this section, outline a brief brand/organization history, speak to your values, and briefly explain what you do. If your organization has a mission statement, include it here. In general, this section should be informative but brief—try not to exceed three paragraphs.
Products or services offered (if applicable)
A section that details available products or services may be helpful depending on the intent of the media kit. If you’re a business launching a new product or an influencer interested in sponsorship, this is where you can include more details about what you’re offering. In some cases, pricing details or starting rates can be included here. This section should also be brief—if a collaboration comes to fruition, the nitty-gritty details can be discussed later.
Your target audience
If you’re using a media kit to start a conversation with another organization or brand about a collaboration, including information on your target audience is useful. Target audience stats and goals can help your potential collaborator understand whether or not you’d be a good fit for the partnership at hand. Provide information about the groups you’re hoping to reach, in addition to audience demographic data if you have it available.
Sometimes cold hard numbers say it best. Whether you’re an influencer with a high follower count or an online retailer with an impressive click-through-rate, providing metrics is a great way to strengthen your media kit.
Case studies, testimonials and/or previous collaborations
Showcasing past work or partnerships that your organization has engaged in can be a great way to give substance to your brand. If you’re an influencer, share some previous campaigns that have been successful. If you have a service with positive customer testimonials, share a few of the best ones.
Like metrics that tell a success story and case studies with strong results, providing some examples of positive media coverage can help strengthen your brand’s image. If your organization or brand has been written about in a publication, include a link or PDF version of the article(s).
Tips on creating a successful media kit
Creating a media kit that builds a strong case for your brand calls for more than simply amassing information. When creating your media kit, always use your brand’s style guidelines. If your organization has specific colors, fonts, and other visual brand guidelines, make sure your media kit also adheres. Creating a media kit also gives you the opportunity to further support your message with visuals. From eye-catching photos to illustrative graphics or branded advertisements, a few compelling images can go a long way when telling your brand’s story.