Whether you’re in business or ministry, a media kit is necessary.
Many companies provide website visitors with a downloadable media kit. Electronic Press kits can be created & available for website visitors also. Both are designed to summarize a business, product, service, individual or event. Yet, a press kit is necessary information for immediate coverage. A press kit includes time, date and location. You can be a speaker, music artist, pastor, coach, etc.,. Media kits are known as the “one stop shop” for media. It’s perfect for your brand, product, services, and more! It’s a must have. A media kit provides a starting point for marketing and PR campaigns. In addition, a media kit “establishes credibility, provides opportunities for potential partnerships, and promotes the brand awareness, or growth opportunities.”
What’s included in a media kit?
1. Media or PR contact information
In the event a member of the press should reach out to an organization, who should they contact? What’s the best way for them to reach this individual?
Keep in mind how the contact prefers to be communicated to and provide more than one communication option to journalists.
For example, if an organization’s media contact prefers email, list their email address and provide their direct office phone number to reduce the risk of the journalist reaching someone else within the organization who is not an approved company spokesperson.
2. Important and recent press releases
New product launches, earnings reports, awards, and executive hire announcements are excellent company news items that should be included in the media kit.
Consider only selecting two or three that would qualify as either major or recent company news (within the past quarter). These announcements will help journalists gain a better understanding of what’s going on with the company.
3. Company background
Most organizations have an “about us” section of the website that provides a brief company overview and history to interested parties. Consider slimming this down into a one-page document that can be easily referenced by members of the press who are looking to either gain a better understanding of the company or to share background of the company in their own words.
4. Leadership biographies and headshots
The majority of journalists ask for a headshot of the executive they interview or choose to feature in a story. By providing C-suite executive headshots in high- and low-resolution JPG and PNG file formats, journalists can access what they need without having to go back to the media contact with another request.
Don’t forget to include several different logo options, including full-color and black and white in both high- and low-resolution JPG and PNG formats. The best way to make sure the organization’s represented appropriately is to provide the correct files upfront.
6. B-roll footage and still photographs
If the company already has b-roll footage of a new product, employees, or of the office/campus, having those files also available for download can help expedite the process of putting together a news story on the company.
Ensure videos are labeled accurately and are compressed to minimize download time and file space. In addition to videos, add product photos and even office photography (i.e., office building, reception area, employees working, etc.).
These images can be used along with the b-roll footage and logos to help craft a brand consistent news story for television or online media.
7. Other elements
In addition to these recommended staples, consider also adding the organization’s annual report as well as recent (and notable) news coverage such as a product review by a popular media outlet or an interview with a highly-credible news source.