Update > September 3, 2024 ***
The perfect media kit
Every business needs a free promotional tool that can help spread the word about the company as a whole, including its history, function and all of its products and services. This is what a media kit attempts to do. A company’s media kit can be as simple as a page on the company’s website. It can also go further by taking the form of a packet of information, sent to a particular segment of the media. Years ago, companies presented their media kit in folders and cardboard boxes. However, with digital advances, media kits can be viewed on a company’s web page or attached to an email.What is a media kit?
A media kit is an information package that provides journalists and customers with basic information about your company. This information includes the company logo, branding and several other promotional items. Often adopted as a promotional tool, a media kit is used by a company to project itself exactly the way it wants customers to perceive it. A media kit can be used to promote the launch of a new business, promote the launch of a new product by an existing business, promote the rebranding of an existing promotion, etc. An ideal media kit is often compiled by marketing consultants. Image Marketing recognizes that creating an ideal media kit is more than just compiling the company’s information. It is very important that a company’s media kit is tailored to its industry and the industry in which it operates. This is not only important for business-to-business (B2B) relationships, but also for business-to-customer (B2C) transactions. We provide a detailed media kit, resulting from a detailed study of the type of business you have, the target market, your competitors and the industry as a whole. What to include in a media kit The content of a media kit often depends on the type of business the company is in and why it needs it; in fact, a media kit needs these elements to be effective:- Biography: The biography is usually no more than a paragraph long, but gives the journalist an overview of the people behind the company and what they stand for.- Contact details: This is usually necessary in order to provide a candidate who can easily be interviewed. A public relations contact is an excellent option. A business card should also be included in a media kit so that you can be easily reached.
- Branding & Theme : A visual aspect of your company goes a long way in making an attractive media kit. Therefore, you should strive to include beautifully shot, high-resolution images in your media kit that journalists can use for their stories.
- Company Logo : Including this information in your media kit makes your company easier to recognize and identify in the event that the story ends up being aired. As a crucial aspect of your business, your brand and logo is one of the first things you should have in your media kit. A business card should also be included in a media kit so that you can be easily accessible.
- Images : A visual aspect of your company goes a long way in making an attractive media kit. Therefore, you should strive to include beautifully shot, high-resolution images in your press kit that journalists can use for their stories.
- Commercial brochure: A good media kit contains a company brochure that outlines some of the company’s accomplishments, what it hopes to achieve, its moments of success and so on.
- Testimonials: Testimonials from past customers should also be included in your media kit, as it presents your company as a credible business.
- Products and samples: If you sell products, it would also be important to include sample images of your products in your media kit.
- Media Coverage: If you have ever had a press release, interviews, or if your company has been mentioned in a podcast, you should also include this in your media kit.
- Accomplishments: Accomplishments and recognition should not be left out, as they help build your credibility.
- Social Media: Your social media presence, if any, should also be highlighted in your media kit.
- Finally, having a media kit makes it easier for correspondents to talk about you accurately, but it doesn’t take away from the fact that you still need to network and put yourself out there if you want to spread media coverage for your business.
What to consider in 2024?
While all the content mentioned in the original version is still of crucial importance to today’s businesses, some green values have made it possible to replace certain tools. Here are a few examples:- Business cards are still used in the corporate world, but some have opted for tools such as QR codes or wireless “AirDrop” transfers of “coordinates”.
- Brochures, although still very useful today, are now available online, on the company’s website.
- Testimonials are gaining in value, but third-party platforms are filtering testimonials to validate the user’s activity and avoid fake robot testimonials. These platforms include Google Reviews, Trust Pilot, etc.
What’s new?
Updating your media kit? Don’t miss these trendy features:- Case studies: A case study is a detailed, concrete example of how a product, service or initiative solved a particular problem or challenge. It usually includes an overview of the problem, the proposed solution, the implementation process and the measurable results achieved. In a business context, case studies often focus on customer successes, project results or campaign outcomes.
- Partnership opportunities (if applicable): Including partnership opportunities in your media kit is a strategic move that invites potential collaborators to explore mutually beneficial ways of working with your brand. Here’s why it’s important:
- Demonstrate the potential for collaboration
- Differentiate your brand
- Increase monetization opportunities
- Build strategic relationships
- Showcasing the team and/or key members of the organization: It’s important to feature key team members in your media kit, as this highlights the people behind your brand, adding a personal, human touch that can build trust, credibility and a deeper connection with potential partners, media or customers.