Personal Branding
How To Put Together A Media Kit And Why It’s Needed
  Published: March 7th 2022
How to put together a Media Kit and why it’s needed

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How to put together a Media Kit and why it’s needed
Media kits, digital kits, press kits. Whatever you call them, today’s topic is a simple tool your business can use to its advantage. If you’re not careful, gaining media coverage for your brand can result in a great deal of time, money, and energy used up on each media outlet. You wouldn’t be content with inefficiency elsewhere in your business, so why in public relations?

For Two Comma PR CEO Sabrina Stocker, reaching out to publications one by one is no longer the fastest way to get eyes on you. “The big players—Spotify, Airbnb, and Uber—instead have an instant way to cater to their public relations and marketing needs,” she said. “Follow their lead and get familiar with the world of media kits.”

In short, a media kit allows journalists access to all of the notable information about your company’s operation, mission, and achievements to make their writing process less demanding. Ultimately, the people and publications who matter will be more likely to cover what your business is doing. And that’s your goal, right?

Where To Publish Your Media Kit
The first thing to think about is where to publish your media kit because that may influence the content and format you include. Traditionally, digital press kits have been sent out on-demand, with the file sent directly to its intended audience.

But the tide is turning against convention, and today the most successful businesses are publishing their media kits on their website for all to see. But there are options here too. As well as a typical company website, having a personal site with a dedicated section for press inquiries is an essential tool. It provides access for journalists interested in you and who want the quickest route to finding out more. Think of your website as an online business card.

The website approach streamlines the press process even further. It opens the gates to potential media coverage every single day of the year because half of what the journalist needs to know about you is already only one Google search away.

Essential Content To Include
The words ‘media kit’ may sound to some like a highlight reel, packed with snappy slogans and bright visuals to send the journalist on their merry way. The reality is that writers need information. They need the most notable facts, and they need to be able to find them easily.

At the core of every business is an ethos, a set of values, or an ambition. Your brand’s mission should be an integral part of your media kit. Think about the headline-worthy aspects of your business’ appeal. Perhaps it’s the first of its kind in some way—those differentials are more likely to grab a journalist’s attention.

Besides your mission, an overview of what your company does, biographies of key people, and past press releases are all no-brainers. Background information could reduce the number of inquiries the press sends your way, prioritizing the story at hand. Keep to a public-facing perspective and include no more than 300 words for each aspect.

The Visual Element
Visual media might not be the most important element when fleshing out a thrilling narrative for the press, but it can paint a vivid picture of your business.

Here, you have the freedom to include what you believe will stand out in front of a journalist. Anything from logos, pictures from key company milestones, photos of your CEO, and informational or promotional videos can be featured, provided they are high quality and easily downloadable.

Creating an exceptional media kit can skyrocket your brand’s potential in the press and make your company more journalist-friendly. By doing the hard work yourself, you can save time and let the opportunities come to you.

Your Media Kit Checklist:
Media kits, digital kits, press kits. Whatever you call them, today’s topic is a simple tool your business can use to its advantage. If you’re not careful, gaining media coverage for your brand can result in a great deal of time, money, and energy used up on each media outlet. You wouldn’t be content with inefficiency elsewhere in your business, so why in public relations?

For Two Comma PR CEO Sabrina Stocker, reaching out to publications one by one is no longer the fastest way to get eyes on you. “The big players—Spotify, Airbnb, and Uber—instead have an instant way to cater to their public relations and marketing needs,” she said. “Follow their lead and get familiar with the world of media kits.”

In short, a media kit allows journalists access to all of the notable information about your company’s operation, mission, and achievements to make their writing process less demanding. Ultimately, the people and publications who matter will be more likely to cover what your business is doing. And that’s your goal, right?

Where To Publish Your Media Kit
The first thing to think about is where to publish your media kit because that may influence the content and format you include. Traditionally, digital press kits have been sent out on-demand, with the file sent directly to its intended audience.

But the tide is turning against convention, and today the most successful businesses are publishing their media kits on their website for all to see. But there are options here too. As well as a typical company website, having a personal site with a dedicated section for press inquiries is an essential tool. It provides access for journalists interested in you and who want the quickest route to finding out more. Think of your website as an online business card.

The website approach streamlines the press process even further. It opens the gates to potential media coverage every single day of the year because half of what the journalist needs to know about you is already only one Google search away.

Essential Content To Include
The words ‘media kit’ may sound to some like a highlight reel, packed with snappy slogans and bright visuals to send the journalist on their merry way. The reality is that writers need information. They need the most notable facts, and they need to be able to find them easily.

At the core of every business is an ethos, a set of values, or an ambition. Your brand’s mission should be an integral part of your media kit. Think about the headline-worthy aspects of your business’ appeal. Perhaps it’s the first of its kind in some way—those differentials are more likely to grab a journalist’s attention.

Besides your mission, an overview of what your company does, biographies of key people, and past press releases are all no-brainers. Background information could reduce the number of inquiries the press sends your way, prioritizing the story at hand. Keep to a public-facing perspective and include no more than 300 words for each aspect.

The Visual Element
Visual media might not be the most important element when fleshing out a thrilling narrative for the press, but it can paint a vivid picture of your business.

Here, you have the freedom to include what you believe will stand out in front of a journalist. Anything from logos, pictures from key company milestones, photos of your CEO, and informational or promotional videos can be featured, provided they are high quality and easily downloadable.

Creating an exceptional media kit can skyrocket your brand’s potential in the press and make your company more journalist-friendly. By doing the hard work yourself, you can save time and let the opportunities come to you.

Your Media Kit Checklist:
  • Your Company Logo in different formats and sizes
  • ​Photos of your CEO (C-Level Executives)
  • ​A short biography about the founder and the company
  • ​Your recent press
  • ​High-quality press pictures
  • ​Media/ PR contact information
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