Promotion is one of the most important aspects of owning a business and the ‘Your Media Kit’ is a step-by-step guide to setting up an online media kit for your business.
An online media kit is an easy way for journalists to find out about your business and decide if they are interested enough to run a story. This media kit will significantly increase your chances of getting free publicity.
What is a Media Kit?
A media kit is a collection of your business information that is presented online, on your website, for use by journalists. You can also keep a collection of press releases, ready for publication here to make it even easier for journalists.
Set up a dedicated ‘media kit page’ or segment on your website. Make sure journalists can access the page quickly and easily with one click. Make it clear how to enter the media kit page.
The Media kit works like this:
When you write a press release you link your media kit page to the bottom of the release with the contact details. Journalists can then access more information about you and your business if they are interested. This increases your chances of being noticed in the press. You need to make this as easy and information rich as possible for them.
The second step is to write the pages for the media kit. Business facts, your bio, pictures, images and interview questions should all be included.
An online media kit should contain the following key elements in text form:
- Business information (Write a brief synopsis of what your business does and why you are unique. Include your mission statement etc, use your business plan to help here)
- Products/Services (It is important to list all of your products and services and the benefits of each in your media kit. A journalist should be able to read this page in a few minutes and know exactly what you sell or do and why people buy or use form your business. Depending on the data, consider using brief paragraphs with headers, fact sheets or a list with bullet-points)
- Contact information for all relevant people in your business
- Press releases (most recent first)
- Previous media coverage
- Interview questions and answers (These are FAQ that journalists might ask about your business)
Other things to consider including:
- Links to major media articles
- Pictures relevant to your business eg: logo, key people, products
- Links to other reviews
- Lists of prior interviews
- PowerPoint Presentations
- Streaming video and Multimedia files
Putting it together:
Create a letterhead template. This template will be used as the foundation that all the information will be displayed on. The letterhead should be created in high-resolution (300 dpi) and it should also represent your business brand and image in a professional manner.
Format your information in a thorough, concise style that is visually appealing. Check spelling and grammar.
Include links to your website and the email addresses of the people needed to contact.
Save and create locked and editable versions of all material. Distribute only the “locked” version to avoid any altering of your material.
Make the Media Kit available in pdf. and word format.