First off, media kits are no longer just for press. While it’s an underwritten rule media kits make finding information easier for journalists, they also are an information gift box for many other influencers too. Customers, industry bloggers, product reviewers and potential employees can all benefit from this information.
Essential elements of a small business media kit
Your digital media should be available to download in a simple format. Make sure to use easy-to-read serif fonts and neutral colors; and verify photo assets and usage permissions before inclusion. Now, for basic media kit components:
Cover page: Your cover page should be vibrant and easy to read. Clearly display your company name and logo.
Contact Information: Your business name, address, phone number and website information must be up-to-date. Include your corporate boilerplate or brief company overview, and add links to your social media pages.
Company logos: Include your company logos in .jpg & .png formats. This ensures the user is downloading the correct company logo and in the correct file size. (Tip: draft usage disclosures as well to protect your business from copyright or intellectual property infringement.)
Company fact sheet: This is where you highlight the company’s nuts and bolts, with most important information first. Feature important facts, your business mission and offer competitor comparisons. I’m a big advocate of visuals, so try to incorporate branded photos or mini statistic infographics if possible.
Personnel biographies: Incorporate a short biography of media-trained company executives and spokespersons. Provide length of service information, employee duties and brief education details.
Product sheets or service brochures: Include information briefs and photos of your best-selling products or most popular services. As an added bonus, try to include customer testimonials or product reviews as peer testimonials are highly valued.
Press releases: Include your last three media releases (if they were released in the last six months.) Anything older than that will likely not be as relevant to your audience. (Tip: turn your press releases into infographics and repurpose them on Instagram or Facebook.)
There are many corporate goodies that can be included in media kits, so make sure you update your kit regularly–every quarter if possible–to keep information fresh, accurate and relevant.
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