6 Steps to a Better Media Kit

So, you did your job as a marketer and you got a nibble: someone wants to learn more about your organization.

Maybe your company got some great press and reporters are hounding you for more info. Or maybe a potential advertiser finally admits they are, in fact, interested in advertising with you, and they want to learn more.

After a round of high-fives with your colleagues it dawns on you: I need to send them something that actually has more information. And it better be good, and it better be quick.

Enter: the media kit.

A basic media kit is essential for every company, large or small. It instantly tells the press—not to mention investors and customers—how your organization positions itself in the marketplace and what value your publication could bring to them.

Here are some tips for creating a better media kit, so you can have it up your sleeve for the big moment:

1. Keep it short and sweet

This is not the time to share a long-winded tale of the founding of your company (save that for your memoir).

People simply want to know:

Who you are
What you produce
Your USP
How they contact someone to answer their specific questions

I know it’s tempting to wax poetic and include all the great research and press you have on your business. But if it’s too heavy, it will simply be skimmed over and ignored.

Keep it to the basics. If you’re a publication, make sure to include your key production dates, rates, audience size and demographics, and ad size specifications. Advertisers will not only use the kit to determine whether or not they want to advertise with you, but once they’re sold, they’ll use it as a resource for submission, too.

2. Speak in real English

How many times have you read a sentence like this: “We’re an integrated, innovative company that provides highly targeted and effective solutions that leverage collective synergy”?

What does that even mean? Nothing.

Write your kit as if you’re speaking to your customer (or the press) from right across the table. Avoid buzzwords and complicated sentences that make no sense. Tell us what you really do—in plain English.

3. Back up what you say

Data is key to give heft to your message or product. If you can survey your readers/current customers to give your potential customers (and the press) a sense of their demographics and opinions, it makes your message that much more powerful.

(But remember tip #1; keep the data points brief. If someone wants to know more, they’ll contact you.)

Also, testimonials and case studies will speak more about your company’s value than you can possibly write in marketing jargon. And press clips validate the good work you’ve done (but keep it to just a few, not all of them, though they’re great).

4. Package it nicely

If it’s something that’s printed, put it in a folder to keep it together. If it’s emailed, attach it as a PDF with a cover. If you’re leaving it behind after a meeting, or mailing it, go wild and load it on a branded USB drive—it’ll be useful to them after they delete your stuff, and at least they’ll keep your branding in their hands.

But make sure, no matter what format you distribute it in, you keep consistent with your brand’s look and design.

How you design your media kit speaks volumes about the rest of your work.

5. Keep it current

It sounds simple, but it’s often forgotten. Your media kit should be updated on a regular basis. Constantly cycle in the newest press clips or research stats.

When you hear a new testimonial or receive a new award, simply replace the old with the new (I said replace; don’t just add more and more and overload it).

Just like your company, your media kit should be a constantly evolving document of your success.

6. Have a strong call to action

Since your kit is so blissfully short and sweet, there should be clear indication of where to go for more information (your website), or who to call for a chat (your execs or PR people). Also, encourage social media interaction. List your corporate blog (you have one, right?) and your Twitter and Facebook accounts.

It makes your company seem that much more human and approachable, and invites interaction.

Getting someone interested enough in your organization to request a media kit is the first step in what could be a long relationship. Just make sure you leave them wanting to take the next step.

[image: nilsrinaldi]

Creating Your Media Kit Before a Conference (scrapsofmygeeklife.com)