When you are planning to create a media kit for your design business, it is important to think about the goals you hope to achieve with the kit. But even more crucial is to have one ready before you’re ready to attract media opportunities!
Why media kit?
Whether you are hoping to win an award, attract attention from journalists, or simply compile information for future use, there are a few things you should keep in mind when compiling your media kit.
Make sure all materials are high quality and easy to use. Photos should be clear and well-lit, graphics easy to understand and printable on large sizes, and fonts legible at a distance. Documents should be formatted correctly for online usage (e.g. PDF, Word, Powerpoint). All materials should be easily accessible to journalists. Make sure all material is included, including contact information for your organization and media contacts.
Create your media kit before you need it
Your media kit is one of your most important marketing tools. A well-crafted and well-maintained kit can help you secure valuable media coverage, which can in turn boost your business. Every business owner should create a media kit before they feel ready – when the right opportunity comes knocking, you want to be prepared.
If you have a media kit ready while you’re reaching out to journalists and publications, you will look more professional and they’ll be more receptive to your pitch.
Also, a media kit is, just like your other business and marketing materials, an asset that keeps developing when you grow and get more publicity.
But what goes into a good media kit? How do you create one that will work best for your business? Here are some tips to get you started.
What’s in a media kit?
Your media kit will outline all of the information about your company that journalists or other members of the media might want to know. It can include things like your company’s history, its products and services, its key personnel, and contact information. A well-made media kit can help you get publicity for your company and even attract new customers.
You shouldn’t take it for granted that the journalist will find your website, social media, images, and all the things. If you put them in one place, you will be helping the journalist a great deal and increase your chances to be featured.
The media kit usually consists of…
- Company introduction, founding date & address
- Key numbers & achievements
- Your media contact
- Your brand story
- Your (and the other founders’ / key people’s) official bio
- Your design works / product image
- Link to your image vault
- Links to social media & to your website
- Customer cases
- Your previous media mentions
- Your area of expertise
- Your brand assets: logo, fonts, colors
Company introduction, founding date & address
Briefly introduce your company, what you do, what gap in the marketplace it’s filling, and who you help. Add the founding date, and your company address. If you have multiple locations, be sure to include all of them and clearly identify the headquarters.
Key numbers & achievements
You should add the important numbers that depict your company’s growth, such as the number of employees, revenue range, customers, markets, etc. You can also add key achievements into a timeline, which will illustrate how your company has been developing over the years.
Your media contact
Add the name, telephone number, and email address to the press and media contact in your company. If you work with a PR agency, make sure to include their contact information and verify that information is always up to date.
Your brand story
The brand story is a short description of what your brand does, and why it exists. You can also add a short story about your own personal journey to become a business owner, what inspired you to start a business and why you launched this particular business.
Your (and the other founders’ / key people’s) official bio
When you are creating your official bio, there are a few things to keep in mind. First, make sure to list your most recent and relevant accomplishments. List your current position in your company and other positions that have relevance to your business.
For example, if you have had an executive position in the banking industry and you’re now the owner of a fast-growing design business, the journalists will want to know about it. You also want to list any awards or honors you have received.
Your design jobs / product images
Add one or a few images of your products or designs into your media kit, so that the journalist will get a feeling of your work, and is able to plan it into their articles. If you have created a signature look, then make sure the images showcase that look. If you have a product innovation, then add that to your media kit.
Link to your image vault
Journalists are busy, and if you can help them to get all the needed information easily, they are more likely to feature your work and do it again. First, you need to create an image vault where you store your images in high-resolution and low-resolution. It’s important to create ready-made images of your work, and depending on the publication, the requirements for the images differ.
Generally, online media wants low-resolution images, and print media wants high-resolution images. To make sure you get your images to the relevant media, create folders of both types of the same images!
Great alternatives for image vaults:
- Google Drive
- Amazon S3
Add the links to your social media accounts so the journalist can easily find them and add them to the article. You might want to add both your professional profile on LinkedIn, particularly if the article is featuring you as the leader of your company, and your company profiles on the chosen social media platforms so you can get the readers to find your business.
Add a link to your website too for easy access and referral.
If you have public customer stories, or if you have worked with a famous person, and you have their permission to mention it, add that to your media kit. You could also ask for a quote from your previous customers.
Your previous media mentions
Every time you get media, you should update your media kit. Not all media will be important to mention in your kit, but when you get started, each mention counts. Use the staircase method to climb the media ladder, and update the media logos on your kit each time you get new mentions.
Also, add links to relevant articles. You can add a link to the media page on your website where you list all your media mentions. This will also show the journalist that you are willing to share their work too.
Your area of expertise
You should list the topics you’re an expert in if you want to be featured as a subject matter expert. List the specific areas of expertise and give examples of what types of articles you’d love to contribute to.
Your brand assets: logo, fonts, colors
Last, but not least – you need to add your logo variations and instructions for usage, fonts, and brand color guidelines to your media kit.
Conclusion: How to create a media kit for your design business
In conclusion, a media kit is an important tool for any business or individual looking to promote themselves. By following the steps listed above, you can create a media kit that will help you reach your desired audience and get the media coverage you desire.
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