A widely known adage says there’s no such factor as unhealthy press — however let’s be actual: that’s an enormous ol’ lie.
Whether or not you’re a brand new or tenured model, media protection can have an enormous influence on how you’re perceived by your audience.
That’s the place a media equipment (an in depth cousin of the press equipment) is available in. 
With a well-strategized media equipment, you assist information media/press dialog and place your product and enterprise the way in which you need. And hey, you additionally make selling and praising your model simpler.
As a branding and planning nerd, I’ve all the time been fascinated about media kits. So, let’s unpack find out how to make an awesome one.
Desk of Contents
What’s a media equipment?
A media equipment is a set of promotional supplies curated for these in digital media (i.e., bloggers, influencers, content material creators). It’s just like a “press equipment,” which is targeted on enabling extra conventional press and journalists to write down articles, however extra complete. Moreover press releases and pictures, a media equipment incorporates extra property and data like movies, statistics, social media profiles, awards, case research, and branding tips.
Now, I’d be remiss if we didn’t make clear one factor earlier than diving any deeper into the media equipment waters: What’s the distinction between a media equipment and a press equipment?
Media Package vs Press Package
I can’t deceive you — after I sat down to write down this piece, I assumed a media equipment and press equipment had been the identical factor.
Many individuals use the phrases interchangeably, and it’s straightforward to see why. Each a media equipment and a press equipment serve the identical goal — enabling correct promotion on your firm. However there are some key variations.
“Press equipment” is a extra conventional time period for supplies compiled for journalists or information media to write down about you. It sometimes contains press releases, photos, background info (like an organization overview), and speak to particulars.
A “media equipment” is all of that and extra. It’s a extra fashionable time period for promotional property curated primarily for these in digital media — assume bloggers, influencers, content material creators, and associates.
Moreover press releases and pictures, a media equipment contains branding tips, social media info and statistics, movies, awards and accolades, partnerships, and possibly even case research.
(Observe: Many manufacturers will take the time period “media equipment” actually, solely together with multimedia like photos and movies. X, previously Twitter, does this, for instance.
However for the needs of this text, we’ll give attention to an all-encompassing equipment, as we described above.)
Conventional journalists can undoubtedly use a media equipment like their digital counterparts, however press kits lack the main points digital creators want.
That stated, I’d argue {that a} media equipment is just a contemporary, extra related evolution of the press equipment.
What are media kits and press kits used for?
In a nutshell, each media and press kits are used to assemble details about your product or firm to share with outdoors events.
They don’t get you extra media protection, however they do make creating that content material simpler. In addition they assist be certain that the content material produced is aligned along with your model and positioning.
For instance, if {a magazine} writes an article about you, your media/press equipment will share the background info they should do it in the fitting phrases and tone of voice.
Or, if somebody is making a social media video about you, they’ll know the way they need to use your emblem or what colours are on the model. I dabble in user-generated content material creation for manufacturers myself, so I can vouch it is a widespread use.
Total, a media equipment or press equipment fosters comfort and consistency when working with an exterior accomplice.
What to Embrace in a Media Package
So, here is some excellent news: a lot of the content material and inventive property it’s worthwhile to create your media equipment seemingly exist already. Let’s unpack the necessities.
1. Firm Story (Mission, Values, and many others.)
Begin with the star of your media equipment: you. That is the place you introduce your title, emblem, and mission. Share your origin story and total, the “why” behind what you do.
Golf gear firm Titleist does a ravishing job summarizing its story on the “About Us” web page of its Media Heart.
Harking back to an government abstract, guests end the web page understanding who Titleist is, how lengthy it has been in enterprise, and what they will count on from the model. An “about us” like that is additionally generally present in a press equipment.
2. Merchandise/Providing
This can be apparent, however embrace an summary of your product, service, or providing in your media equipment.
Generally, individuals outdoors your group don’t know find out how to describe what you do, your catalog, or your logos. Use this house to put down the information.
Design device Canva does many issues proper with its media equipment web site, however I particularly love the way it highlights its merchandise. The design software program firm employs a colourful slide deck to element the merchandise. However right here’s the kicker: It’s designed on the platform itself. Speak about inception.
The web site additionally provides a quick overview of the corporate’s product choices on the “firm info” tab making it straightforward to search out the data when wanted.
3. Founder/Administration Info
Media retailers are sometimes fascinated about talking to firm founders or government workforce members. Use your media equipment to focus on them with their names, temporary bios, and headshots. That is one other function you’d discover in a standard press equipment.
Whereas GE Home equipment’ media equipment doesn’t embrace a devoted, separate web page for studying about its leaders, it does embrace a hyperlink to their bios.
This streamlines the corporate’s media equipment creation time however nonetheless makes it straightforward for guests to search out the data they want.
Professional Tip: You may additionally wish to embrace quick quotes from them reflecting their space of experience or distinctive factors of view. Even higher, share your organization story from their standpoint.
4. Model Overview
This part of your media equipment is very essential when working with content material creators and influencers.
Does your model attempt to align with a sure way of life? Do you’ve branded phrases, phrases, and even taglines? What are your values? Does your title have an surprising pronunciation or spelling?
Together with a model overview in your media equipment means that you can doc these parts exactly to your liking and talk them to potential collaborators.
These tips additionally assist establish who’s or shouldn’t be a great match to symbolize your model. In its media equipment, Give Energetic particulars its firm model, together with its model values.
Right here’s what I would come with in a model overview:
- Taglines
- Branded Phrases and Emblems
- Model Values
- Model Voice
- Tone
- Distinctive Spellings
- Pronunciations
5. Visible Property & Pointers
Your media equipment is not a full type information. Nevertheless, it ought to pull in probably the most important parts of your visible model and clarify find out how to use them.
Use your media equipment to incorporate logos and product/service photos.
Would you like your product proven specifically situations? Embrace high-quality photos creators, or journalists can select from. Are there particular methods you need your emblem to be displayed or used?
Present examples of appropriate and incorrect makes use of. Apple does an awesome job of exhibiting precisely the way it desires its branded badges for use and the way to not use them.
That is your alternative to make clear the way you wish to be portrayed and make it straightforward for media people to take action.
Professional Tip: Be certain your media equipment design reinforces your total model identification. Use the colours, fonts, and different visible hallmarks out of your branding tips. Be the instance of what you wish to see from others.
6. Social Proof (Social Media Stats, Case Research, and many others.)
In keeping with Matter Now, 69% of shoppers belief influencers, associates, and household over manufacturers themselves. So, use social proof to your benefit.
In your media equipment, share third-party info that vouches on your high quality or success like:
- Social Media Statistics
- Case Research
- Testimonials
- Awards
Social Media Statistics
In case your purpose is partnerships and collaborations, your media equipment ought to prioritize engagement charges and related social media metrics alongside the bread-and-butter statistics like follower counts.
Savvy creators and media firms wish to accomplice with manufacturers with large attain and engagement.
For social stats, you may have to conduct a social media audit or gather this information from the one that manages your social channels.
Professional Tip: In case you are a HubSpot Social consumer, you should utilize Experiences to research the efficiency of your social posts and decide how properly your social media efforts are performing.
Case Research
This part is your probability to let your work communicate for itself. Let the adage “present, do not inform” information you right here, that includes the fitting partnerships — both by way of logos or quick case research.
Worldwide soccer influencers The F2 spotlight previous campaigns on their web site, placing respected model names and logos entrance and heart. In addition they be aware key engagement statistics for these campaigns.
Testimonials
Testimonials are one other nice option to present the influence and effectiveness of your model or product in your media equipment.
Maintain this part succinct: only one or two sturdy quotes ought to suffice.
A couple of traces of textual content (even only a single quick quote) and a single associated picture can get the purpose throughout and depart an enduring impression.
Awards
Share any awards or accolades what you are promoting has acquired from respected associations or commerce teams. These awards as soon as once more vouch for the standard and legitimacy of your work.
7. Present Press
Do you’ve samples of previous press you really liked? How about press releases? If that’s the case, embrace them in your media equipment right here. Shoe model Nike has an in depth assortment of press releases on its press web site.
If what you are promoting has been featured on a podcast or TV present, embrace a hyperlink to the clip or file. Talked about in an article on a outstanding publication or different media outlet? Quote it.
You can even contemplate merely exhibiting the logos of the opposite media retailers which have coated you and linking to the asset if out there.
Together with present press helps new companions see what an awesome completed product can appear to be and provides a bit of additional social proof of your status.
8. Contact Info
Contemplate this the call-to-action of your media equipment. Embrace any related contact info that individuals can use to attach like:
- Press e mail deal with
- Social media handles and hyperlinks
- Related hashtags
Hashish firm Verano makes it straightforward to search out contact info, together with social media profiles in its media equipment.
Extras
Relying in your firm’s objectives, there are various different issues you’ll be able to contemplate together with in your media equipment.
For instance, in case you are vocal about explicit social causes, you could wish to embrace details about these efforts. Spotlight any charity or non-profit work. Or, possibly you’ll wish to share monetary information, like market share and gross sales numbers.
Take LVMH for instance. The mum or dad firm of Fenty Magnificence by Rihanna, highlights the model’s scale by sharing what number of nations it’s current in and the variety of basis shades it provides.
Take into consideration what you need your group to be recognized for and let that information what you embrace in your media equipment.
Easy methods to Make a Media Package
- Write your organization story.
- Add founder/workforce info.
- Listing important milestones and accomplishments.
- Collect your supporting property.
- Compile within the format of your selection.
- Add to your web site.
1. Write your organization story.
Begin your media equipment by writing a quick overview of what you are promoting. I like to recommend writing the fundamental information (like founding date, location, and founder names) after which elaborating in your mission, firm measurement and development, product and repair evolution, and accolades.
When you wish to hold this concise, you additionally wish to guarantee your reader will get a well-rounded picture of your organization. You need them to be excited to advertise and study extra about you.
2. Add founder/workforce info.
Elaborate in your founders and another outstanding members of your government workforce. Speak about their credentials, what introduced them to their present position, and any awards or recognition they’ve acquired.
Folks within the media will usually wish to function or point out your leaders particularly if they’re already outstanding public figures.
3. Listing important highlights and accomplishments.
Have you ever gained awards, damaged any information, had spectacular gross sales or utilization numbers, or pioneered a kind of know-how? Jot these down on your media/press equipment.
Accomplishments like these add intrigue. They provide the press and media much more cause to function you. In addition they present that little bit of additional sparkle to attraction to audiences.
It’s like having “Oscar-nominated” or “Pulitzer Prize-winning” earlier than somebody’s title. It vouches on your work and makes individuals wish to pay extra consideration.
4. Collect your supporting property.
That is the place a lot of the items we mentioned earlier come into play: your logos, photos, product descriptions, model tips, case research, information, and information.
Consider it as assembling all the additional pizzazz a creator or journalist must make their completed product stand out.
5. Compile within the format of your selection.
With all of your property chosen, it’s time to compile them within the format of your selection.
The format of your media equipment ought to be based mostly not simply on what you embrace but in addition on who’s utilizing it. What format is most handy for the viewers you’re working with?
For instance, if it’s primarily social media creators who have to seize photos or logos simply, one thing dynamic like a folder, press web page, or web site is healthier than a PDF. Uber is one model that takes this method.
Media kits can are available many alternative codecs, however a few of the commonest are:
- Downloadable PDF
- A shareable folder (on Google Drive or Dropbox)
- A press web page with hyperlinks
- A separate press web site
Professional Tip: Even should you prioritize an internet model, having a downloadable media equipment or deck is well worth the effort. Some individuals may choose the offline accessibility, and the static nature avoids technical points.
Our Free Media Package Template can be utilized to create that helpful PDF or downloadable slide deck.
6. Add to your web site.
Regardless should you select to create a static PDF or perhaps a shareable folder, add your media equipment to your web site. It will possibly dwell below a menu or footer merchandise that reads “press,” “media, and even “newsroom.”
That is sometimes what media retailers and creators will search for and creates a particular place to direct individuals in conversations.
A media equipment is barely helpful if it’s simply accessible, and a hyperlink in your web site is as intuitive because it will get.
Professional Tip: To maintain your media equipment straightforward to navigate, add a desk of contents.
Introduced as a downloadable PDF, Snapchat’s media equipment focuses closely on model property which may simply blur collectively with out the fitting steerage.
To keep away from this, Snapchat begins with a desk of contents. Then, it particulars precisely how it’s best to and mustn’t use its logos, typography, and model colours in your protection.
Media Package Design
Need assistance designing your media equipment? Our Free Media Package Template can be utilized to create a PDF or downloadable slide deck on your model. It covers all of the necessities and is straightforward to edit and broaden.
Canva additionally provides a variety of PDF templates.
Media Package Examples
1. Hinge
The relationship app Hinge has one of the vital full and easy-to-navigate media kits I discovered in researching this text. In addition they provide a downloadable model of every little thing shared to cowl all consumer preferences.
What I Like: The web site covers all of the important info — an origin story informed by the founder and CEO, quotes from the press, a timeline of the app’s milestones, logos, and pictures.
It additionally packages all of it in an ethereal design with a number of visuals and fascinating micro-animations.
2. Delta Airways
Whereas much less dynamic than Hinge, Delta Airways’ media equipment web site is one other nice instance to observe — particularly in case your design and growth sources are restricted.
What I Like: This no-frills method organizes numerous info into seven easy classes, which isn’t all the time straightforward to do. It makes use of a traditional grid format and dropdowns to maintain issues clear, however straightforward to navigate and dig deeper should you’d like.
3. Optimonster
Lead technology device Optimonster opts for a hybrid website-PDF method for its media equipment.
What I Like: The devoted web site gives tips for utilizing the brand and mascot, model colours, pattern press releases, and choose media protection. The PDF incorporates the precise visible information to be used.
4. Canva
I do know we talked about Canva earlier, however it deserves a full function.
What I like: The corporate’s “Press Hub” begins with a easy hero part and firm overview. Then, it goes right into a desk of contents of every little thing it covers with hyperlinks to the respective pages.
This contains media releases, management bios and headshots, case research, photographer, market insights, and rather more.
As you click on via these pages, you’ll discover that a lot of the content material is introduced in property made with the Canva device itself.
That is genius. Canva delivers all the data the media would want in a colourful, enjoyable package deal and concurrently reveals off its product’s capabilities. I can’t rave about it sufficient.
5. Airbnb
Airbnb’s media equipment is staged as a “newsroom” subdomain on the model’s larger web site.
What I like: Airbnb’s “about us” web page does an admirable job of highlighting essential background info just like the founders and their origin story. However the place it actually shines is the way it calls out the dimensions and success of the enterprise with a “quick information” part.
If you happen to click on via the remainder of the web site, you’ll discover contact info, product releases, and a big selection of visible property you’ll be able to filter via and obtain.
6. Headspace
Headspace’s media equipment involves us as one other devoted web site web page. Nevertheless, it makes use of a drive folder as an alternative of a PDF or zip file to ship its property.
What I like: The web page leads with a button to go to a Google Drive folder housing its images and bios, emblem pack, reality sheet, and app screenshots. Then, as you scroll, it shares press releases and older media protection. It’s the perfect of each worlds.
7. Kickstarter
Kickstarter places a novel stamp on its media equipment web page, utilizing shade blocks and huge photos to attract consideration to key information — success stats, its origin story, and testimonials.
What I like: Kickstarter’s design is a brilliant technique to information the attention on a web page that in any other case lacks navigation. It additionally makes use of toggles to attenuate litter and encourage interplay. This retains the web page attention-grabbing and fascinating.
Nevertheless, a desk of contents would have made it a lot simpler to search out what you want.
8. Slack
Slack’s media equipment is one other I can’t assist however love.
Whenever you first arrive on the web page, you are met with three easy buckets: logos, app screenshots, and Slack model heart.
What I Like: “Logos” and “app screenshots” take you to separate folders to obtain the property. “Model heart” takes you to a extra complete web site diving into all of the necessities of a media equipment.
It’s straightforward to navigate, thorough, and on-brand with every little thing we count on from Slack.
Make your media equipment successful.
So, there you’ve it. Whenever you create a media equipment, you give the press, creators, and the media typically all the instruments they should promote and reward your model. And much more importantly, you allow them to do it in the way in which you need.
Construct your media equipment, and begin shaping your model’s press picture right now.
