Once you have your plan of action in place, prepare some materials specifically for the media. In addition to product samples, photos and a website, you’ll need a media kit and an introductory press release.
What is a Media Kit?
A media kit is a package of information that allows reporters to get the data they need about your business quickly and easily. You’ll want to create a few, high-quality print versions for important conferences, tradeshows and media mailings.
But it’s also necessary to provide an online version so that reporters can access the information at all times to meet tight deadlines. Plus, this will help you save time and money in printing and shipping fees.
What’s in a Media Kit?
When developing your media kit, think of it as a snapshot of your company. What are the key points you want media members to know about your business? More important, what are they going to care about? With this in mind, most media kits include the following information:
Write a brief synopsis about what your company does and why you are unique. Include information about the company’s mission statement, goals, work environment, and other pertinent data.
You can present this information in a few paragraphs, as detailed bulleted points or in a “Frequently Asked Questions” format. Just make sure it is succinct and conveys the interesting aspects about your business.
Products and Services
List all of the products and services you have to offer. But instead of emphasizing the features, focus on the benefits.
Ask yourself why someone will care about each particular product or service and write it down. After taking a few minutes to view this section, readers should know exactly what you have to offer and why they should buy it from you.
This page contains data regarding the history of your business. Include the date the business was founded, who was involved and why you started the business. To keep this interesting, offer personal thoughts and stories about the development of the business from start to present day.
If your business is new and you don’t have a lot to share, you can include the background information in your “Business Facts” section.
Choose the top brass in your organization, and write a brief, reader-friendly biography for each. You’ll want to offer information about their hometown, education, business experience, awards, expertise, and any key points that you want the media to know about.
Consider adding pertinent quotes, anecdotes, examples of success, and other unique criteria to boost credibility. And include personal stories, family information, outside work activities, and hobbies. This will help readers relate to company executives and keep the information interesting.
Plus, you’ll want to post a high-resolution, downloadable photo of each business leader. This way, media members can simply click on the photos and use them in their stories.
As your business grows, it is important to let media members and customers know that you are up-to-date and aware of current news and industry trends. In your media kit, and on your website, include a news section.
Here, you can list your press releases, media clippings, quotes from satisfied customers, blogs, videos, webinars, case studies, speaking engagements, articles, upcoming events, and other newsworthy activities.
And if possible, you’ll want to include downloadable brochures, logos, photos, style/identity standards, and story ideas for potential stories. If you don’t have news to share yet, list upcoming activities and make a conscious effort to add to this section on a weekly or monthly basis. And don’t be afraid to be creative. Your media kit should reflect your business image while conveying important, yet succinct, information.
Once you have this information together, confirm the facts and ensure all website links work. Have a few outsiders read the kit and get their input. If your printed media kit is longer than eight pages, it could use some editing.
And if you are still having trouble creating a good media kit, do some research. Look at competitors’ sites and review the media kits of successful companies. This will help you see missing information and add unique data to your kit.
When you are finished and have an online newsroom, make a note to review this information on a weekly (or even daily) basis. You need to keep it fresh and add new data as necessary.
Ready to begin building your media kit? Read StartupNation's Media Kit Guide List