How to Create an Engaging Media Kit (With Tips and Examples)

By Indeed Editorial Team

Published June 1, 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Media engagement is an important part of any business or product launch because consumers typically develop their first impression of a company from an initial kit. A well-structured media package enables you to control brand messaging by providing official information to journalists, advertisers, and other media professionals. Understanding how to compile a kit that effectively communicates with the best-suited media sector can help a company with marketing and public relations. In this article, we define what a media kit is, explain how to make one, explore its benefits, and provide some examples of different types.

What is a media kit?

A media kit refers to the official promotional materials for an organization, product, or individual. When marketing a business development, companies typically issue media packages to a select audience. These kits usually consist of two main aspects. The first aspect involves determining the kit's contents, which is usually a series of statements, images, and advertorial videos. The other part of curating a kit typically entails deciding how to distribute the information.

A complete kit provides the media with authoritative material, which they use to make the content. Finding compatible outlets to advertise the material allows you to direct a message to a suitable audience. Trusted media sources that use information responsibly can improve a business's or a product's reputation before it reaches the marketplace. Once the initial statement releases, it's available for other outlets. Because the initial statement often sets a message's tone, creating a professional kit is important.

How to make a kit for the media

Every media contact kit is unique to the product or organization it promotes. To make a kit that suits your needs, you can use the following steps as a guideline:

1. Research competitors

Search for examples of kits from competing organizations. You can use past information, such as previous kits that similar businesses issued. Identify the kit's contents, such as pictures of the organization's location, employee biographies, or testimonials. You can also look for templates that provide you with a rubric, which may help you format your presentation. Templates allow you to use the framework of existing kits, providing you with an opportunity to insert your files in a logical order.

Read more: How to Do Market Research With 6 Guided Steps (With Types)

2. Create a narrative

Whether you contact the media for an individual or a business, having a cohesive narrative is important. Some companies rely on mission statements to clarify their message, while others use taglines. Organizations with a powerful story are easier for the media to publicize as there is a larger audience for this type of content. You may also want to use the kit to inform the media why the information is newsworthy. Identify what makes a product or company unique and use that as the focal point of your media package.

3. Personalize the information

Companies that provide employee biographies show both transparency and humanity. This can increase consumer trust because it provides customers with a face that they can relate to. Since professional biographies typically humanize a business, the best practice is to feature between three and six biographies. As a reference, the founder, top executives, and managers are the most common biographies to include. For product rollouts, a biography can refer to an item's history and the person who developed it.

Read more: How to Write Your Bio Using a Professional Bio Template

4. Include additional resources

A kit's purpose is to engage the media by providing curated information from a reliable source. This means limiting the package's contents to the most relevant material. If you send a digital media package, you can include supplemental materials in a different file. Common files include testimonials, quotes, press releases, or fact sheets. These materials work best as an appendix because they serve as a reference rather than a primary focal point.

5. Use multiple media forms

A proper kit includes all media forms, including text, audio, and visual content. Text content includes employee biographies, a company or product history, official statements or press releases, and testimonials. Audio content can include official jingles, sound bites, or a sample of an artist's song. Visual content refers to images of logos, a business's location, individuals, or products. Consider the kit's focal point and ensure that the materials you use to represent it accurately capture the desired message.

6. Include contact details

It's important to provide a communications and media relations team member with contact information. While kits are usually comprehensive, many media professionals fact-check by reaching out to confirm information or to ask follow-up questions. Contact details include a phone number, mailing address, and email address of the employee responsible for media inquiries.

Benefits of media packages

Designing a message that you issue to the media provides you with an opportunity to guide the narrative. It allows you to decide on an official description for products, services, and a business's history. By providing the media with official public relations content, you may reduce the risk of inconsistent reporting.

Providing kits to the media can improve efficiency because it may reduce communication responsibilities, thereby saving time. Instead of responding to emails or phone inquiries, you can distribute relevant information to the media. This allows the media to provide an explanation of a business while advertising it through testimonials and visuals.

Examples of media contact kits

A kit includes any curated set of materials that you use to contact media professionals. Some examples of common kits, and what to include in them, include the following:

Online merchant or retailer kit

Digital retailers issue media packages to promote their online presence and secure brand identity. Typical kits include a company overview and brief history. You may want to include high-quality pictures of any products you wish to promote. If a company sells services, you can use its logo and team member photos. It's important to include website analytics to prove a company's online presence. Common text content includes reviews, testimonials, and a list of partnership opportunities, such as affiliate marketing details.

Blogger or web professional kit

A blogger's or social media influencer's media contact kit has unique requirements. Because the focal point is typically an individual, the narrative is especially important. Most kits include text content, such as a biography and mission statement. The biography provides insight into a blogger's or web professional's character, and the mission statement outlines their goal.

It's ideal when a website kit includes statistics on web engagement, such as unique visitors and average views. For visual media, you may want to include a quality headshot and an official logo. Choose a colour scheme that's consistent with the website itself.

Read more: How to Become a Social Media Consultant (With Skills)

Media company kit

Media companies include video production studios and journalism websites. These companies use curated kits to establish a marketplace presence. The kit usually includes a brief company history, biographies of main stakeholders, and any licensing information relevant to the medium. To add credibility, these kits typically consist of an audience analysis, which is often substantiated by statistics, including the number of newsletter subscribers or the details on how many unique visitors reach the site each month.

Food service business kit

Restaurants or food stores rely heavily on visual media when creating a kit. Most of these kits begin with a background on the organization, which may help establish the unique benefits it brings. Following this, the kit typically features menu information, including nutritional details and high-resolution pictures of the company's food. This kit often incorporates images of the restaurant's interior or exterior, along with its logo. Unless the business is new, media kits usually include testimonials about the food and service.

Read more: Tips on How to Provide Good Customer Service (With Benefits)

Tips for creating media packages

The following tips can help you create an engaging kit that accurately represents a company's message:

Include important information

A media package, regardless of its purpose, requires some key elements, including the following:

  • Company name and address

  • Licensing information

  • Contact details

  • Trademarked images and phrases

  • Product pictures

  • Biographies of main stakeholders

  • Mission statement or purpose

Focus on clarity

When you provide information through a media release kit, simple, straightforward contact is ideal. Provide brief explanations, focus on infographics that express statistics, and use photographs when possible. If you include an appendix with supplemental resources, separate it from the main content to avoid a cluttered presentation.

Maintain a focal point

The purpose of a media contact package is to engage consumers and draw awareness to a brand or company. By maintaining focus on the main message, it makes the kit more accessible to the media. The information you supply centres around the kit's purpose, whether that's to promote a product, launch a business, or expand into a new territory. Ensure that all the material you include is consistent with a company's message and reinforces the kit's focus.

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