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 impression on how you might be perceived by your target market.
That’s the place a media package (an in depth cousin of the press package) is available in. 
With a well-strategized media package, 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 at all times been desirous about media kits. So, let’s unpack the right way to make an ideal one.
Desk of Contents
What’s a media package?
A media package 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 package,” which is targeted on enabling extra conventional press and journalists to jot down articles, however extra complete. In addition to press releases and pictures, a media package 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 package waters: What’s the distinction between a media package and a press package?
Media Package vs Press Package
I can’t deceive you — once I sat down to jot down this piece, I believed a media package and press package had been the identical factor.
Many individuals use the phrases interchangeably, and it’s simple to see why. Each a media package and a press package serve the identical goal — enabling correct promotion in your firm. However there are some key variations.
“Press package” is a extra conventional time period for supplies compiled for journalists or information media to jot down about you. It sometimes consists of press releases, photos, background info (like an organization overview), and call particulars.
A “media package” 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.
In addition to press releases and pictures, a media package consists of branding tips, social media info and statistics, movies, awards and accolades, partnerships, and possibly even case research.
(Word: Many manufacturers will take the time period “media package” 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 concentrate on an all-encompassing package, as we described above.)
Conventional journalists can undoubtedly use a media package like their digital counterparts, however press kits lack the main points digital creators want.
That stated, I’d argue {that a} media package is solely a contemporary, extra related evolution of the press package.
What are media kits and press kits used for?
In a nutshell, each media and press kits are used to collect details about your product or firm to share with exterior events.
They don’t get you extra media protection, however they do make creating that content material simpler. In addition they assist make sure 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 package will share the background info they should do it in the precise phrases and tone of voice.
Or, if somebody is making a social media video about you, they’ll understand how they need to use your brand or what colours are on the model. I dabble in user-generated content material creation for manufacturers myself, so I can vouch this can be a widespread use.
General, a media package or press package fosters comfort and consistency when working with an exterior companion.
What to Embrace in a Media Package
So, this is some excellent news: many of the content material and inventive property you want to create your media package seemingly exist already. Let’s unpack the necessities.
1. Firm Story (Mission, Values, and many others.)
Begin with the star of your media package: you. That is the place you introduce your identify, brand, and mission. Share your origin story and general, the “why” behind what you do.
Golf tools firm Titleist does an exquisite 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 figuring out who Titleist is, how lengthy it has been in enterprise, and what they’ll count on from the model. An “about us” like that is additionally generally present in a press package.
2. Merchandise/Providing
This can be apparent, however embrace an outline of your product, service, or providing in your media package.
Generally, individuals exterior your group don’t know the right way to describe what you do, your catalog, or your logos. Use this house to put down the information.
Design software Canva does many issues proper with its media package 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 presents a quick overview of the corporate’s product choices on the “firm info” tab making it simple to seek out the knowledge when wanted.
3. Founder/Administration Data
Media retailers are sometimes desirous about chatting with firm founders or government workforce members. Use your media package to spotlight them with their names, transient bios, and headshots. That is one other characteristic you’d discover in a standard press package.
Whereas GE Home equipment’ media package 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 package creation time however nonetheless makes it simple for guests to seek out the knowledge 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 viewpoint.
4. Model Overview
This part of your media package is particularly necessary when working with content material creators and influencers.
Does your model attempt to align with a sure life-style? Do you might have branded phrases, phrases, and even taglines? What are your values? Does your identify have an sudden pronunciation or spelling?
Together with a model overview in your media package permits you to doc these parts exactly to your liking and talk them to potential collaborators.
These tips additionally assist establish who’s or isn’t an excellent match to signify your model. In its media package, 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 Logos
- Model Values
- Model Voice
- Tone
- Distinctive Spellings
- Pronunciations
5. Visible Property & Tips
Your media package is not a full fashion information. Nevertheless, it ought to pull in essentially the most important parts of your visible model and clarify the right way to use them.
Use your media package to incorporate logos and product/service photos.
Would you like your product proven specifically eventualities? Embrace high-quality photos creators, or journalists can select from. Are there particular methods you need your brand to be displayed or used?
Present examples of appropriate and incorrect makes use of. Apple does an ideal job of displaying 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 simple for media people to take action.
Professional Tip: Ensure your media package design reinforces your general 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 line with Matter Now, 69% of customers belief influencers, pals, and household over manufacturers themselves. So, use social proof to your benefit.
In your media package, share third-party info that vouches in 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 package ought to prioritize engagement charges and related social media metrics alongside the bread-and-butter statistics like follower counts.
Savvy creators and media corporations wish to companion with manufacturers with huge attain and engagement.
For social stats, you will must conduct a social media audit or gather this knowledge from the one that manages your social channels.
Professional Tip: In case you are a HubSpot Social person, you need to use 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 precise partnerships — both through 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 word key engagement statistics for these campaigns.
Testimonials
Testimonials are one other nice technique to present the impression and effectiveness of your model or product in your media package.
Maintain this part succinct: only one or two robust quotes ought to suffice.
A couple of strains of textual content (even only a single quick quote) and a single associated picture can get the purpose throughout and go away a long-lasting 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. Current Press
Do you might have samples of previous press you really liked? How about press releases? In that case, embrace them in your media package right here. Shoe model Nike has an intensive 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 take into account merely displaying the logos of the opposite media retailers which have coated you and linking to the asset if obtainable.
Together with present press helps new companions see what an ideal completed product can seem like and provides a little bit additional social proof of your status.
8. Contact Data
Take into account this the call-to-action of your media package. Embrace any related contact info that folks can use to attach like:
- Press electronic mail handle
- Social media handles and hyperlinks
- Related hashtags
Hashish firm Verano makes it simple to seek out contact info, together with social media profiles in its media package.
Extras
Relying in your firm’s objectives, there are lots of different issues you possibly can take into account together with in your media package.
For instance, if you’re vocal about explicit social causes, chances are you’ll wish to embrace details about these efforts. Spotlight any charity or non-profit work. Or, possibly you’ll wish to share monetary knowledge, 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 international locations it’s current in and the variety of basis shades it presents.
Take into consideration what you need your group to be recognized for and let that information what you embrace in your media package.
The right way to Make a Media Package
- Write your organization story.
- Add founder/workforce info.
- Listing essential 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 package by writing a quick overview of what you are promoting. I like to recommend writing the essential information (like founding date, location, and founder names) after which elaborating in your mission, firm dimension and progress, 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 be taught extra about you.
2. Add founder/workforce info.
Elaborate in your founders and every other 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.
Individuals within the media will usually prefer to characteristic or point out your leaders particularly if they’re already outstanding public figures.
3. Listing essential highlights and accomplishments.
Have you ever received awards, damaged any information, had spectacular gross sales or utilization numbers, or pioneered a sort of expertise? Jot these down in your media/press package.
Accomplishments like these add intrigue. They offer the press and media much more purpose to characteristic 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 identify. It vouches in your work and makes individuals wish to pay extra consideration.
4. Collect your supporting property.
That is the place many of the items we mentioned earlier come into play: your logos, photos, product descriptions, model tips, case research, information, and knowledge.
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 package must 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 must seize photos or logos simply, one thing dynamic like a folder, press web page, or web site is best than a PDF. Uber is one model that takes this method.
Media kits can are available in many alternative codecs, however a number of the most typical 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 if you happen to prioritize an internet model, having a downloadable media package or deck is definitely worth the effort. Some individuals may favor the offline accessibility, and the static nature avoids technical points.
Our Free Media Package Template can be utilized to create that useful PDF or downloadable slide deck.
6. Add to your web site.
Regardless if you happen to select to create a static PDF or perhaps a shareable folder, add your media package to your web site. It could actually dwell beneath 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 package 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 package simple to navigate, add a desk of contents.
Introduced as a downloadable PDF, Snapchat’s media package focuses closely on model property which may simply blur collectively with out the precise steering.
To keep away from this, Snapchat begins with a desk of contents. Then, it particulars precisely how you must and shouldn’t use its logos, typography, and model colours in your protection.
Media Package Design
Need assistance designing your media package? Our Free Media Package Template can be utilized to create a PDF or downloadable slide deck in your model. It covers all of the necessities and is simple to edit and increase.
Canva additionally presents a variety of PDF templates.
Media Package Examples
1. Hinge
The relationship app Hinge has probably the most full and easy-to-navigate media kits I discovered in researching this text. In addition they supply a downloadable model of all the things shared to cowl all person preferences.
What I Like: The web site covers all of the essential info — an origin story instructed 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 interesting micro-animations.
2. Delta Airways
Whereas much less dynamic than Hinge, Delta Airways’ media package web site is one other nice instance to observe — particularly in case your design and improvement assets are restricted.
What I Like: This no-frills method organizes quite a lot of info into seven easy classes, which isn’t at all times simple to do. It makes use of a basic grid structure and dropdowns to maintain issues clear, however simple to navigate and dig deeper if you happen to’d like.
3. Optimonster
Lead technology software Optimonster opts for a hybrid website-PDF method for its media package.
What I Like: The devoted web site gives tips for utilizing the emblem and mascot, model colours, pattern press releases, and choose media protection. The PDF incorporates the precise visible recordsdata to be used.
4. Canva
I do know we talked about Canva earlier, nevertheless it deserves a full characteristic.
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 all the things it covers with hyperlinks to the respective pages.
This consists of media releases, management bios and headshots, case research, photographer, market insights, and way more.
As you click on by these pages, you’ll discover that many of the content material is offered in property made with the Canva software itself.
That is genius. Canva delivers all the knowledge the media would wish in a colourful, enjoyable bundle and concurrently reveals off its product’s capabilities. I can’t rave about it sufficient.
5. Airbnb
Airbnb’s media package is staged as a “newsroom” subdomain on the model’s better 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 size and success of the enterprise with a “quick information” part.
When you click on by the remainder of the web site, you’ll discover contact info, product releases, and a big selection of visible property you possibly can filter by and obtain.
6. Headspace
Headspace’s media package 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, brand 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 package web page, utilizing colour 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 muddle and encourage interplay. This retains the web page attention-grabbing and interesting.
Nevertheless, a desk of contents would have made it a lot simpler to seek out what you want.
8. Slack
Slack’s media package 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 package.
It’s simple to navigate, thorough, and on-brand with all the things we count on from Slack.
Make your media package successful.
So, there you might have it. Whenever you create a media package, you give the press, creators, and the media generally the entire 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 package, and begin shaping your model’s press picture immediately.
