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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 a large impression on how you’re perceived by your audience.
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 excited by media kits. So, let’s unpack tips on how to make an excellent 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 much like a “press package,” which is targeted on enabling extra conventional press and journalists to jot down articles, however extra complete. Moreover press releases and pictures, a media package accommodates extra property and knowledge like movies, statistics, social media profiles, awards, case research, and branding pointers.
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 assumed a media package and press package had been the identical factor.
Many individuals use the phrases interchangeably, and it’s straightforward to see why. Each a media package and a press package serve the identical objective — 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, photographs, background info (like an organization overview), and get in touch with particulars.
A “media package” is all of that and extra. It’s a extra trendy 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 package consists of branding pointers, social media info and statistics, movies, awards and accolades, partnerships, and possibly even case research.
(Be aware: Many manufacturers will take the time period “media package” actually, solely together with multimedia like photographs 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 mentioned, I’d argue {that a} media package is just 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 outdoors events.
They don’t get you extra media protection, however they do make creating that content material simpler. Additionally they assist be 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 proper 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 package or press package fosters comfort and consistency when working with an exterior companion.
What to Embody in a Media Package
So, here is some excellent news: many of the content material and inventive property it’s essential create your media package doubtless exist already. Let’s unpack the necessities.
1. Firm Story (Mission, Values, and so on.)
Begin with the star of your media package: you. That is the place you introduce your identify, emblem, and mission. Share your origin story and total, the “why” behind what you do.
Golf tools firm Titleist does a fantastic 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 package.
2. Merchandise/Providing
This can be apparent, however embody an outline of your product, service, or providing in your media package.
Generally, folks outdoors your group don’t know tips on how to describe what you do, your catalog, or your emblems. Use this area to put down the info.
Design device 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 affords 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 Data
Media retailers are sometimes excited by chatting with firm founders or government group members. Use your media package to focus on them with their names, temporary bios, and headshots. That is one other function you’d discover in a conventional press package.
Whereas GE Home equipment’ media package doesn’t embody a devoted, separate web page for studying about its leaders, it does embody a hyperlink to their bios.
This streamlines the corporate’s media package creation time however nonetheless makes it straightforward for guests to search out the data they want.
Professional Tip: You may additionally wish to embody brief 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 very necessary when working with content material creators and influencers.
Does your model attempt to align with a sure life-style? Do you may 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 lets you doc these parts exactly to your liking and talk them to potential collaborators.
These pointers additionally assist establish who’s or will not be a superb match to signify your model. In its media package, Give Vigorous 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 Belongings & Pointers
Your media package is not a full fashion information. Nonetheless, it ought to pull in probably the most important parts of your visible model and clarify tips on how to use them.
Use your media package to incorporate logos and product/service photographs.
Would you like your product proven specifically situations? Embody high-quality photographs creators, or journalists can select from. Are there particular methods you need your emblem to be displayed or used?
Present examples of right and incorrect makes use of. Apple does an excellent job of exhibiting precisely the way it needs 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 of us to take action.
Professional Tip: Be certain your media package design reinforces your total model id. Use the colours, fonts, and different visible hallmarks out of your branding pointers. Be the instance of what you wish to see from others.
6. Social Proof (Social Media Stats, Case Research, and so on.)
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 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 may must conduct a social media audit or gather this knowledge from the one that manages your social channels.
Professional Tip: If you’re a HubSpot Social person, you should 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 likelihood to let your work converse for itself. Let the adage “present, do not inform” information you right here, that includes the proper partnerships — both through logos or brief case research.
Worldwide soccer influencers The F2 spotlight previous campaigns on their web site, placing respected model names and logos entrance and middle. Additionally they be aware key engagement statistics for these campaigns.
Testimonials
Testimonials are one other nice option 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 brief quote) and a single associated picture can get the purpose throughout and go away an enduring impression.
Awards
Share any awards or accolades your enterprise 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 may have samples of previous press you liked? How about press releases? If that’s the case, embody them in your media package right here. Shoe model Nike has an intensive assortment of press releases on its press web site.
If your enterprise has been featured on a podcast or TV present, embody a hyperlink to the clip or file. Talked about in an article on a distinguished publication or different media outlet? Quote it.
You can even take into account merely exhibiting the logos of the opposite media retailers which have coated you and linking to the asset if obtainable.
Together with current press helps new companions see what an excellent completed product can appear to be and provides a bit of further social proof of your status.
8. Contact Data
Contemplate this the call-to-action of your media package. Embody any related contact info that individuals can use to attach like:
- Press electronic mail tackle
- 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 package.
Extras
Relying in your firm’s objectives, there are numerous different issues you’ll be able to take into account together with in your media package.
For instance, if you’re vocal about specific social causes, you might wish to embody 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 mother or father 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 affords.
Take into consideration what you need your group to be identified for and let that information what you embody in your media package.
How you can Make a Media Package
- Write your organization story.
- Add founder/group info.
- Record 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 package by writing a quick overview of your enterprise. I like to recommend writing the fundamental info (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 preserve 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/group info.
Elaborate in your founders and another distinguished members of your government group. Speak about their credentials, what introduced them to their present function, and any awards or recognition they’ve acquired.
Individuals within the media will usually wish to function or point out your leaders particularly if they’re already distinguished public figures.
3. Record important highlights and accomplishments.
Have you ever received awards, damaged any information, had spectacular gross sales or utilization numbers, or pioneered a kind of expertise? Jot these down in your media/press package.
Accomplishments like these add intrigue. They provide the press and media much more cause to function you. Additionally they present that little bit of additional sparkle to enchantment to audiences.
It’s like having “Oscar-nominated” or “Pulitzer Prize-winning” earlier than somebody’s identify. It vouches in your work and makes folks 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, photographs, product descriptions, model pointers, case research, info, 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 embody but additionally 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 photographs 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 many various codecs, however among 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 in case you prioritize an online model, having a downloadable media package or deck is well worth the effort. Some folks may want 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 in case you select to create a static PDF or perhaps a shareable folder, add your media package to your web site. It will probably 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 selected place to direct folks in conversations.
A media package is just 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 straightforward to navigate, add a desk of contents.
Offered as a downloadable PDF, Snapchat’s media package focuses closely on model property which might simply blur collectively with out the proper steerage.
To keep away from this, Snapchat begins with a desk of contents. Then, it particulars precisely how you need to and mustn’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 broaden.
Canva additionally affords a variety of PDF templates.
Media Package Examples
1. Hinge
The courting app Hinge has probably the most full and easy-to-navigate media kits I discovered in researching this text. Additionally they supply a downloadable model of every little thing shared to cowl all person preferences.
What I Like: The web site covers all of the important 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 plenty 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 comply with — particularly in case your design and improvement sources are restricted.
What I Like: This no-frills method organizes numerous info into seven easy classes, which isn’t at all times straightforward to do. It makes use of a basic grid structure and dropdowns to maintain issues clear, however straightforward to navigate and dig deeper in case you’d like.
3. Optimonster
Lead era device Optimonster opts for a hybrid website-PDF method for its media package.
What I Like: The devoted web site supplies pointers for utilizing the emblem and mascot, model colours, pattern press releases, and choose media protection. The PDF accommodates the precise visible information to be used.
4. Canva
I do know we talked about Canva earlier, but it surely 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 consists of media releases, management bios and headshots, case research, photographer, market insights, and rather 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 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 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 dimensions and success of the enterprise with a “quick info” part.
When you click on by the remainder of the web site, you’ll discover contact info, product releases, and a wide array of visible property you’ll be able to filter by and obtain.
6. Headspace
Headspace’s media package involves us as one other devoted web site web page. Nonetheless, 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 singular stamp on its media package web page, utilizing shade blocks and huge photographs to attract consideration to key info — success stats, its origin story, and testimonials.
What I like: Kickstarter’s design is a great 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 fascinating and interesting.
Nonetheless, a desk of contents would have made it a lot simpler to search out what you want.
8. Slack
Slack’s media package is one other I can’t assist however love.
While you first arrive on the web page, you are met with three easy buckets: logos, app screenshots, and Slack model middle.
What I Like: “Logos” and “app screenshots” take you to separate folders to obtain the property. “Model middle” takes you to a extra complete web site diving into all of the necessities of a media package.
It’s straightforward to navigate, thorough, and on-brand with every little thing we count on from Slack.
Make your media package a success.
So, there you may have it. While you create a media package, 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 package, and begin shaping your model’s press picture right now.
