Draft a media kit that supports your story and piques the media’s interest.
I know, I know, just last week I argued that you should not waste your time on writing and sending press releases. And I have not changed my mind!
While your chances to be noticed by the media as a small business owner might be slim, there are many other opportunities to use a media kit, and gradually, it will help you gain more and more visibility which can lead to media exposure as well.
So let’s take a moment to talk about what a media kit is, why it’s important and how to create one that garners the world’s attention.
A media kit is…
First of all, what is a media kit? In its simplest form, it is a pdf document that contains 2 or 3 pages. It resumes what your business or brand is all about, why you are special and what you have done so far.
If the word “media” scares you, you can also call it a resource kit or an information folder. Whatever suits your style.
You need one because…
Media kit resumes in a glimpse what you are about and what are your main achievements. If someone does not know a thing about your business, the media kit enlightens them in just a minute.
You can use your media kit in several ways. For example, when it’s on your website, it allows the visitors to get a clear picture of your company. You can send it to accompany your guest blogging or podcast guest pitches to explain to bloggers and podcasters why you would be the best fit for their platform. Or if you meet a prominent contact in a networking event and you want them to understand your business a little bit better, send them your media kit as a follow up.
It should include…
A media kit should include at least the following elements:
- Presentation that resumes what your company is about, which is the problem you solve and what is special about you. (These About Me page tips can help, even though we are talking about a shorter text here.)
- Key figures that are relevant to your business
- Publications you’ve been featured in, if there are any
- Contact information
To uplevel your media kit, you can also add:
- A quote from you or your team
- Team presentation
- Photos and logos
- Product information
Update it at least…
Update your media kit regularly, at least 2 times a year to keep your figures updated. You can do it more often as well, if something significant changes.
When you launch a new product or service, it might make sense to create a separate media kit for that product alone or add information to your media kit.
Create one easily!
You don’t need a team or a big budget to create a media kit (or a resource toolkit or an information folder). You can do this completely by yourself.
- There are plenty of free templates in Canva
- You can buy a template for example from Creative Markets for less than 20 bucks
- Pinterest is filled with inspiring ideas
What are you still doing here? Start creating yours and remember to send me a copy!