Creating Media Kits: The Right Information to Get Covered
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Struggling to get your organization covered by the media? Obtaining media coverage can be challenging, especially with the number of pitches journalists receive. However, there are ways you can make your proposed story more enticing for journalists to cover. One of the best ways to receive coverage is by creating media kits. Keep reading to learn how to make and implement a media kit into your public relations strategy.
Creating Media Kits
Pitching your story to journalists can be intimidating. To have a chance at your story being covered, you need to be clear and concise while also explaining how your story is newsworthy.
If you do gain interest in your story, you then need to provide the journalist with the information they need. How can you do this effectively? Creating a media kit is the best way you can provide the resources they need.
What information should I include?
In order to create an effective media kit, you need the right resources in an easily accessible package. Most media kits are available on companies’ websites so they can send journalists one link with all the information they need.
In Caroline Forsey’s article, “What is a Media Kit — and How to Make One [+ Press Kit Examples],” at HubSpot she discusses what you need to include in a media kit. She recommends including a bio/About Us page, social media statistics, case studies, partnerships and collaborations, testimonials and brand resources. These brand images should include your logos, products, services and anything else a journalist may need for a story.
You may already have most of this information written and available on your website. When creating your media kit, make sure that you are framing the information in a way that both promotes your organization and supports that you are newsworthy. This is why Forsey recommends including social media statistics along with other relevant stats to convey your brand’s influence and success.
Forsey also recommends using the show don’t tell method in your case study, partnerships and testimonial sections. Just showing your connections and positive interactions will convey your influence to journalists.
Finally, make sure that all of your brand resources can be easily downloaded and are of high quality. Forsey also suggests including pictures of your team as journalists often do stories on specific people.
How should I present my media kit?
Most media kits are on companies’ websites for easy access and distribution. It can also be a good idea to have a pdf version of your media kit so journalists can have the information easily accessible. Use a simple title for your media kit–there is no need for a fancy or confusing description. Remember, the goal of your media kit is to provide journalists with all the information they need to make writing the story as easy as possible. If you do not, the journalist will likely become frustrated and will be less likely to cover your organization in the future.
Implementing Media Kits
Now that you have a media kit, what do you do with it? Having it available on your website is the best method for housing your media kit. However, how do you get journalists to use it and cover your organization’s story? Keep reading to find out!
What should I do after creating my media kit?
Having a media kit will make your media pitch more enticing to journalists. Now that you have one, attach it to your media pitches to garner interest in your company and story. Journalists have an insane schedule, so if you can provide them with a newsworthy story with all of the necessary information and resources, your story has a higher likelihood of being covered.
Also, don’t forget to audit and update your media kit regularly. If anything changes in your organization or you have new products or services, your media kit should include that information. Having outdated information will only turn journalists away, so you need to make sure your resources are current and relevant.
Creating media kits is critical to the success of your media pitches. By including the information needed for the journalist, they will be more likely to cover your story.
Want to learn more about creating media kits? RedMoxy is here to answer any questions you may have! Connect with us here for more information.