What is a media kit?<\/h2>\n\n\n\n
You\u2019re probably thinking, \u201cWhat is a media kit and how can it help my business?\u201d<\/em><\/p>\n\n\n\n A media kit is a collection of information and assets to help people get to know your brand. By \u201cpeople\u201d we mean the general public, but also influencers, bloggers, and journalists. Yep, those lovely people who can boost awareness of your brand and skyrocket your sales.<\/p>\n\n\n\n Media kits usually contain brand logos and graphics, a company overview, testimonials, statistics, videos, and other resources. The goal of a media kit is to communicate what your business does, what sets you apart, and why people should pay attention. <\/p>\n<\/div>\n\n\n\n Think of the zillions of businesses out there. Everyone\u2019s selling something and everyone\u2019s trying to get attention. Without a media kit, it\u2019s harder for your brand to stand out from the crowd.<\/p>\n\n\n\n But once you do <\/em>have a media kit, you\u2019ll be glad you do, because:<\/p>\n\n\n\n A media kit can be a PDF, slideshow, Google Drive or Dropbox folder, page on your website, or whatever you want. As long as it\u2019s easy for others to access, you can build it how you want. (We\u2019ll walk you through it below.)<\/p>\n\n\n\n A \u201csocial media kit\u201d is similar to a media kit, but the purpose is to have your brand represented consistently and accurately across social media. It\u2019s not focused on getting your brand featured in traditional media outlets, so it doesn\u2019t need press releases like a media kit would.<\/p>\n\n\n\n Then there\u2019s a \u201cpress kit.\u201d Some people use \u201cpress kit\u201d and \u201cmedia kit\u201d interchangeably, but a press kit is meant to focus on journalists and traditional media. It\u2019s a phrase from the past when social media wasn\u2019t a thing.<\/p>\n\n\n\n A press kit contains background info about the company, company press releases, and contact details for the company\u2019s press contact. These materials can help a company get featured on the news or in a magazine. But a media kit contains the materials from a press kit plus <\/em>brand logos and guidelines, social media stats, product info, videos, and testimonials.<\/p>\n\n\n\n All three terms are similar. But \u201cmedia kit\u201d is best to describe what you need if you want to collab with influencers and be featured on blogs, podcasts, TV shows, etc.<\/p>\n\n\n\n Your media kit should have an overview of what your business does and a brief history of the business. We\u2019re not saying write a novel. But you do have to write in a clear and compelling way that captures attention. <\/p>\n\n\n\n Hint:<\/strong> Include your company\u2019s mission and values to create a meaningful impression.<\/p>\n\n\n\n After you\u2019ve written this, read it through the eyes of a complete stranger who knows nothing about your business. If they were to read this background info, would they easily understand what your business does, what kinds of customers your business serves, and what makes your offers unique? If not, it\u2019s editing time.<\/p>\n\n\n\n They say company culture starts at the top. Whoever \u201cthey\u201d are, they\u2019re right. People reading your media kit want to know who\u2019s in charge of your company, because that says a lot about the company\u2019s culture and values.<\/p>\n\n\n\n That\u2019s why you should include headshots and short bios of the CEO and other company leaders. Their bios should mention highlights of their professional experience, achievements and awards, and other impressive details.<\/p>\n\n\n\n Your brand visuals have an enormous impact on the way people perceive your brand. You want your brand to be remembered and evoke a certain mood. Putting your logo and other brand visual assets into your media kit is essential.<\/p>\n\n\n\n Your media kit needs up-to-date, high-resolution logos as well as your brand\u2019s color palette, fonts, and taglines. This will help bloggers, news outlets, and social media accounts show your brand visually with nice, sharp pictures. No fuzzy JPGs, please! <\/p>\n\n\n\n You\u2019ll also want to add in logo usage guidelines so people won\u2019t take your visuals and make them look not so pretty. The last thing you need is someone messing up your brand colors or making your logo look strange. If you don\u2019t know how to include these guidelines, examples are coming your way.<\/p>\n\n\n\n Thanks to the growing number of internet scams, people are becoming more and more skeptical of what they see online. It\u2019s harder than ever to prove you\u2019re trustworthy. Having statistics, case studies, and testimonials in your media kit builds trust.<\/p>\n\n\n\n Some stats you can put in your media kit: <\/p>\n\n\n\n There\u2019s so much of a story you can tell with numbers. Testimonials and case studies add even more credibility.<\/p>\n\n\n\n We recommend putting several press releases in your media kit so people will know about your company\u2019s latest achievements and newest projects. Press releases show the public that your company is actively working on things that improve people\u2019s lives. They also stir up excitement and curiosity for what your company will do next. <\/p>\n\n\n\n Your media kit should include images and info about your products and services. If your business has one or a few products, include all of them. If your business has a large number of products, include a few that you want to prioritize. Avoid complex, lengthy descriptions with jargon. Make your product descriptions simple yet appealing.<\/p>\n\n\n\n High-quality images and videos are must-haves for a media kit because they evoke emotion and make your brand memorable. Add plenty of pics of your products, videos demonstrating how they work, promotional videos, and other images and videos that help people get to know your brand.<\/p>\n\n\n\n This is a major part of your media kit. You\u2019ll want to showcase all your social media glory, including engagement statistics, links to high performing posts, and demographics of who your followers are.<\/p>\n\n\n\n You may want to throw in email marketing stats if those look good too. If you have a lot of people on your email list and high opens and clicks, that\u2019s good to add the media kit. The goal is to show that your content is resonating with your audience and people want to follow along for the ride!<\/p>\n\n\n\n Don\u2019t forget to add contact details for the person or team who handles press inquiries. If there\u2019s someone on your team who handles influencer collabs, put their contact info in too. Make it as easy as possible for influencers and the press to get in touch.<\/p>\n\n\n\n Congrats, you\u2019ve gone from asking \u201cwhat is a media kit\u201d to making one of your own. But since there are many ways to create one, you may be stuck on where to start. Let\u2019s go over the fastest, easiest way: making a Google Drive or Dropbox folder.<\/p>\n\n\n\n Write a list of things you want to have in your media kit (this can become the table of contents). Create a Google Drive or Dropbox folder, then make several subfolders. Here\u2019s one example of how you can organize them:<\/p>\n\n\n\n \/list<\/p>\n\n\n\n Write a description of the company to introduce it to readers. Think about the most important things someone who\u2019s never heard of the company before should know. How long have you been in business? What kinds of products do you sell? What kinds of people are your ideal customers? What values and beliefs does the brand stand for?<\/p>\n\n\n\n Make a timeline of the company\u2019s biggest milestones. Mention awards the company has won. Write bios of company leaders. Think of any other key info that you want people to know about your company and write it down.<\/p>\n\n\n\n Do what you can by yourself, and get the rest of the materials from your team. For example, you may need to ask your social media manager for social media stats, and your graphic designer for brand logos and graphics. Coordinate with team members to get what you need, and sort all files into the right folders.<\/p>\n\n\n\n Double-check that all subfolders have correct files. Send the media kit to others on your team so they can give feedback. If all looks good, change the media kit\u2019s privacy settings to public and grab the link. <\/p>\n\n\n\n Add the link to your website\u2019s About page in a place that\u2019s easy to spot. You can also add it to the Contact Us page. Keep the link handy so you can send it out individually to people. <\/p>\n\n\n\n Remember to periodically revisit the media kit so you can add recent info and files and delete older ones. Set a schedule for when you\u2019ll do this, such as once a quarter.<\/p>\n\n\n\n What if you don\u2019t want a folder and you\u2019d rather create a page on your website, or a PDF, or a slideshow? You can do that instead. The basic steps are the same, but you can hire a freelance designer to put it all together.<\/p>\n\n\n\n This well-organized press page from Hello Fresh<\/a> has plenty of good info. Press and influencer contacts are at the top, then there\u2019s a list of news articles divided by year. Plus there\u2019s a collection of press releases. Keep going and you\u2019ll see the CEO\u2019s bio and more contacts.<\/p>\n\n\n\n In the middle of it all are links to press kits of the HelloFresh family of brands. Each press kit is a Google Drive PDF. What\u2019s great about these PDFs is that they clearly explain what each brand is and does in a way newcomers can understand. Each brand has distinct selling points that make it appealing. Near the end of each PDF are links to Google Drive-hosted product images, lifestyle images, and logos.<\/p>\n\n\n\n Calm has a press page<\/a> that immediately displays some of the awards the app has won. They also show off major media outlets that have featured them, and it\u2019s easy to find contact emails for press and influencer collabs.<\/p>\n\n\n\n But there\u2019s more to discover in their full media kit, which is a Dropbox folder. You\u2019ll find images of company leaders, a large number of app screenshots, and even a collection of global press releases and info in several different languages. Thanks to this media kit, people can clearly see that the Calm app is award-winning and has made a worldwide impact.<\/p>\n\n\n\n Charities and organizations need media kits too. They want more donations to make a bigger impact, so they need to make it easy for media outlets to feature them.<\/p>\n\n\n\n World Central Kitchen\u2019s media kit page<\/a> has no-fuss navigation. You can easily find images and videos of volunteers working in multiple countries, all in a Dropbox folder. The boilerplate text gives journalists an effort-free way to introduce WCK to readers. There\u2019s also a logo file and usage guidelines, plus contact info and social links. On a separate page,<\/a> you\u2019ll find blog updates and headlines from media outlets that have featured WCK.<\/p>\n\n\n\n Square has an excellent example of a media kit.<\/a> The media kit is a press page on their website, full of images and headlines of the latest company press releases. There\u2019s a media assets section below with a link to Square\u2019s logo files. Download the logo folder and you\u2019ll receive several logo files with guidelines for logo usage dos and don\u2019ts.<\/p>\n\n\n\n Next, Square\u2019s press page has downloadable image collections featuring different types of products and different ways consumers use them. Finally, there\u2019s a link to Square\u2019s About page, plus contact info. The overall impression you get from this media kit is that Square is a trustworthy and successful company.<\/p>\n\n\n\n Crumbl has a press page on their website<\/a> that starts with a paragraph about how fast the company has grown. And to prove it, they display several articles showing how the sweet treats have gone viral on social media. The page also is full of colorful, fun cookie images.<\/p>\n\n\n\n Near the bottom of the page, there\u2019s a button that downloads a folder directly to your device \u2013 no Dropbox or Google Drive here. The folder contains brand illustrations, product photos, and logos. In the logo folder, you\u2019ll find guidelines about how the logo should and should not be displayed.<\/p>\n\n\n\n Why does a well-known brand like Lego need a media kit?<\/a> Because they want to keep the public up-to-date on all the things they\u2019re up to. They made their press webpage effortless to use, with search and tags at the top so people can find what they\u2019re looking for. It\u2019s also easy to browse all press releases.<\/p>\n\n\n\n Keep scrolling down the page and you\u2019ll get to the media assets, which are a must see. Not only are there downloadable galleries of product images; there are also images of the colorful Lego headquarters, beautifully made PDFs of annual reports and company profiles, and even behind-the-scenes videos of how Legos are made. If there\u2019s any media kit here that makes a stunning impression, it\u2019s this one.<\/p>\n\n\n\n As you\u2019ve seen in these examples, every company has something unique about it that makes it special. That goes for yours too.<\/p>\n\n\n\n What\u2019s unique about your company? What are you proud of about your company? Don\u2019t shout it from the rooftops \u2013 let your media kit do the talking.<\/p>\n\n\n\n You want your brand to be a leader in your industry. Having a media kit gives your brand that extra edge to help the public understand what your business does and why people should pay attention.<\/p>\n\n\n\n So it\u2019s worth it to make a high-quality media kit. It takes some time but you\u2019ll be happy when it\u2019s done. (Just try not to show it off to every random person on the street, okay?)<\/p>\n\n\n\n Are you ready to stake your claim in the creator economy? Discover more helpful tips and resources from the experts at GRIN: Creator Management Learning Center\n<\/a><\/p><\/div>\n\n\n\nMedia kit vs. social media kit vs. press kit: What\u2019s the difference?<\/h2>\n\n\n\n
What to include in your media kit<\/h2>\n\n\n\n
Overview\/brand story<\/h3>\n\n\n\n
Leadership bios<\/h3>\n\n\n\n
Logos and guidelines<\/h3>\n\n\n\n
Statistics, case studies, and testimonials<\/h3>\n\n\n\n
Latest press releases<\/h3>\n\n\n\n
Products and services<\/h3>\n\n\n\n
Images and videos<\/h3>\n\n\n\n
Social media content and stats<\/h3>\n\n\n\n
Contact info<\/h3>\n\n\n\n
How to craft your media kit<\/h2>\n\n\n\n
Step 1: Make a list.<\/h3>\n\n\n\n
Step 2: Write a company overview.<\/h3>\n\n\n\n
Step 3: Get what you need from your team.<\/h3>\n\n\n\n
Step 4: Double-check and distribute. <\/h3>\n\n\n\n
![\"Stylized](\"https:\/\/grin.co\/wp-content\/uploads\/2024\/09\/IM_What_is_a_Media_Kit_2024-Q3-09_Featured2.webp\")
\n\n\n\nMedia kit examples<\/h2>\n\n\n\n
HelloFresh<\/h3>\n\n\n\n
Calm<\/h3>\n\n\n\n
World Central Kitchen<\/h3>\n\n\n\n
Square<\/h3>\n\n\n\n
Crumbl Cookies<\/h3>\n\n\n\n
Lego<\/h3>\n\n\n\n
Key takeaway: Having a media kit helps your brand get noticed.<\/h2>\n\n\n\n
Frequently Asked Questions<\/h2>\n\n\n\n