First off, I want to emphasize media kits – whether print or digital format – are no longer just for press!
While it’s an underwritten rule media kits make finding information easier for journalists, they also act as an information gift box for many other influencers too – like your customers, industry bloggers, product reviewers and even potential employees!
How to Design your Small Business Media Kit
If you opt for a digital media kit (and you should) make sure it’s available to download in a simple format – PDF works best – plus it doesn’t occupy as much bandwidth on your website. Use easy-to-read serif fonts and neutral colors; and make sure you verify photo assets and usage permissions before inclusion. Now, for basic media kit components:
Cover page: Make your cover page vibrant and easy to read! Clearly display your company name, logo and include dynamic imagery.
Contact Information: Make sure your business name, address, phone number and Web-site information are up to date. Include your corporate boilerplate or a brief company overview, and add your small business’s social media pages.
Company logos: Include company logos in .jpg & .png formats. This ensures readers are downloading and using the correct company logo. Tip: draft usage disclosures as well – this protects your business from copyright or intellectual property infringement.
Company fact sheet: This is where you highlight the company’s nuts and bolts, with most important information first. Feature important facts, your business mission and offer competitor comparisons. I’m a big advocate of visuals, so try to incorporate branded photos or mini statistic infographics if possible. Also, source facts – this improves credibility.
Personnel biographies: Incorporate a short biography of media-trained company executives and spokespersons. Provide length of service information, employee duties and brief education details. This information is handy when the media or public is looking to profile your executives and saves them tons of time.
Product sheets or service brochures: Include information briefs and photos of your best-selling products or most popular services. As an added bonus, try to include customer testimonials or product reviews – they help foster sales.
Press releases: Include your last three media releases (if they were released in the last six months.) Anything older than that will likely not be as relevant to your audience. Tip: turn your press releases into infographics and repurpose on Instagram or Facebook.
There are many other corporate goodies that can be included in media kits – it just really depends on your small business. And make sure you update your kit regularly – at least every quarter – to keep information fresh and relevant!
Need more helping getting started? <a class=”button” href=”www.lm3communications.com/“>Contact LM3</a></p>