Your competitor releases a brand new services or products. You provide one thing related — however, in fact, significantly better.
Then, all of a sudden, your competitor’s product is in every single place. Information articles, on-line critiques, best-of lists, consumers’ guides, even TV segments.
How is that this taking place? And your actual query: why is not it taking place to you?
To compete towards your rivals, there’s one factor you will want in your wheelhouse: a media package.
Right here, we’ll discover what a media package is, and the way it may also help you enhance model consciousness and, in the end, gross sales.
Plus, the way to make one on your personal model.
What’s a media package?
A media package is often known as a press package. It is a set of promotional supplies to supply info to members of the information media to assist them write articles.
Media kits could reside fully-online as responsive on-line press pages. Or, companies could select to make their press kits obtainable as static, downloadable sources, like a presentation deck.
No matter format you select, this a lot is evident: companies of all sizes profit from having knowledgeable, readily-accessible media package. This very important useful resource is a key to the earned media coverage all companies covet — from huge Fortune 500 companies all the best way all the way down to particular person influencers and solopreneurs.
A complete media package ought to embody an outline of the corporate or particular person, contact info, social media statistics, case research, info on partnerships and collaborations, and testimonials from previous prospects.
Principally, it is all the knowledge a journalist would wish to characteristic your model in a breaking information story — with out the headache of a last-minute info request.
Learn how to Make a Media Package: What to Embrace
So, you need press protection and partnerships (what model does not?). And also you perceive how a media package helps make this all potential. However how do you make a media package?
This is some excellent news: many of the content material and artistic property it’s essential to create your press package probably exist already.
Key parts of a media package embody a bio or About Us web page, social media statistics, case research, partnerships and collaborations, and testimonials. To make it even simpler for the press to cowl your work, you will wish to embody high-quality model identification pictures (suppose each logos, and different model pictures or product/service pictures).
It is as much as you to (1) discover this info, (2) make it look spectacular, and (3) make it painfully straightforward to search out in your website. The rumors you’ve got heard about journalists and the way overworked they’re? Fully true.
To be a magnet for somebody on tight deadlines with an web filled with story prospects, you are going to wish to make this easy. Most manufacturers select a direct web page identify like “Press” or “Media” –– or, in the event that they’re actually fancy, “Newsroom” –– and make it accessible straight from their homepage (usually within the Footer).
Even if you happen to prioritize an online model, having a downloadable media package or deck is definitely worth the time funding. Some media customers may favor the standard type of this useful resource, and it offers you the very best alternative to regulate your pitch and tailor content material to all audiences.
Biography or About Us
Let’s begin with the star of your media package: you. This is the place you introduce your identify, your brand, your mission. Ensure your media package design reinforces your general model identification, using the colours, fonts, and different visible hallmarks set out in your branding information.
Evernote goes all-out on this part, housing their press package info throughout the broader “About Us” portion of their web site. All of the necessities for journalists and companions are there too, however the group’s values take middle stage.
For social stats, you will have to conduct a social media audit or gather this information from whoever manages your social channels. Keep in mind your viewers for the press package: media and PR professionals.
Your media package must successfully pitch your model to individuals who concentrate on getting folks’s consideration. So present them you are able to sparking dialog — and present them there’s already an viewers anticipating tales about you and your work.
Kickstarter places a novel stamp on this part of their media package web page, highlighting a number of prime metrics that present huge engagement with their service.
Media kits geared toward partnerships and collaborations ought to prioritize engagement rates and similar actionable metrics alongside the bread-and-butter statistics like follower counts. Savvy entrepreneurs wish to companion with manufacturers and influencers that transfer folks to motion.
[Note: If you are a HubSpot Social user, you can use Reports to analyze the performance of your social posts and determine how well your social media efforts are performing.]
Partnerships and Case Research
This part is your probability to let previous partnerships and model collaborations communicate for themselves. Let the previous adage “present; do not inform” be your information right here. That includes the precise partnerships –– both through logos or by brief case research –– is a refined however highly effective software for positioning your model.
Worldwide soccer influencers The F2 spotlight previous campaigns, placing respected model names and logos front-and-center. In addition they be aware key engagement statistics for these campaigns
Testimonials are one other nice approach to present media professionals the influence and effectiveness of your model or product.
Preserve this part succinct: only a single testimonial ought to suffice. Just a few strains of textual content (even only a single brief quote) and a single associated picture will get the purpose throughout, lending your pitch better credibility because of social validation.
Briogeo does a implausible job highlighting testimonials on its Press & Buzz web page, proper under the rewards part for simple entry:
Visible Property (Downloadables)
Your media package is not a method information, however it ought to pull in probably the most important parts of your visible model. Need your brand and that slick product screenshot to show accurately?
Present precisely the pictures and recordsdata you need featured. Have a killer information visualization, infographic, or product video? Embrace that, too.
Journalists will particularly recognize portraits of your administration staff. They’re most certainly to cowl tales involving folks, so present them the folks they’re going to wish to write about.
Birchbox makes this straightforward. They spotlight “Press Supplies” and hyperlink to a brief however complete set of sources. Having every thing in well-organized cloud folders is a pleasant contact –– particularly for these shopping on cellular.
With out downloading or unzipping a big batch of pictures, guests can rapidly verify you may have visible property to make their publication look good. Keep in mind, the viewers on your media package is particularly busy and juggling a number of competing priorities. Bounce to the highest of their “potential posts” pile by making their job as straightforward and painless as potential.
(Added bonus: your exterior media sources are simply up to date –– sparing you nervousness about outdated media kits and picture recordsdata misrepresenting your model.)
Maybe unsurprisingly, Instagram additionally actually crushes it on this portion of their press sources. They even present branded, editable templates for broadcast media use, making it straightforward for publishers to stick to their iconic visible model.
Now you recognize the what and the how of making a media package to garner helpful protection on your model. Click here to download our free media kit template and get started.
And go forward, give your self a pat on the again when that Options story comes out. You will not see your identify on the byline, however we each know who the actual hero is right here.