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5 Tips to Digitizing Your Media Kit

Whether you’re looking to provide journalists with easily accessible information about your brand or attract potential advertisers, having a digital media kit is a smart idea.

What Exactly Is a Digital Media Kit?

If you remember back in the day when PR folks would print their press kits, you already understand what a digital media kit is. Just take that paper press kit and put it online, and voila! You’ve got it.

But wait. We’re not done yet. Let’s look at some clever strategies that will make your media kit top-notch.

1. Decide What You Want to Focus On

Digitizing Media Kit - Focus

Your media kit should tell the story of your brand. Now, the whole story of your company might be a 200-page tome, so it’s important that you narrow it down to one slice.

If you’re trying to appeal to tech journalists, for example, the story might be your skyrocket to success, or how you got funded within nine months. If you’re aiming to attract advertisers, it might be your super-engaged audience.

It’s better to go deep than broad in telling your story through your media kit.

2. Start With the Impressive Stuff

You can start your media kit page with a few sentences about what your brand does. This is called your boilerplate. After that, get right to what your audience cares about. You can list these details in bullet form or find another way to highlight them. Some examples include:

  • Awards won
  • Number of customers/users/website visitors
  • Alexa ranking or other impressive data
  • Number of social media followers

3. Pick the Other Details

There’s so much you could put into your media kit, but stick to what you decided you wanted to focus on in #1. Having hi-res images of your product, logo, and/or executive team can be helpful to a journalist. Having links to your recent press releases makes having all your news easily accessible.

Don’t forget to include a media contact for journalists!

4. Choose Your Format

Cision Media Kit

Click to enlarge.

Some brands prefer to create their media kit as a page on their website, like Cision. Others, like Fast Company, create theirs as a PDF for easy downloading or even printing.

You’ll have to decide which works better for you. Having a website media kit makes it easier to update with your latest press release or images than a PDF. On the other hand, if you frequently hand out paper copies of your media kit at a trade show, it can simplify things to have a single PDF you can use both online and offline.

5. Keep It Updated

It’s essential that you update your media kit several times a year, especially if you include dynamic data, like number of customers or website visitors. People who visit your media page want to know that the data there is relatively fresh, so assign someone on your team to manage it each quarter or so.

Your media kit is in order, but how are your pitches? Click here for 10 free Do’s and Don’ts of Media Pitching now!

Images: Roger H. Goun, Okko Pyykkö (Creative Commons)

About Susan Guillory

Susan Guillory is the president of Egg Marketing & Communications, a marketing firm specializing in content writing and social media management. She frequently blogs about small business and marketing on sites including Cision, Forbes, AllBusiness, Small Business Trends, The Marketing Eggspert Blog and Tweak Your Biz. Follow her on Twitter @eggmarketing.

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