How to Create a Digital Media Kit

by Suzanne Kearns on November 29, 2011

The media kits that once neatly packed photos and press releases about your company into an attractive folder to be mailed or given to reporters, investors, and other interested parties have become a thing of the past. Savvy small-business owners today offer these materials in electronic format.

Digital media kits offer several benefits, such as making it easier for people to gather information about your company, says Shel Holtz, principal of Holtz Communication + Technology. “A digital media kit — including a social media newsroom and social media news release — makes it easy for those reporting online to cherry-pick from among the digital assets you’re sharing and then add those assets to their own reports.” In addition, businesses save on printing, packaging, and postage costs.

When putting together your digital media kit, Holtz advises, “Look at the work others have done and assemble a site that incorporates best practices and the more innovative approaches you’ve seen.” You should dedicate an area on your company’s website for your media kit.  For great examples, take a look at Martha Stewart’s or Healthcare Solutions’.

Every digital media kit should contain these five basic elements:

  1. Company overview. This section should succinctly explain to the reader exactly what you do, how you got where you are, and how you plan to achieve your future goals.
  2. Executive bios. People want to do business with other people — not a faceless company. Holtz says that, in addition to making biographical information about your executives available, you should provide multimedia assets (photos, videos, audio clips, etc.) that make it easy for people to incorporate elements of the bios in blog posts. You can also link to external resources, such as LinkedIn profiles, Flickr photos, and YouTube videos.
  3. FAQ sheet. Make it easy for people to see what sets your company apart from the competition. Do this by creating a FAQ sheet. Put the information in a question-and-answer format, so that people in hurry can get a quick overview.
  4. Media coverage. It’s important to demonstrate that your company is relevant and trendsetting. The best way to convey that is to show them your buzz. If you secure reprint rights, you can include digital copies of your media coverage — if not, provide links to the relevant webpages. Don’t forget to add new stories as they’re published!
  5. Contact information. Remember to provide a way for people to contact you. Holtz says that you should include links to your social media efforts, such as your Twitter stream, your Facebook page, and your YouTube channel.

Suzanne has been a full-time freelance writer for 20 years. She’s written for numerous business and financial publications such as Entrepreneur, Reason Magazine, Home Business Magazine, and Money Crashers.