Building a Media Kit for your Start-Up

If you’re a start-up business owner, you know that an essential part of your business is getting your message out there. You want people to understand what makes your start-up and offering so amazing and why they should care about you.

One easy way to do this is by creating a package with all the collateral a media or news outlet might need to write an informative story about you and your business. Commonly referred to as a Media Kit, it can either be a physical or digital information package that you update quarterly. 

If you’re a founder who doesn’t specifically come from a marketing background, there’s a good chance you have yet to see many media kits. So if you are being asked for one, people think you have a story to share. Read on to learn how to build an impressive start-up media kit!

checklist for information needed in a press kit media kit for start-ups

Getting Started with your Media Kit

Looking at a blank page is commonly the most challenging part of any creative endeavour. If that’s where you are, there is no need to panic. 

Here’s a quick checklist of information you will need to gather to build a great start-up media kit;  

  • Include a list of your company’s services.
    This will help the recipient to understand what you do and why they should be interested in having you featured in their publication or network.
  • Include a list of your company’s products.
    This is especially important if it is related to business or technology, as it helps readers understand how the product works, who it benefits and how often consumers use it. It also allows them to see whether there are any issues with using the product before writing about them so that they can ensure they are printing accurate and helpful information.
  • Include a list of your company’s clients (if applicable).
    If you have clients that may be interested in being featured alongside your story, then include this information, too – this will show journalists that these people are legitimate partners who wouldn’t jeopardize their reputation by working with businesses that were less than reputable themselves.
  • Include a list of management contact info.
    So reporters know how easy it would be for them to reach out for more details about anything mentioned above.

What to Include in Your Start-Up Media Kit

When creating a start-up media kit, you might be tempted to put in any and all information that you, as a founder, think is neat. Unfortunately, if you want people to be able to read and digest your media kit, it’s best to keep it concise and impactful. Paint a complete picture with as few pages as possible, and give lots of information about how to find out more. 

Below are some standard Media Kit sections and the information you should include.

Business Overview

  • Company History:
    How long has your company been in business? What was its founding date? When did you launch the current iteration of your product or service?
  • Mission Statement:
    This should be a short statement that explains what your company is trying to accomplish and why. A good mission statement will clarify what kind of impact your business wants on the world — it might even explain the role that customers play in achieving this goal. (For example, “The mission of our company is to educate children about their environment through hands-on learning projects.”)
  • Vision Statement:
    Your vision statement should be an extension of your mission statement — it’s a more detailed explanation of how you plan for things to go once we’ve reached that goal as a team here. It’ll also tell potential investors more about where we see ourselves going and give them some idea of how much funding they’ll need before reaching those goals- without sounding too arrogant!
  • Quotes:
    From founders or key team members about the product or service
  • Press Releases:
    Information regarding upcoming events, product launches, or funding
  • FAQ’s 
  • And a High-Resolution Logo:
    If people want to showcase your business, give them a clean and professionally designed logo with a transparent background, and even some rules on how your logo should appear (ex., If the logo is black, it should never appear on a black background)

Business Proof

Sure, you have a great business idea, but how are actual customers being helped by and finding the benefits in your business? In this Start-up media kit section, show your reader why they should believe in you.

Consider including; 

  • Case Studies or Customer Success Stories
  • Social Media Statistics:
    Include social media handles that media can tag you in, and include examples of people using your product or service who have posted on social media about it (called User Generated Content) 
  • Testimonials or Interviews
  • Charity & Community Building work
  • Other press coverage received 
  • And images & videos of your product
    Or team for media to download & repurpose

Packaging your Start-up Media Kit

Once you’ve created and finalized your media kit, it’s time to package it. This involves choosing a format that works best for you and presenting it in a way that makes sense to your recipient.

It should be easy to read and navigate, professional-looking, and easy to distribute—so make sure it’s formatted as a digital document (PDF or Word) rather than a printed booklet or brochure.

An excellent digital file size for an ebook is 10-20MB; this will ensure that readers don’t have issues downloading the file and accessing its contents on their devices when they want them most!

media kit press kit for start-ups packaging tips

Some Questions you may want to ask yourself when figuring out how to package this information; 

  • How do you want to deliver your media kit?
    A USB drive? Email? Via your website?
  • What will be included with the delivery of this package?
    A cover letter or note explaining what the package is about? A short bio/professional summary for the recipient (or yourself)? Maybe some coupons for free merchandise or other perks if they follow up with interest in doing business with you (a “call-to-action”).
  • What order should these things appear in?
    The cover letter first, so readers know what to expect; personal bio next, so they have some idea who sent them this information; and then finally, everything else—the marketing materials themselves—at the end so they can refer back as needed later down the line when talking about their needs/interests etcetera…

Making Your Media Kit Stand Out

The press receives many media kits, especially if you make your start-up media kit for a trade show or conference. Think about the whole experience of your kit and if it properly reflects your brand.

Here are some other tips to consider when creating your Start-up Media Kit to develop something that makes an impression and will be more likely to be remembered; 

  • Use a template.
    You can find dozens of templates online or even create one yourself. Templates allow you to focus on what’s important in your piece by giving you formatting guidelines and space constraints so that you don’t have room for anything extraneous (like typos).
  • Use good quality paper and printer ink/toner cartridges.
    When choosing printer paper, look for options with high opacity (the amount of light that passes through) because they’ll show off any colour or graphics better than thin sheets will—and make them more likely to impress potential clients!
  • Format all text
    The standard is Times New Roman font at 12pt size with 1″ margins throughout your document; this way, it’s easier to read without taking up too much space on the page. The downside is that this font makes everything look dull, so if you have a brand template or guidelines, stick to those! 
  • Remember that fonts should only be italicized when referencing other works
    Such as books or movies, because italics aren’t meant for emphasis purposes like bolding/underlining; instead, use those whenever possible.

A good media kit is an essential tool for any entrepreneur. It’s easy to create and can be used to promote your brand and attract investors. Making your own media kit is hard work, but it can pay off if you target the right people and submit to the correct publications. 

Make sure you double-check everything in your media kit and don’t be afraid to seek professional help if you deem it necessary. If it does get picked up by a publication or if people want to talk about your business, be sure not to give away any of your secrets! What should matter to you is that you are armed with the correct information in the proper format to continue to promote your business in a professional and informative way.

Finally, don’t be afraid to try new things with your media kit—you never know what might catch a journalist’s eye until you try.

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