In today’s day and age, the ability to tell the story of your business in a clear, concise manner is critical. People need to know not just what you do, but why they should care. To help with this, a media kit can be an invaluable resource. When done well, a media kit defines what your business is all about and how it impacts others, all in a few eye-catching, easy-to-read pages.
Here’s what to do — and what not to do — to build a strong media kit for your business.
What to do:
1 | Build with a digital-first mindset
For years, media kits have been cut-and-dry PDFs that make their way into printed copies, which then often get forgotten in file cabinets. Today, media kits can be quick attachments to emails that potential clients or collaborators can use to get a better sense of your business. By using a tool like Canva or Google Sheets to create your media kit, you can not only send it out to others easily, but you can also design it to make it look more attractive and — most importantly — keep it as current as possible. After all, no one wants to see 2024 stats on a 2026 media kit.
2 | Include a (short) bio and overview
Where brands often get carried away is in the bio section. Your business bio should be clear, including the brand name, logo and mission statement. What it should not be is more than one page or typed in 8-point font. Any key values or milestones are good to mention, but never forget that the goal is to answer the reader’s question of “Why should I care?”
3 | Feature a page for each of your key offerings
Here’s where you can get into the details of what you can do for clients or partners. Include an overview of the services you offer and, when possible, provide specific or white-labeled examples of past work. Clients want proof of what you’ve done in the past so they know you can deliver in the future.
What not to do:
1 | Keep your PDF in black and white
No one wants to see a basic PDF anymore. Use free or cheap design tools like Canva or Google Sheets to add strong imagery, create engaging (but not cheesy or overdone) slide transitions, and even showcase video assets.
2 | Include multiple pages showcasing the people on your team
While it’s fine to include key team members or leadership figures on your “About Us/Mission” page, you don’t want to go overboard with this. Remember, people flipping through your media kit are less concerned with all the people on your team and more concerned about the results you can offer them.
3 | Reuse the same media kit year after year
One of the biggest pain points for businesses when it comes to media kits is using the same one year in and year out. Times change, offerings adapt, and your media kit needs to reflect all of that. At a minimum, schedule time in your calendar each October to assess and refresh your media kit so you’re ready to roll before the new year arrives.
Do you need help creating a media kit that shines? Would you like to strategize to make sure your media kit shows your business in the best light? Reach out to our experts at newbusiness@todaymediacustom.com.
