What are some of the best practices for preparing a public affairs media kit?

2 Choose your content

Your media kit should include relevant and compelling content that showcases your organization's value proposition and story. This includes a press release summarizing your latest news or announcements, a fact sheet with key facts and figures, a backgrounder giving an overview of your organization's history and mission, a bio sheet introducing spokespersons or experts, a media contact sheet listing contact details, as well as logos, photos, videos, or other visual assets to enhance your brand identity.

3 Format your content

Your media kit should be easy to read, navigate, and access. To ensure your content is formatted effectively, use clear and concise language that avoids jargon and technical terms. Breaking up the text with headings, subheadings, bullet points, and quotes can help to highlight the main points. Additionally, you should use a consistent and professional style, font, color, and layout that matches your brand guidelines. High-quality and relevant images, videos, or graphics can support your content and message. For documents, use PDF or Word formats while JPEG or PNG formats are best for images. Hyperlinks can direct your audience to your website, social media, or other sources of information.

4 Distribute your content

Your media kit should be accessible and available to your target media and stakeholders. To distribute your content effectively, you can create a dedicated page on your website to host and update your media kit. Additionally, you can send it via email or online platforms to your contacts, partners, or supporters. You can also share it on social media and encourage your followers to spread the word. Furthermore, you can include it in press releases, newsletters, or other communication materials. Lastly, you can print it and hand it out at events, meetings, or conferences.

5 Evaluate your content

Your media kit should be monitored and measured to assess its impact and performance. To evaluate your content effectively, you should track the number of downloads, views, shares, and clicks of your media kit and its components. Additionally, you should monitor the media coverage, mentions, and feedback that your media kit generates. Analyzing the sentiment, tone, and message alignment of the media coverage and feedback is also important. Surveying your media contacts, partners, or supporters to get their opinions and suggestions on your media kit can help you make adjustments. Finally, review your goals, objectives, and strategies and adjust your media kit accordingly.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?