What are the best practices for writing a media kit summary?

1 Know your goals

Before you start writing your media kit summary, it's important to have a clear idea of what you want to achieve with it. Do you want to announce a new launch, feature, or partnership? Do you want to showcase your expertise, achievements, or social impact? Do you want to invite media outlets to an event, a webinar, or a interview? Your goals will determine the tone, angle, and content of your summary, as well as the best way to pitch it to the media.

2 Know your audience

Another important step is to research and understand your target media outlets and their audiences. What are their topics, formats, and styles of coverage? What are their values, interests, and pain points? What are their editorial calendars, deadlines, and preferences? Knowing your audience will help you tailor your media kit summary to their needs, expectations, and language, and increase your chances of getting a positive response.

3 Keep it short and simple

A media kit summary is not a press release, a brochure, or a sales pitch. It's a brief introduction that highlights the most relevant and newsworthy aspects of your brand, product, or service, and explains why they matter to the media and their readers. Ideally, your media kit summary should be no longer than one page. Use clear, concise, and catchy language, and avoid jargon, technical terms, and unnecessary details that might confuse or bore your audience.

4 Include the essentials

A media kit summary should include the following elements: a catchy headline that summarizes your main message, a short paragraph that introduces your brand, a few bullet points that showcase your achievements, and a call to action that invites the media to contact you for more information. It should also include your contact details, website, and social media links. It's beneficial to add a logo, a photo, or a video to make your summary more visually appealing.

5 Proofread and polish

Before you send your media kit summary to the media, make sure you proofread and polish it carefully. Check for spelling, grammar, punctuation, and formatting errors. Make sure your summary is consistent, coherent, and accurate. Avoid exaggerations, hype, or false claims that might damage your credibility or reputation. Ask for feedback from someone else who can offer a fresh perspective and catch any mistakes or gaps.