The Difference Between Blogger and Business Media Kits
Being both a PR pro and a blogger, I often see both sides of the same coin. For work, I seek out bloggers and infuencers to collaborate with the brands I represent. On the other hand, I've also worked with brands on my own behalf through my blog.
One thing I've noticed about playing on both sides of this field is that there's a little confusion about PR for bloggers versus PR for businesses. A huge difference lies within the media kit.
Traditional media kits have existed for a long time. They used to be physical folders filled with important documents about a company used for media pitching. With the rise of all things digital, many businesses store their media kits online, in the form of file folders or even full-blown websites.
In more recent years, as the blogger community has grown, so has popularity of the blogger media kit. These are the one-pagers you might see on a blog site with stats about follower count, page views, and other quick facts.
The type of media kit you need to create (or have created for you) completely depends on your goals and the way you want to collaborate. So, I created a quick run down to help you decide which one you need and what to put in it.
Why A Blogger Needs A Media Kit
- If you want to work with brands as an "influencer"
- If you want brands to advertise on your blog/website or become sponsors
- If you want to become a brand ambassador for a company or organization
- If you want to brand your blog as an "online magazine"
What Goes In A Blogger's Media Kit
As a blogger, you're probably looking to collaborate with brands. You want to showcase your influence by focusing on details about your ability to grow an online audience and bring in readership, similar to that of a magazine's press kit.
Here's what you need:
- An intro, mission statement, or interesting brand story
- Your official blogger bio
- Your headshots and other high resolution images
- A quick overview of your blog (type of content, categories)
- Audience demographic stats
- Unique visitors per month
- Page views per month
- Number of subscribers
- Social media follower count
- Your sponsorship and advertising policies (and any additional services you may offer)
- Recent press mentions and awards
- Previous collaborations and/or partners
- Contact info
Blogger media kits are short and sweet and usually one page. Check out this example from HipMediaKits.com for inspiration.
For Brands and Businesses
Why a Brand/Business Needs A Media Kit
- If you're seeking press coverage or media mentions for your brand/biz
- If you want to pitch yourself to online publications, media, organizations, or events
- If you want to work with bloggers and online influencers to promote your brand/biz
- If you're launching a new product, service, or something else super newsworthy
What Goes In A Brand/Business's Media Kit
As a brand or the owner of a business, you're more than just a blogger. You should craft a complete package loaded with important information to fully sell your business to future customers, partners, and above all (my personal favorite), the media.
Here's what you need:
- A company or brand bio
- Executive bios (for you and any other founders)
- A fact sheet with basic details about your brand/biz
- A list of frequently asked questions (with the answers!)
- Recent press publications or features
- Recent press releases
- High resolution photos, logos, art, video clips, and/or audio clips
- A sample news story or blog post (to make it easier for publications to write about you)
- A schedule of upcoming events, launches, or other happenings
- Recent awards
- Significant statistics (such as demographics or target audience)
- Contact information
Business media kits are packed full of different documents and content so you should probably consider putting it on a flash drive, in a zipped digital folder, or on its own website.
Check out these shots from fashion designer Johnathan Kayne's media kit for inspiration.
Always keep in mind that every blog, business, and organization is unique and will require a tailor made media kit to accomplish its set goals and vision. A fashion brand may add in a lookbook or seasonal collection details. An author may add in a page containing her book synopsis. No matter the case, these checklists should get you well on your way to creating the right type of media kit for your brand.