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What Is A Media Kit And What You Should Know About It?

A media kit is a collection of material put together by a firm to convey basic information about itself to journalists.

The media kit is a promotional public relations tool that can be used to promote the launch of a new company, the launch of a new product or service by an existing company, giving a company a way to present itself as it would like to be seen, and/or saving time by eliminating the need for a company's employees to repeatedly answer the same questions.

Why Do You Need Media Kit?

Your brand may wish to reach out to similar firms in your field for a partnership or cooperation, pitch investors for funding for your business, or reach out to the media about a new initiative inside the company at times.

Those you contact will most likely want to learn more about your company before agreeing to work with you, and a media kit is the ideal approach to present your brand to others.

It is not required to prepare a totally new media kit for each pitch. Rather, developing a single media kit to adapt to each pitch saves a lot of effort.

Media files, images, papers, and videos
Media files, images, papers, and videos

What Should Your Media Kit Contain?

This list may alter depending on your business or the reason you are utilizing a media kit. However, there are a few essential components that should always be included to ensure that your media kit is as successful as possible.

  • Contact details: Include the contact details of the person who can be interviewed, a PR contact, or anyone else of relevance.
  • Facts about the company/person: Include a brief bio to assist the journalist and give intriguing information that they may need to study. Try not to exceed three paragraphs for each individual.
  • A media release: Journalists will want to know what's going on and learn more about the event. Quotes from the individual who is available for an interview should be included in your media release.
  • Images: Include images in your media kit that journalists may use in their reports. Most journalists demand high-resolution photographs, but if there isn't enough room, use low-resolution images and inform the journalists that they may contact you for high-resolution if necessary.

Other options that aren't as important but you should consider are:

  • Client or customer testimonials: Your satisfied customers are your finest advertisement. To illustrate your credibility, use your finest testimonials.
  • Yearly report: If your company is in an industry where journalists are interested in annual reports, be sure to include one.
  • Other intriguing facts: Outline anything else the company/person is doing that journalists would be interested in. Remember that journalists are constantly seeking new perspectives, so make their job easier.
  • Samples of your product: If you make items, give samples to journalists along with your media kit so they may try them out for themselves.
  • Recent press coverage: Mention any recent appearances in the news or other media to boost your social proof and reputation.
Colors, font style, imagery of a media kit (Example)
Colors, font style, imagery of a media kit (Example)

How To Distribute Media Kit?

Understanding when and where to deliver your kit is just as important as knowing when and where to send press releases and media pitches. Spend time investigating newspapers and media sources to determine which ones are most likely to cover your firm before sending them to everyone in the media.

You should include a personalized email to each journalist in which you identify yourself, the firm, and explain the purpose of the media kit. This will allow you to connect with the individual you're attempting to contact rather than sending them the identical media package you've sent to 100 other journalists.

If you want to provide a product sample, keep in mind that certain media sites have policies in place on accepting gifts. If you're unsure, contact the outlet before sending the kit, and keep the presents modest. 

Media kits aren't always necessary, but they do have a place in the world of public relations.

Example Of A Media Kit

The media kit for the finance website Kiplinger.com is one example. Its media kit presents a clear value proposition on why Kiplinger's advice is trusted and highly practical "for readers seeking actionable solutions," with links to products such as the Kiplinger Personal Finance Magazine, Kiplinger Retirement Report, and Kiplinger's Custom Content option below this headline. 

Kiplinger also provides native advertising, a retirement planning reference, and email marketing alternatives. There is also a simple way to contact an Ad Sales Representative on the site. This is a basic example of a media kit; nonetheless, the materials still show Kiplinger's vital information in an easily accessible style to promote the company's product and clear communication of its goal and target.

What Is A Media Kit For Influencers?

A digital portfolio that informs your clients all they need to know about you is what an influencer media kit is. It is a chance to display your accomplishments and emphasize your unique selling point (unique selling proposition). Media kits are vital for anybody attempting to develop a personal brand.

What Is The Difference Between A Press Kit And A Media Kit?

A media kit is a general overview of your business, whereas a press kit contains material required for quick coverage of a relevant event.

A file/folder icon with a papers inside
A file/folder icon with a papers inside


Better media kits facilitate the collection of material, provide flexibility in how the narrative may be communicated, and provide direction on how to best define and capture the organization in a way that is consistent with the brand.

When corporations take the effort to create a better media kit, it benefits not only the journalists who cover such organizations, but also the organizations themselves, since the media kit can safeguard the brand and the company's story.

About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

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