What is a Media Kit? And how do you create one?

What is a Media or Press Kit?

Most companies today provide website visitors with a downloadable media or press kit.

Designed to summarize a business, product, or event, media kits are primarily utilized by journalists and are typically known as a “one stop shop” for media contacts when they need quick access to information.

The digital media kits we know today are much more engaging and helpful than the boxed kits public relations professionals had to ship to media contacts in the past.

Because of advancements in technology, companies can build a better media kit that not only provides easy-to-digest information on brands, products, services, and leadership, but also engages media contacts—increasing the likelihood of obtaining positive media coverage.

What should be in a media kit?

The contents of a media kit vary and company to company; however, there are several basic pieces that should always be included to build a better media kit.

1. Media or PR contact information

In the event a member of the press should reach out to an organization, who should they contact? What’s the best way for them to reach this individual?

Keep in mind how the contact prefers to be communicated to and provide more than one communication option to journalists.

For example, if an organization’s media contact prefers email, list their email address and provide their direct office phone number to reduce the risk of the journalist reaching someone else within the organization who is not an approved company spokesperson.

2. Important and recent press releases

New product launches, earnings reports, awards, and executive hire announcements are excellent company news items that should be included in the media kit.

Consider only selecting two or three that would qualify as either major or recent company news (within the past quarter). These announcements will help journalists gain a better understanding of what’s going on with the company.

3. Company background

Most organizations have an “about us” section of the website that provides a brief company overview and history to interested parties. Consider slimming this down into a one-page document that can be easily referenced by members of the press who are looking to either gain a better understanding of the company or to share background of the company in their own words.

4. Leadership biographies and headshots

The majority of journalists ask for a headshot of the executive they interview or choose to feature in a story. By providing C-suite executive headshots in high- and low-resolution JPG and PNG file formats, journalists can access what they need without having to go back to the media contact with another request.

5. Logos

Don't forget to include several different logo options, including full-color and black and white in both high- and low-resolution JPG and PNG formats. The best way to make sure the organization’s represented appropriately is to provide the correct files upfront.

6. B-roll footage and still photographs

If the company already has b-roll footage of a new product, employees, or of the office/campus, having those files also available for download can help expedite the process of putting together a news story on the company.

Ensure videos are labeled accurately and are compressed to minimize download time and file space. In addition to videos, add product photos and even office photography (i.e., office building, reception area, employees working, etc.).

These images can be used along with the b-roll footage and logos to help craft a brand consistent news story for television or online media.

7. Other elements

In addition to these recommended staples, consider also adding the organization’s annual report as well as recent (and notable) news coverage such as a product review by a popular media outlet or an interview with a highly-credible news source.

How to Distribute your Media Kit

Press kits should be accessible via the newsroom of the company website. Slimmed-down versions can be saved as compressed files and emailed to media contacts upon request or in an effort to pitch a story.

Building a better Media Kit

Better media kits offer efficiency in the gathering of information, flexibility in how the story can be shared, and guidance on how best to describe and capture the organization in a way that is consistent with the brand.

When companies take the time to build a better media kit, it’s not only helpful to the journalists covering those organizations but also to the organizations themselves as the media kit can protect the brand and the company’s story.