| A great media kit does more than provide basic information—it positions your brand, builds trust, and helps journalists craft compelling stories. Here’s how to create one. |
What Is a Media Kit?
A media kit (or press kit) is a curated collection of resources that provides journalists with everything they need to write about your organization, products, or events. Think of it as a one-stop shop for your brand story.
Modern media kits are digital, interactive, and designed to make the journalist’s job as easy as possible. When done well, they enhance your brand’s visibility and increase your chances of securing positive media coverage.
What Should Be in a Media Kit?
While media kits vary depending on the organization, some essential elements should always be included. Here’s a step-by-step guide:
1. Media Contact Information
Clearly list who journalists should contact for inquiries.
- Provide a name, email address, and direct phone number.
- Specify preferred communication methods (e.g., email over phone).
- Use a tool like Presspage Connect to streamline and manage media inquiries efficiently.
2. Recent Press Releases
Include 2-3 of your most recent or important press releases to give journalists context about your latest news.
- Examples: Product launches, award announcements, executive hires, or quarterly earnings.
- Use your online newsroom to keep press releases organized and easily accessible.
3. Company Background
Create a concise company overview:
- What to include: Your mission, history, and key milestones.
- Format: A one-page PDF or a dedicated page in your newsroom.
Example: Cedars-Sinai uses their newsroom to provide quick access to their mission and background, positioning themselves as a leader in healthcare.
4. Leadership Biographies and Headshots
Include professional headshots and bios of key executives:
- Offer high- and low-resolution options in JPG and PNG formats.
- Include bios with highlights of their experience and achievements.
5. Logos and Branding Assets
Provide a range of logo options:
- Full-color and black-and-white versions.
- High- and low-resolution formats.
- A style guide if available, to ensure proper usage.
6. B-Roll Footage and Photos
Make your brand visually appealing with multimedia assets:
- Include b-roll videos of your office, team, or product in action.
- Add high-quality photos of your products, team, and facilities.
- Ensure files are labeled, compressed, and easy to download.
Example: Sana Kliniken uses visuals to show the scale and professionalism of their operations in their digital newsroom.
7. Additional Elements
Depending on your organization, consider adding:
- Annual Reports: Highlighting performance and achievements.
- News Coverage: Links to notable media mentions or product reviews.
- FAQs: Address common questions about your organization or product.
How to Distribute Your Media Kit
1. Host It on Your Newsroom:
Your media kit should be easily accessible via your website’s newsroom or media center. Presspage provides tools to build an organized, user-friendly newsroom.
2. Offer a Downloadable Option:
Compress the media kit into a ZIP file for easy sharing via email or download links.
3. Personalize for Pitches:
When reaching out to journalists, tailor your media kit to the story you’re pitching by highlighting specific elements relevant to their audience.
Benefits of a Well-Designed Media Kit
Creating a media kit isn’t just about convenience—it’s a powerful PR tool that benefits both journalists and your brand:
- Efficiency: Saves time for journalists by providing all the information they need in one place.
- Brand Consistency: Ensures your brand is represented accurately across media outlets.
- Enhanced Coverage: Makes it easier for journalists to write about your organization, increasing the likelihood of positive stories.
- Professionalism: Demonstrates that your organization is organized, responsive, and media-friendly.
Key Takeaways for PR Professionals
- Focus on Accessibility: Make it easy for journalists to find and download your media kit.
- Prioritize Visuals: Include high-quality images and videos to make your stories stand out.
- Leverage Tools: Try a platform like Presspage to create a dynamic, SEO-friendly newsroom.
- Update Regularly: Keep your media kit fresh by reviewing and updating it quarterly.
