How to create a kickass media kit


With so much emphasis being placed on the latest social media tools and digital outreach strategies, it’s time to take a step back and revisit a key PR fundamental—the media kit. By definition, a media kit is package of information assembled by a company to provide basic information about itself to reporters.

A promotional PR tool, the media kit can serve several functions, including promoting:

  • 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
  • Saving time by eliminating the need for a company's employees to repeatedly answer the same questions

While most companies today choose to go digital when it comes to sending out media kits, I’m a stickler for things I can touch, see, taste, and/or feel.

Plus, reporters will need something physical to post to Instagram. Because if one doesn’t Instagram the media kit they receive, did one in fact receive said media kit?

Whether you make it digital or mail it in a fancy box tied with a Tiffany bow, you’re your media kit is often the recipient’s first experience of your brand. It is essential that whatever you send or however you distribute your media kit, it expresses the brand identity you wish to convey while also delivering all the essential information.

The key elements of a great press kit are:

  • A traditional news release or feature-style article about the brand and/or product
  • An interesting interview or Q&A with bio information on the company founder/s
  • A few images that tell a visual story about the brand or offering
  • Product images against a white background, available at high and low resolution
  • Recent, noteworthy media coverage that is less than six months old
  • Contact information and social media links


Putting together a physical media kit sends the message similar to the traditional thank you note. It says, “I appreciate you and want to send you something special.”

The tactile impression of a how the package arrives, the use of promo materials and products, what’s included inside, graphics and fonts, etc. can all be used to create a lasting impression.

What sets traditional mailed media kits apart is that in the digital age, everyone is sending email pitches. That’s why experimenting with other conversation starters, like physical products, can get the media’s attention where an email with a digital link may not.

Figure out how to surprise and delight the media with something they wouldn’t normally see or receive in their day-to-day interactions. Or perhaps it is something that they would use daily that is more expensive and/or fashion-forward than they would have access to.

Everyone loves a surprise gift!

Worried your traditional kit will get lost on the digital-savvy reporter? Worry not. You can host your media kit in the newsroom or “for the media” section of your website. Include an email sign up option for members of the media to easily join your media list. Provide a line where they can let you know the types of stories they cover.


If a digital approach is more your speed, the good news is that while all the content may be similar to that of a traditional media kit, an online version not only cuts down costs, but also allows members of the media easy access to the information when they want to receive it.

If you want to get really fancy, you can provide the embed code for logos, headshots, and product photography in various sizes, right there on your website. This helps online media write stories faster, because they don’t have to save or host your images.

Don’t forget, everyone has a very short attention span—especially members of the media, who receive hundreds of pitches a day. If what you’re reading/looking at doesn’t get you excited, it certainly won’t capture the interest of a reporter.

Also, as more and more people are accessing content on their mobile phones or tablets, don’t forget to design your press kit for mobile and tablet viewing.

No matter how you choose to deliver your media kit, remember that you’re not writing for yourself. You are writing for the reporter and their readers. In order to get media coverage, you have to shift your focus from your product to what will help make it newsworthy.

Or, at the very least, send them something that will make them smile.

What eye-catching materials are you using to get the media’s attention? 

Want more helpful tips like the ones above plus more? Check out The Buzz: A Media Darling’s Guide to Press Coverage, get on the wait list for Hearsay’s PR mastermind group (launching soon), or email me directly to schedule a Mini PR or Mini PR Plus session today!