What is a media kit and do you need one?

What is a media kit and do you need one

A media kit is a folder containing information about your business, product or event. They are mainly used at events and for launches as a package of information for journalists to help them write their story.

The point of a media kit is to catch the eye of a journalist and make them want to write an article or do an interview. It should be a one-stop shop for all of the information journalists need.

As the world becomes more and more digital, media kits are being used less but they do have a place, if used correctly, but are more likely these days to be found on a USB stick rather than in a cardboard folder.

What should your media kit contain?
Depending on your business or the reason why you are using a media kit, this list may change. But there are a few basic items which should always be included to make sure your media kit is effective as possible.

  • Contact details: for the person who can be interviewed, a PR contact or anyone else of relevance
  • Information about the company/person: a succinct bio is enough, it’s to help the journalist and share interesting information they would need to research. Try not to make it more than three paragraphs for each person.
  • A press release: Journalists will want to know what is going on and have some details about the event. Your press release should include quotes from the person who is available for interview.
  • Images: if your media kit is digital you can put some images on it that journalists can use for their stories. Most journalists requite high-res, but if there isn’t enough space put them on as low-res and let the journalists know they can contact you for high-res if needed.

Some other options which aren’t as vital but you may want to think about are:

  • Testimonials from clients or customers
  • Annual report
  • Outline of anything else the business/person is up to journalists may find interesting.
  • Samples of your product
  • Recent news coverage

Where to send your media kit
Just as with sending out press releases and media pitches, knowing when and where to send your kit is crucial. Before sending it out to everyone in the media, spend time researching publications and media outlets to know which ones are most likely to cover your company.

You may want to include a personalised letter to each journalist to introduce yourself, the company and explain what the media kit is for. This will help you to make a connection with the person you’re trying to reach, rather than sending them the exact same media kit you may be sending 100 other journalists.

If you do chose to include a product sample be aware some media outlets have rules surrounding accepting gifts. If you’re not sure, contact the outlet before you send the kit and don’t make the gifts too extravagant.


Media kits shouldn’t be used all of the time, but sometimes they do have their place in the world of public relations.

Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more PR tips see www.PublicRelationsSydney.com.au.

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