What is a media kit?
A media kit (also called a press kit) is a set of documents and assets that provide essential information about your company. It’s often shared with journalists, analysts, and prospective partners, and also published on your website to support PR efforts. A strong media kit signals maturity, professionalism, and clarity of vision. In short: it builds trust.
What to include in a strong media kit
Company boilerplate
This is your elevator pitch. Include a brief description of your company’s background, mission, and key offerings. This should be the first thing anyone reads, so make it count.
Pro tip: Think like a journalist. If someone were writing a one-sentence intro about your company, what would you want it to say?
Common pitfall: Going too technical. Keep it human, clear, and easy to quote.
Team bios
Help journalists (and others) put names and faces to your story. Include full names, titles, and short bios that speak to relevant experience and achievements of your team.
Pro tip: Highlight diversity of expertise. Media loves complementary founding teams with interesting stories.
Common pitfall: Information overload. Stick to what's meaningful and relevant.
Team and product photos
Pair team bios with high-resolution headshots, and don’t forget the product itself – include polished, high-quality product images. Just as importantly, highlight the people behind the product. If possible, add an all-hands team photo to humanize your brand and to offer a more compelling visual for press coverage.
Pro tip: Let your company’s tone of voice come through in the pictures. Only the sky (and your PR people) are the limit when it comes to your company’s visuals.
Common pitfall: Outdated, blurry, and overly stiff images. Avoid mugshot vibes: think what would pull you in as a reader.
Key facts and milestones
Give a snapshot of your organization’s journey and key achievements. This could include your founding date, major milestones, growth figures, notable partnerships, or other proof points that demonstrate impact and momentum. If relevant, link to supporting materials such as an investor-friendly pitch deck, an annual report, or a corporate fact sheet.
Pro tip: Use bullet points or a timeline format for a quick visualiser.
Common pitfall: Listing too many trivial milestones. Focus on what adds credibility or momentum.
Logos and brand assets
Make your brand easy to work with. Provide downloadable high-resolution logos in multiple formats with promotional graphics. Make sure they have a transparent background. A brand color palette, font, and usage guidelines might be useful to some.
Pro tip: Bundle your assets into a downloadable folder with clear file names and organised subfolders.
Common pitfall: Only including one logo version or low-resolution assets. Make sure everything is print-ready and professional.
How to share and store a media kit
Once your media kit is assembled, don’t bury it. Make sure it’s easy to find, shared proactively and kept current. Add the media kit to your website with a clear CTA like “Download our media kit” so anyone interested can find it without trouble. Include it in press releases, investor updates, and outreach emails and don’t forget to keep it up to date. Nothing ages faster than a media kit with outdated numbers, team info, or broken links. A stale media kit is worse than none at all. Set a quarterly reminder to review and update it.
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