What Is a Media Kit? How to Make a Media Kit

A media kit is a multifaceted public relations tool that helps you spread the word about your company and its initiatives. A typical media kit will include a mixture of text, photographs, and—in some cases—audio or video content. Most contemporary media kits are digital files that can be sent via email, hosted on websites, or shared via cloud servers.

Sometimes the term “media kit” gets used interchangeably with “electronic press kit.” Technically, the two are not quite the same. Press kits are intended for media outlets; you send them out, along with press releases, to inspire press coverage. Media kits are a bit different. They typically go out to potential business partners and collaborators; however, they may end up containing all the same content you would put in a traditional press kit.

The purpose of a media kit varies depending upon your industry. Consider some common examples.

• Retail media kits: A manufacturer might use an online media kit to market themselves to a retailer. The media kit serves as a digital marketing tool to show the retailer the upsides of a partnership.
• Film industry media kits: A film production team might use a media kit (sometimes called a “lookbook”) to communicate their artistic vision to potential producing partners.
• Music media kits: A band or solo musician might use media kits to demonstrate their services to bars and concert venues or in the quest to find a band manager. A recording studio or venue might have its own media kit for outreach to musicians they hope to book.
• Influencer media kits: A social media influencer could use a media kit to connect with brands and demonstrate their ability to drive customer traffic.
• Traditional press kits: Some brands use media kits as press kits. These exist to drum up media coverage from newsrooms, features writers, bloggers, vloggers, podcasters, radio personalities, and TV personalities. When media kits go out to the press, they often feature contact information for a special public relations professional called a media contact. This person can provide follow-up information about the brand or product.

The exact contents of your media kit will vary depending upon your goals. Use this media kit template to get started, and add additional information as needed. In most cases, you will present your media kit in a high-resolution PDF format along with hyperlinks to audio or video content.

1. 1. Name and company logo: Start with a cover page that includes your brand name and your company logo if you have one. If your media kit relates to a specific project, name that project as well.
2. 2. Mission statement or project statement: Let your audience know the purpose of the media kit from the very beginning. Use a combination of text and images to explain your objective.
3. 3. Brand story: Briefly explain your company’s history, mission statement, and values.
4. 4. Fact sheet: Provide background about the company and its present initiative. Depending on the nature of your work and your project, a fact sheet might include case studies from past partnerships, metrics involving past initiatives or product launches, pricing (if applicable), and other data-heavy information for a potential partner. You can also describe the target audience demographics for the new product or initiative you propose to launch.
5. 5. Team members: Highlight your key team members with headshots and a brief bio of each one.
6. 6. Testimonials: If you have testimonials from past partnerships, include them to offer social proof of your legitimacy.
7. 7. Contact information: Include a link to your company website, an email contact, and links to your pages on social media platforms. If appropriate, include your physical address and a phone number.
8. 8. Graphic design: The aesthetic quality of your media kit can communicate tacit messages to your target audience. Enlist the skills of a graphic designer when possible and use high-resolution images as opposed to lower-res screenshots. Use easy-to-read fonts that align with your brand image.

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