What Goes Into A Media Kit?

If you’re going to leverage press release marketing and your media connections to grow your business, then be sure to have a media kit at the ready. A media kit, or press kit, is a collection of information about your company. It tells the media who you are and what you’re about. It is also useful if you blog and make money from advertisers.  It tells potential advertisers the benefit of placing ads on your site.


There tends to be a bit of confusion about what goes into a media kit. It’s a bit of an open-ended document or collection of documents. We’ve gathered some of the top pieces of content or information to help you create a media kit that supports your continued success.

Company Information – This document or collection of documents can describe your company’s history and the core infrastructure, including a company profile. You might also include profiles of the top executives or bio sheets on chief officers, management, and ownership. Don’t forget to include photos (that the media can use) in your bio sheets.

Fact Sheets – A one-page, bulleted list of the most important information about your organization including statistics, achievements, and a timeline of important historical dates.

Product/Service Information – What do you sell? This should be a document that outlines, briefly, what you sell and the benefits of each product or service. You can also talk about who your primary customers are in this document. Who buys your products or services? Include media ready photos of your products or services.

Press Releases – Include your press releases in your media kit. You may not want to include all of your releases. If not, highlight the major news releases and the ones that led to press coverage.

Press Coverage – Include any and all media coverage that your company has received. This includes awards and recognitions as well. Include the full article or post if possible, rather than a link to it. However, also include a link so the information can be verified.

Media – If you have video or audio clips that you want to share, include them in your media kit. They can support your news, major product announcements, or other clips that tell the media or potential advertisers who you are and what you’re about.

White Papers or Publications – If you have published white papers, case studies, or books, then include that material as well.

Other items you might want to consider adding include:

  • FAQs
  • Community service/involvement
  • Vision/Mission
  • Feature articles
  • Logo art

Putting together a solid media kit can take a little time. However, once you have a presentable package, keeping it updated is relatively simple. A media kit can be published on your website or it can be something you email to interested parties or both. You decide. If you don’t have a media kit, start putting one together today.

Call us today to speak to one of our PR specialists: 1-800-713-7278

Anthony Santiago is Director of Marketing at Newswire. With over a decade of experience in PR, he helps ensure that clients understand the value of brand messaging and reach.

Catch up on the rest of your content marketing news and strategy