What exactly is a Media Kit + How to make one


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by Tracy Harris in Blog, Guest Post
May 6, 2016 0 comments
media kit

Written by Alessandra Pollina


Have a small business but not sure how to ‘get yourself out there’ beyond your circle of friends and family, or your social media sphere? It might be time to spread your wings and approach the local media. After all, publications are spotlighting and including information on businesses doing great things just like yours all the time. Why couldn’t yours be one of them? The one thing you need in order to get started with PR outreach and get to promoting yourself is a media kit.

The good news is, it’s actually pretty simple to put a media kit together and something you can do tonight, as soon as the kids get to bed!

I am going to explain what goes in it and I have also created one specifically for you to look at so you can see just how easy it can be!

Firstly, let's get into some of the fundamentals...​


Media Plan

A media kit is just a compilation of information about a business all packaged together in one easy document. It is used in a pitch to media in order to provide them with everything they might need for including the business in their publication. It’s essentially all the background information on your business that shows and tells exactly what your business is all about. The idea is to provide media with all the details they would need so that along with a targeted pitch about a specific story topic, they would be able to put together a whole article about the business without having to contact you for any further information. Think of your media kit as you doing all the research for them. It helps them fill in all the details of whatever story they choose to write about your business. The easier you make it for a writer, the more likely it is that they will write about you.


A media kit will include slightly different information depending on the business it represents. The main components usually include a fact sheet, which simply lists basic facts about the company; a backgrounder, which explains the history and mission of the business; short biographies of the owner or key players; and information on the main offerings the business provides, for example, a price list of the main products for a store, menus for a restaurant, or description of services for a services-based business. Depending on the business, sometimes an FAQ sheet is included as well, if there are a couple of main questions or bits of additional information about how the business works that often come up and require more detail than you can include in the other documents. The other important component is the visuals. A high-quality logo should always be included, as well as a headshot of the owner or key players (whoever you include bios of), key products, and potentially the interior and exterior of the location if the business is a brick and mortar storefront.


Media Kit

Once you have all the information together, create a cover page with the name of your business, logo, and all your contact information (including social media handles and web address) so that at first glance the reader will be able to see exactly what this whole thing is all about and will quickly be able to get in touch later if they need to. Then, make sure the whole thing is entirely cohesive by checking that the formatting, fonts and text sizes of all the different documents and pages are the same, put page numbers on the bottom of each page, and you can put a small logo on the top of each page or whatever other visual details match your branding. Lastly, save it all as one PDF document, or alternatively, save each piece as a separate document within one main folder uploaded to DropBox so that it will be easily shareable online via a personal link.

A media Kit in action

  • Front Page
  • Fact Sheet
  • Background
  • Biography
  • Product List
  • Final Page

How you can use your media Kit

Media Kit

Even if you don’t feel the need to start proactively contacting media, it is a good idea to have a media kit on hand just in case you need the informationsometime. Media kits can also be useful if you’re thinking of approaching another business about cross-promoting with you and want to quickly and easily let them know what your business is all about, or if you are looking to bring investors on board and need to educate them about your business (and show how professional and put together it is)! Another way to use a media kit if yours is a product basedbusiness, is to just send out samples to writers accompanied by the media kit (with no specific story pitch in mind) just for them to become familiar with your product.

The fact of the matter is that a media kit should basically be information you already have, it’s just a matter of compiling it all together, and making it cohesive and look nice together. And if you didn’t already have a written mission statement or company background or any other piece of this information already, then it’s something you really should have anyway so making a media kit is a great opportunity to get everything in order.

There is another type of media kit used by bloggers, which is quite different from what is described above because of the differing uses and needs that bloggers have for them. An explanation and outline of a blog media kit will be included in a future post.

Media Kit Checklist

  •  Cover sheet with contact info
  •  Fact sheet
  •  Backgrounder
  •  FAQ sheet (if applicable)
  •  Biography
  •  Product/service list
  •  Logo
  •  Headshot
  •  Images

Download the Media Kit Sample

Instantly grab the Media Kit sample you saw above so you have a guide to help you create your own Media Kit.

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