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What Is a Media Kit? Breaking Down This Essential Brand-Building Tool
April 13th, 2023
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In today's world, nearly everyone needs a solid brand, from commerce-driven businesses to experts and thought leaders. One of the best ways to share that branding and communicate it to the world? (Or, at least, the journalists who will share it with the world.) A media kit. But what is a media kit? And what should you include when assembling one for yourself or your business? Here, everything you need to know about why you need a media kit, as well as how you can make it the most effective and impactful that it can be.

What is a media kit?

A media kit, also known as a press kit or digital media kit, is a bundle of essential information about your brand or business. The primary purpose of a media kit is to provide journalists, influencers, potential partners, and other stakeholders with a clear, concise, and professional representation of your brand. It’s your brand in a short, easy-to-digest format. Media kits give stakeholders a crash course into who you are and what you’re about, allowing them to quickly and easily understand the basics and prepare them to share your story with others.

Media kits are often distributed to relevant media contacts and housed on your website, but you can also include links in your social media profiles and email signature.

What should be in a media kit?

The best and most effective media kits include a few key components:

About section

First thing’s first: to compile a bundle of information that’ll best explain who your brand is and what you’re all about, you’ll need an about section. This section should break down your mission and purpose, values, what sets you apart or makes you unique, your goals, history, and more. Do you feel especially called to partner with a charitable organization? Make sure to add that here. Working with a partner to further research? The about section of your media kit is the perfect place to call attention to that initiative.

Contact information

Make sure to include a number of clear ways that media and others can reach you. Your website, a support email address, an office phone number, the city in which you’re headquartered, social media handles, and more. No one should have to go searching for this information.

High-res images

To catch journalists’ attention, make sure to include photos in your media kit. Often, it works best if you include a mix of images including lifestyle shots, product images, those of core team members, and a logo. If journalists are going to cover your brand, they’ll likely need to include some sort of image. Make it as easy as possible on them and provide these images in an easy-to-access location.


Press releases & past media coverage

You know how pressworthy your brand is. Show the media that their colleagues are interested in you and your story by including past press coverage in your media kit. Beyond that, adding past press releases can give the media background they might find relevant, while also showcasing the kind of news you may generate in the future.

Information about what you offer

Whether you sell products or offer services, including a full, detailed breakdown of your top-sellers, most unique, or trending offerings. Explain their appeal, price point, benefits, and more to help journalists determine where your offerings may fit within their coverage or beat.

Testimonials or case studies

Testimonials and case studies can build your credibility. Though media members likely won’t rely on them too much, it’s still a good idea to include positive feedback when it comes to your brand, products, or services. Some media members like to see how many reviews you have on Amazon and other shopping sites, including that information in your media kit (with a link to where they can find them) may also help streamline the process for busy journalists.


Has your brand or product won any awards or been recognized as a leader in your industry? Those kinds of accolades are great things to call out in your media kit. They can differentiate you from competitors in the space and show the media that you’re a standout in the industry.


Bios & headshots of key team members

Including short bios and headshots of each member of your key team (the executives, any experts who work with your brand, anyone else who may be media-facing). This way, journalists will be able to get a feel for who is behind your brand, who they may wish to speak to, and what each team member may be able to discuss.


Include a list of common questions and answers about your brand, products, or services in an FAQ section. Do your best to save journalists time and keep things as easy for them as possible. Being able to quickly access this kind of information means fewer emails back and forth.

How does Press Hook help brands more effectively create media kits?

Press Hook’s brand profiles function as your digital media kit. They’re an exceptional tool when interacting with the media. We break down each section of the press kit into easily digestible pieces, ensuring nothing is overlooked or left out. Plus, with Press Hook’s new AI-generated brand profiles, all you need to do is input your brand’s website, then wait as Press Hook AI builds out your press kit. You’ll need to look it over, make any necessary adjustments to the content, and then, in no time at all, it’ll be live on the platform and discoverable to the media.

A well-crafted media kit is a game-changing tool for getting the word out about your brand and showcasing your messaging cohesively and professionally. Including all of the key sections will help you make the best kit you can, setting you well on your way to increased interest and boosted credibility in the industry.

Have questions about press kits or how Press Hook’s AI-generated brand profiles work? Schedule a callwith a member of our team today to learn more.