Let’s cut to the chase: If you want to see your business featured on places like CNN, TechCrunch, or Forbes, you need a media kit. No exceptions. It’s not a “nice-to-have”—it’s a must.
The good news? You don’t need to hire a fancy PR agency or drop big bucks on a graphic designer. You can totally do it yourself with smart writing, a few free tools, and some solid media kit templates.
Truthfully, it doesn’t take that long to build a decent one. A couple of focused hours, and you’ll have something that makes journalists’ lives easier and makes your brand look polished and professional.
And that’s the point. Your media kit is less about you and more about giving reporters and bloggers everything they need to quickly and confidently cover your brand.
So if you’re launching something big soon or just want to be ready when opportunity knocks, now’s the time. This guide will walk you through everything—what a media kit actually is, why it matters, what to include, how to make one, and some real examples to steal inspiration from.
What Is a Media Kit?
A media kit (aka a press kit) is a collection of materials that helps journalists, bloggers, and content creators write about your brand with accuracy and ease.
It usually includes things like:
- Your brand bio
- Contact details
- Logos (PNG/SVG files preferred)
- Taglines and slogans
- Fonts and color codes
- Product descriptions
- Executive bios and headshots
- Social media handles
- Press mentions and testimonials
- Case studies or partnerships
- Stats and brand data
- Branding do’s and don’ts
That might sound like a lot—and yeah, it kind of is. But the trick is not to overdo it. More isn’t always better. The best media kits are the ones that are clean, clear, and easy to navigate.
Also, your media kit doesn’t have to live in some fancy, interactive web page (unless you want it to). It could be:
- A downloadable PDF
- A slick Google Slides presentation
- A shared Dropbox or Google Drive folder
Yup, even a well-organized folder works if it gets the job done.
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What’s the Purpose of a Media Kit?
At its core, a media kit exists to make a journalist’s job easier. That’s it.
You want to hand them everything they might need to write a solid story without having to chase you down or dig through the internet. If a reporter has to Google your company and cobble together a story with scraps of outdated info, that’s… not great.
Like Spencer Anopol, a PR pro at DigitalOcean, put it:
“As newsrooms shrink, it’s up to companies—PR people or not—to make things easier. A simple, non-editable Google Drive or Dropbox folder, well-organized and labeled, can work perfectly.”
What should be in that folder?
- Executive bios and photos
- HQ product images and/or demo videos
- Company logos and branding guidelines
- A short timeline or brand history
- Any stats or industry data you can share
It doesn’t need to be fancy—it just needs to be useful.
How to Build a Media Kit (That Actually Works in 2025)
So now you know why you need a media kit. Let’s talk about how to make one.
Whether you go basic or all-out depends on your time, team, and industry. But either way, stick to the essentials first. Here’s what you should absolutely include:
Branding Assets
Reporters will need your logo—period. Make sure you give them multiple formats and sizes (especially a PNG with a transparent background).
Add in your brand’s primary colors and fonts. A mini style guide is helpful too—show what’s okay and what’s not when it comes to your logo use.
Executive Bios and Headshots
People like stories. If you’re a founder or have notable leadership, give a short backstory. Include high-res headshots. Bonus points for adding 1-2 quotes or commonly used soundbites from your execs—journalists love a good quote.
Pro tip: You don’t need pro photography here. A solid background and a decent smartphone pic works fine.
Product Photos, B-Roll & Screenshots
If you sell something physical, include high-quality photos of the product in use. If your product is digital, add interface screenshots or short demo videos.
You’d be surprised how many writers want visual elements to go with their stories—and if you don’t provide them, they might just skip you altogether.
Contact Info
Keep this simple. Add the contact for PR or media inquiries—just one point of contact, not a list of everyone on your team.
If that’s you (solo founder life!), use a monitored inbox. Press opportunities often have tight deadlines, and if you don’t reply quickly, they’ll move on.
Key Stats and Business Data
Journalists love data—it adds credibility. Share numbers you’re comfortable with: user count, revenue milestones, social followers, even growth rates.
No need to go overboard—just offer a few attention-grabbing highlights. (And make sure they’re current.)
Read Also: How to Create an Effective Content Strategy for Your Brand in 2023
Short Company History
Your origin story, mission, and vision—sum it up in one or two digestible paragraphs. Bullet out big milestones. If you have a longer brand story, link to it instead of cramming it in.
Testimonials, Awards, & Partnerships
Got reviews or customer praise? Toss in a few one-liners. Case studies? Include short blurbs and link to the full version.
Show off any awards, partnerships, or major features too—this stuff adds social proof and builds trust fast.
Bonus Tip: Update It Regularly
This isn’t a “set it and forget it” thing. Check in quarterly. Update follower counts, swap in new product photos, refresh stats—keep it current.
Why Media Kits Are a Brand’s Secret Weapon
Here’s the real kicker: a media kit works for you even when you’re not working. Once it’s out there, it’s doing PR 24/7.
Instead of answering the same questions in emails or scrambling when someone wants to feature you, you just send them a link. Easy.
Plus, it protects your brand. Without a kit, journalists might grab your old logo, make up a tagline, or use outdated info from who-knows-where. Yikes.
Having a press kit helps you control the narrative—your narrative.
Also, let’s talk AI for a sec. With all the copycat brands and bot-generated junk floating around, a solid media kit helps establish the real you. It makes your branding official, recognizable, and hard to rip off. Get those logos and taglines trademarked while you’re at it.
Free Media Kit Templates You Can Use
If you’re not into starting from scratch, we don’t blame you. Here are some great tools that offer free templates:
Canva (our personal favorite)
- Adobe Express
- Visme
- Template.net
- Lucidpress
Most of these have drag-and-drop interfaces and pre-made layouts. You just plug in your info, swap in your visuals, and you’re good to go.
4 Real-World Media Kit Examples to Check Out
Need some inspiration? Here are some solid media kits that get it right:
Fast Company – Stats, testimonials, audience breakdowns, and case studies all in one clean format.
GearJunkie – Opens strong with audience reach and impressive brand collaborations. Packed with useful advertising specs and past campaign highlights.
Atlassian – Straightforward with downloadable logos, exec photos, and an overview of their brand. Nothing fancy, just solid and easy to use.
Asana – A great example of “simple works.” Everything’s stored neatly in Cloudinary folders—logos, product shots, fact sheets, you name it.
Read Also: How to Create a Successful Marketing Strategy?
FAQs About Media Kits
Should it be digital or printed?
Go digital first. A downloadable version is key. But if you’re in print, packaging, or physical retail, a hard copy showing how your branding appears in print can help too.
Can I include samples?
Absolutely! If you’re sending a physical media kit, tossing in a product sample is a killer move—especially for influencers or partners.
How do I know if it’s working?
Track page visits, downloads, and media mentions. If your name is spelled correctly and your assets show up in stories, that’s a good sign your media kit is being used (and appreciated).
Final Thoughts
Building a media kit is one of those “small effort, big reward” things. Do it once, do it right, and it’ll save you tons of time while setting your brand up for some real press wins.
But remember: just having a media kit won’t land you coverage. You still need to show up—on Instagram, YouTube, industry blogs, and wherever your audience hangs out. Get visible, stay consistent, and when that journalist or influencer stumbles across you, make sure your media kit is ready to roll.
