Congrats! Your latest pitch was picked up on OnePitch and now your new journalist contact is asking you to send over a media kit. You, of course as the savvy publicist you are, are prepared and get this sent in a timely manner but still wonder, “are media kits still completely necessary for journalists?”

There are so many different answers about “the death of the press release”, that it makes you wonder how to be positive that you are delivering information to the journalist in the most effective way.

WTF even is a media kit?

Simply put, your media kit acts as your company’s resume. Media kits contain info about your business or product, often used at launches or events that allows a journalist to EASILY gather the info they need to write about a subject. For Media kits to be effective, they should at the very least include the following information:

  • Info about the company/ person of interest
  • Media release notes
  • Relevant images
  • Contact information


    How do journalists use media kits?

    According to Kerry Flynn, Marketing Reporter for Digiday, “Media Kits are great for fact-checking and for gathering images.” She adds, “I will never forget the day Snapchat added its first ever media kit to its website and I was like OMG HIGH-QUALITY IMAGES FOR MY STORIES!!!!”.

We mentioned that media kits need to have basic information to be effective, but you’re not a bare minimum kind of PR Pro. Your media kit is robust and highly personalized to the outlet you are pitching. According to Flynn, her “perfect media kit” would include:

  • A boilerplate of what the company is
  • When it was founded
  • Who the executives are (proper spelling of names and proper titles)
  • Where is the office located or offices and mark which one is the HQ
  • How many total employees
  • High-res images (horizontal, like what you see at the top of Digiday and other publication's stories -- I absolutely love when I can download them easily from a company's website)
  • Any case studies
  • Press email and the contact's full name

    To send or not to send?

    Now that you have the tools to send out a quality media kit, you should send them out to every journalist with every cold pitch, right? Wrong! Journalists get hundreds of kits of all shapes and sizes and as a result, many of them get thrown out. Be sure to check with your media contact to make sure that sending one will in fact be necessary to the development of their story and that any product samples you send will not violate a journalist’s strict gift policy.

Your media kit should make a journalist’s job easier by providing essential information in a way that is easy to digest. It has been reported that while 70% of people remember verbal information three hours after a presentation, 60% recall visual information three DAYS afterward. Help your favorite journalist help you by being memorable and by providing the tools they need to start a great story.

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