What a media kit is
A media kit is a short, designed document that presents your brand to people who might feature you, partner with you or pay to reach your audience. It answers their questions before they ask: who are you, who do you reach, what can we do together, and how do we start?
Publications and platforms use media kits to sell advertising. Companies use them for partnerships, sponsorships and press. Creators and newsletters use them to win brand deals. The contents shift with the purpose, but the logic is the same: make it easy for the reader to say yes.
What to include in a media kit
- Introduction. One page: who you are, what you stand for, and the one sentence that makes you different.
- Audience. Who reads, watches or buys from you: demographics, geography, interests, and why they trust you.
- Reach and performance. Current numbers with the date: subscribers, monthly visitors, followers, open rates, engagement. Dated numbers are believed; undated ones are not.
- What you offer. Advertising placements, sponsored content, partnership formats, speaking, or the story angles you can offer a journalist.
- Proof. Past partners, results from campaigns, notable coverage, short testimonials.
- Rates, or how to request them. Published rates save a round of emails. If rates vary, say what they depend on.
- Brand assets. Logo versions, colours and approved photography, or a link to download them.
- Contact. A named person, an email address and a response time.
Media kit vs press kit
The two are often confused, and many teams need both.
- A media kit sells. The reader is an advertiser or a partner. It leads with audience, reach and offers.
- A press kit informs. The reader is a journalist. It leads with the facts: a fact sheet, the company story, leadership bios, recent press releases, and a pack of logos and photos they can publish.
An electronic press kit is simply a press kit delivered digitally, as a PDF or a press page on your website, instead of a printed folder.
How to create a media kit, step by step
- Decide who it is for. Advertisers, partners and journalists want different things. Pick the main reader and write for them.
- Pull your numbers. Export current analytics and date them. Choose the three that matter most to that reader.
- Write the introduction last. Once the rest is written, the one sentence that sums it up is easier to find.
- Gather proof. Two or three partner results or quotes beat a wall of logos.
- Set the offer. List the formats you sell or the partnerships you want, with prices or a price range.
- Design it so the first two pages carry the whole story. Everything else supports them.
- Export a PDF under 10 MB so it survives email, and keep an editable source for quarterly updates.
Design that gets read
- Numbers big, text small. The reach and audience figures are the headline; make them the largest thing on the page.
- One idea per page. Introduction, audience, reach, offers, proof, contact.
- Your brand, applied with restraint. Colours and type from your identity, lots of space, real photography over stock.
- Readable on a phone. Many kits are opened from an email on a phone first. Test it there.
Formats and keeping it current
A PDF is the default. A press page on your website works well alongside it for journalists, with the downloadable asset pack. Whatever the format, update the numbers every quarter: an out-of-date media kit costs more credibility than no media kit.
If you would rather not build it yourself, we design media kits and press kits from your numbers and brand.