What Is a Media Equipment: Find out how to Make One in 2023 (With Examples)


Media kits are a non-negotiable factor of any model. Wish to see what you are promoting featured on CNN, TechCrunch, or Forbes? Who doesn’t? To make it occur, you’ll want a top-notch media package.

Don’t fear—you don’t want to rent a public relations (PR) specialist or a graphic designer. You may make a media package all by yourself utilizing intelligent copywriting, free instruments, and plug-and-play media package templates.

Make making a media package a high precedence for what you are promoting. It’ll solely take a number of hours, but it surely’ll pay dividends in the case of producing press. Don’t wait till you’re about to launch your huge PR marketing campaign to get your media package whipped up and able to go. Make investments the time now, so that you’re prepared for any surprising (though very welcome) press alternatives.

Thankfully, we’ve made constructing a media package fast and easy. Under, we’ll stroll you thru all the pieces it’s essential know to make a media package that delivers all the pieces reporters and bloggers need (and extra). Plus, we now have excellent media package examples that’ll get your artistic juices flowing.

Desk of Contents

What Is a Media Equipment?

A media package (often known as a press package) is a set of promotional supplies that helps reporters and bloggers write articles about your model. It contains parts like:

  • Bio
  • Contact Data
  • Logos
  • Taglines
  • Fonts
  • Colours
  • Mission Assertion
  • Product Data
  • Social Handles
  • Distributable Graphics
  • Branding Do’s and Don’ts
  • Case Research
  • Partnerships
  • Testimonials
  • Public Enterprise Statistics

Feels like so much, proper? Extra isn’t all the time higher, although, which is why we’ll information you thru the important parts later within the “Find out how to Make a Media Equipment in 2023” part.

Media kits could be responsive pages in your web site, downloadable PDFs, presentation decks, or perhaps a Google Drive or Dropbox folder (sure, actually).

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Objective of a Media Equipment

The aim of a media package is to make reporters’ and bloggers’ jobs as straightforward as attainable. Give them all the pieces they should learn about your organization to publish a high-quality article that makes them look good.

That’s it—that’s the complete level of a media package.

Sure, a media package has unimaginable advantages to your model (extra on that in a second), however keep in mind its goal—making information media’s lives painless. Conserving this in thoughts will enable you to construct a no-fluff media package that the press loves to make use of.

“As newsrooms shrink, it’s on PR execs (and newbies) to make the job of reporters as straightforward as attainable, particularly if earned media protection goes to be a spotlight,” says Spencer Anopol, senior public relations supervisor at DigitalOcean. “For many corporations, one thing easy is completely tremendous—a sharable, non-editable Google Drive or Dropbox folder will suffice. Simply guarantee it’s organized and labeled properly.

“As you develop, you possibly can construct it out in your web site. Issues to incorporate might be govt headshots and bios, inventory photographs or movies of your workforce and services, firm logos and magnificence information, an organization timeline, and transient firm historical past. If you wish to go above and past, add stats and analysis each about your organization and the business you’re serving. A superb solution to strategy it’s to think about what property a reporter would want to flesh out a narrative and make these fast and straightforward to entry.”

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Why Each Model Wants a Media Equipment

A media package helps you land press protection when you sleep (usually actually). With this handy-dandy useful resource, you possibly can automate your PR processes as a substitute of continually responding to one-off emails and telephone calls. It’ll prevent (and reporters) helpful time and power—and that’s generally the distinction between touchdown a narrative and getting reduce from the publication.

One other profit is model safety. If a reporter or blogger is determined to ship a narrative, they won’t do their due diligence find the right logos, taglines, statistics, and graphics. They might probably use (and this occurs extra usually than you’d assume) an outdated emblem and outdated details about your model.

A media package prevents this disaster from taking place. Belief us—the very first thing a author will search for when writing a couple of enterprise is their press package. If they will’t discover it, they’ll have to show to Google to piece collectively the information and property they want—and now you’re on the whim of the search engine.

Cue scary music—dun, dun, dun…

Public relations is all about telling and controlling the story. For those who don’t have a media package, you lose command from the get-go.

Find out how to Make a Media Equipment in 2023 (Every part You Want)

You now know why a media package issues, however how do you make a media package that the press will love (and discover)? Thankfully, you probably have virtually all the pieces you want already—now it’s nearly together with the correct parts and packaging them collectively properly.

Media kits could be interactive and over-the-top or static and primary—there’s no proper or improper solution to do it. The way you make your media package will largely rely in your viewers, business, and bandwidth.

We suggest preserving it easy with solely the necessities. Whilst you can embody all the pieces on our checklist above (below “What’s a Media Equipment”), a barebones model is commonly extra accessible and higher fulfills the general goal: making a reporter’s job simpler.


Reporters will probably need to use your organization’s emblem within the hero picture or someplace within the article. Present a number of totally different sizes and qualities to make sure they don’t should stretch your recordsdata.

Embody a PNG model of your emblem with a clear background. This offers graphic designers a bit extra freedom in the event that they place it on totally different photographs.

Alongside together with your branding, embody a condensed fashion information. This would possibly embody how your emblem can (and might’t be used). Present examples of acceptable and inappropriate use instances. Connect your HTML and hex shade codes in case a designer wants so as to add any on-brand parts to a picture or video.

Government Headshots and Bios

Everybody likes a backstory, and the press ceaselessly makes use of snippets out of your executives’ bios so as to add depth to their articles. They need to know every key participant’s position within the firm and the way they ended up there.

You may also drop a number of quotes out of your executives right here, particularly if it’s one thing they ceaselessly say. This lets reporters add quotable parts to their tales with out essentially having a personal interview with an govt.

Connect high-quality headshots of every of your executives to your media package. For those who don’t have them, get them. It’ll take lower than 5 minutes so that you can seize a telephone, stage an govt in entrance of a strong background, and take an honest image.

Inventory Photographs and Movies

Reporters would possibly need to embody photographs or video parts of your product in use. Contemplate getting some b-roll of your workplace and day-to-day operations. Add product photographs of your items, and embody motion pictures, too.

If in case you have a digital product, embody screenshots of it. This would possibly encompass dashboards and options. If in case you have a video product demo, add that to your media package, as properly.

Contact Data

Present the contact data for who the press ought to contact. This isn’t the place to place the identify, electronic mail, telephone quantity, and deal with of all of your executives—please don’t do this.

As a substitute, add the purpose of contact who’ll be dealing with press relations. For those who’re a solopreneur, that’ll be your self. If in case you have a public relations supervisor or somebody who manages the media relationships, add their contact data.

Ensure that that is an accessible electronic mail deal with that will get checked usually. And after we say usually, we imply every day. Many press inquiries are time-sensitive, and they won’t wait round greater than 24 hours for a response if they’ve a urgent deadline.

Statistics and Analysis

Reporters love to make use of numbers, so give them something you’ve got. If in case you have income, buyer totals, or social followers you possibly can share, add it right here.

For instance, check out The New York Occasions’ media package.

New york times audience snapshot

It contains:

  • Information rating
  • World digital readership
  • Reader demographics
  • Viewers shopping for energy

That’s not solely convincing data for would-be advertisers to have a look at, but it surely’s compelling information factors writers can embody of their tales.

Transient Firm Historical past

Give writers all the pieces they should know to inform your model’s brief historical past—however preserve it easy. This isn’t an eBook or weblog put up about your model. Your organization historical past part in your media package needs to be a paragraph or two about your origin story, mission, and imaginative and prescient. Add any big milestones in bullet-point trend to make it extra digestible.

If in case you have a extra complete firm historical past you need to share, add a hyperlink to it—don’t embody the total factor right here.


Embody case research, evaluations, and buyer testimonials right here. Brief one-sentence quotes work properly right here—something for writers to repeat/paste into their articles. If in case you have extra complete case research in your web site, condense it to a brief paragraph and add a hyperlink for readers to study extra—they probably don’t have time to learn the complete 1,000-word model.

Characteristic awards, partnership logos, and former press protection on this part.

Keep in mind to replace your media package usually. Add your new testimonials, case research, and product data, in addition to substitute outdated data equivalent to followers and buyer counts.

Free Media Equipment Templates

Whilst you can construct a media package from scratch, we suggest saving time (and stopping design complications) utilizing a free media package template. These templates provide you with a framework for constructing a media package—you’ll simply pop in your copy and swap in your property.

Right here’s an inventory of one of the best locations to search out free media package templates:

These assets all embody downloadable media package templates, and a few even embody drag-and-drop design builders. Mess around with these free choices earlier than you resolve to construct one from scratch—there’s a superb likelihood they have already got what you want.

Prime 4 Media Equipment Examples for Your Inspiration

Able to see real-life examples of media kits in motion? Listed below are a number of of our favorites:

  1. Quick Firm’s Media Equipment: Quick Firm’s press package options group statistics, testimonials, social media follower counts, and case research.
  2. GearJunkie’s Media Equipment: GearJunkies begins with a stat on reaching thousands and thousands of individuals earlier than name-dropping model partnerships with REI, Patagonia, The North Face, and extra. They supply case research, promoting specs, and previous collaborations.
  3. Atlassian’s Press Equipment: Atlassian offers SVG and PNG recordsdata for all their logos (which is quite a bit). You may also discover govt photographs, workplace footage, and a company overview. It’s all packaged properly on a short-and-sweet web page.
  4. Asana’s Model Pointers: Asana makes use of Cloudinary to host its model information with a obtain hyperlink from its model web page, and it’s a wonderful instance of how easy your media package could be. You could find logos, product photographs, b-roll, reality sheets, and extra housed in a single easy-to-navigate folder.

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Media Equipment FAQs

Ought to my media package be digital or bodily, or each?

Your media package must be digital-first and straightforward to share. Nevertheless, if in case you have a enterprise that works with printers or packaging designers, it is necessary to have copies of how your colours, font, and logos seem in a bodily format.

Can I embody samples of my product in my media package?

If in case you have a bodily model of your media package, together with a product pattern is a straightforward solution to seize an outlet’s consideration. Vice versa, embody a bodily media package with product samples you ship to companions, potential traders, or influencers.

How can I measure the effectiveness of my media package?

For those who home your media package on an internet web page or a third-party host, observe the hyperlink clicks or downloads to see if any incoming press or media retailers are taken with studying extra about what you are promoting. Additionally, you possibly can measure your media package’s effectiveness if retailers, companions, and contributors observe the main points outlined in your package. For instance, in the event that they misspelled what you are promoting identify, they most likely did not learn your media package.

Media Kits, Verify. Every part Else, Pending

Now that you understand how to make a media package, it’s time to earn media protection—simply since you construct it doesn’t imply they’ll come. You’ll want to make use of Instagram, Fb Adverts, YouTube, and content material advertising and marketing to get your model in entrance of the correct media retailers, reporters, and bloggers.

That’s simpler mentioned than achieved. Thankfully, you don’t should study all of it by yourself.

Discover our free coaching sequence to study all the pieces it’s essential know to attain press protection and develop what you are promoting. We’ll present you tips on how to write high-converting copy, negotiate like a boss, and put your model in all the correct locations.

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