What should a company media kit include?
A company media kit should help a journalist verify the essentials and find useful material quickly. Include a concise company description, dated facts, relevant spokesperson biographies, approved photographs with captions and usage information, and a working media contact. Add product or announcement details when they serve the story.
Keep the kit easy to navigate and avoid replacing useful facts with promotional adjectives. Check that files open, captions identify people accurately and the contact can respond. If a figure may change, show its date and source. A well-organised kit supports reporting, but it does not guarantee editorial coverage.
A practical example
A fictional product launch could use one shared folder with a short fact sheet, an approved company description, spokesperson biography, captioned photographs and the announcement. Each image should have a useful filename, credit and usage conditions. A logo file without a caption or permissions note creates extra work rather than resolving a reporting need.
How to apply this
- Keep essential facts short, dated and owned by a reviewer.
- Supply usable logos, photographs, captions and credits.
- Name a contact who can handle follow-up questions.
- Check links and access from outside your organisation.
What to watch for
Remove internal documents, personal contact information without consent and unsupported claims. If a photograph is illustrative, label it. A media kit is a maintained resource, not a permanent dumping ground for every asset the organisation has produced.
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