What Is a Press Kit vs. a Media Kit? Templates & Examples
Public relations professionals like you are always trying to grab journalists’ attention and keep your brand in the spotlight. Creating press kits and media kits is one of your most important responsibilities, but you might wonder: What’s the difference? Which one do I need? Let’s dive into the world of press kits vs. media kits to help you navigate these essential PR tools.
What Is a Press Kit?
A press kit is often defined as a collection of materials specifically for journalists, bloggers and media outlets. The goal is to get news coverage for your story by providing all the necessary information about a particular event, product launch or announcement. They’re often used to support a specific press release, so the exact definition of a press kit can vary. If you’re launching a new product, a press kit example might include:
- The press release announcing the launch
- High-quality product photos and specifications
- Quotes from company executives
- Background information on the product development
- Relevant industry statistics
Press kits are typically concise and focused, providing journalists with everything they need to write a story quickly and accurately.
What Is a Media Kit?
The definition of a media kit sometimes casts a wider net. Media kits are designed for a broader audience that includes not just journalists, but also advertisers, stakeholders and even consumers. The goal is to introduce your business and showcase your brand’s history, key facts and unique selling points. A media kit template might include:
- Company history and mission statement
- Key personnel bios
- Product or service overviews
- Past media coverage
- Social media links and posts
- Audience demographics
- Case studies or success stories
- Recap of major milestones
Media kits can be more extensive than press kits, offering a full picture of your brand and its value proposition.
Press Kit vs. Media Kit: What’s the Difference?
In the digital age, the meaning of a press kit has changed, and the lines between a press kit and a media kit have blurred. Many organisations now create comprehensive kits that serve both purposes and call them press kits. However, there used to be small differences between the two, and some organisations still consider them separate things.
Format
Press kits can be shorter and more focused, and are often formatted as a PDF or a collection of files that can be easily attached to an email. Media kits are usually more extensive. They might be formatted as a website or online media room to provide more comprehensive information that can be easily updated, and so that your audience can access the information anytime, anywhere.
Purpose
When organisations make a distinction between the two, the purpose of a press kit is usually to provide information about a particular event or piece of information in order to generate news and media coverage. Press kits give journalists all the information they need to write a story quickly. In contrast, the meaning of a media kit is to give a broad overview of your entire organisation. The purpose is to build long-term relationships and brand awareness.
Timeline
A press kit can be a more timely release that coincides with specific events or announcements. Press kits are updated frequently to stay current with the latest news. Media kits are sometimes a separate item that focuses on the organisation’s long-term strategy and are only updated periodically. However, now that you can so easily maintain and update press kits using digital tools, they’ve been combined with media kits.
Content
Press kits contain straightforward information related to a specific announcement. They include the 5 Ws (who, what, when, where, why), along with a few key multimedia pieces to support the story. Media kits give a fuller picture of your brand’s identity, like detailed company history and a wider range of content like videos and interactive elements. Now, the term “press kit” is often used to mean a kit that contains all of these things.
How to Make a Press Kit or Media Kit
Today, what to include in a press kit or media kit is generally the same thing. Whether you call it a press kit or a media kit (or a hybrid of both), here are some guidelines for the essential elements that should be included.
Company Information
Your company information section should go beyond the basic press release boilerplate. It should help journalists and stakeholders understand what really sets you apart. Include a list of awards and recognitions, your company values and mission statement and leadership bios with professional headshots and sound bites. Don’t forget to add any stats about your key audience demographics and other strengths, plus multiple high-resolution versions of your approved logo.
Press Releases
If you’re sending the kit to accompany a specific press release, you don’t need to include other releases. However, if you’re creating a general information kit or posting it on your website, include three to five recent, newsworthy press releases. Aim for a mix of release types, such as product launches, company news, and thought leadership pieces, and include links to the releases. You’ll demonstrate that your company is active and newsworthy.
Downloadable Assets
A section for multimedia assets, like images, video and audio, makes it easy for journalists to create visually appealing stories about your brand. Include high-resolution infographics, product images from multiple angles, team photos and headshots, B-roll video footage and audio clips from leadership and industry experts. The more comprehensive and high-quality your multimedia, the easier you make it for others to tell your story.
Fact Sheet
A well-crafted fact sheet provides a quick reference for anyone looking to understand your business at a glance. It’s a must-have for journalists on tight deadlines, and it’s easy to make: Just create a one-page document or chart that summarises key information about what your company does, pricing information, ways to purchase, distributor information, competitor comparisons and technical specifications. It’s a cheat sheet about your business.
Social Media
Your social media section should do more than just list your accounts. It should showcase your brand’s online personality, add credibility and provide ready-made quotes and content for stories. Include embedded examples of popular posts and highlights from reviewers or influencers who have mentioned your brand. Add key metrics about your social media following and engagement. This section was always common in examples of media kits, and is now also a part of press kits.
Contact Information
When it comes to clear and accessible contact information in a press kit vs. a media kit, there’s never been a difference – it should be a part of anything you create. Include the name and role of the primary media contact, a direct phone number (not just a general company line) and an email address. It’s also helpful to mention the best times to reach out and provide an alternative contact. Making it easy for people to get in touch increases the chances of your story being covered.
Press Kit Templates: How to Format Your Press Kit
The format of your press kit or media kit is just as important as its content. Depending on your needs and resources, you might want to consider one or more of these formats.
A single PDF document can be an effective and simple way to format your kit. Use bookmarks or a clickable table of contents for easy navigation and include links to external resources like press releases, social media and downloadable assets. This format works well if you want to give a complete overview in one document. PDFs are also universally accessible and maintain their formatting across devices, so just about anyone can open them.
Attachments
If you want more flexibility, you can create separate files for different elements of your kit. Use consistent naming conventions for easy identification and provide a “readme” file that explains what each attachment contains. If you have a lot of high-resolution files, you can compress them for easier sharing. This approach makes it easier for you to update individual elements as needed and also send only what’s needed to a particular recipient.
Online Media Room
An online media room is a live version of your press or media kit. It provides 24/7 access to your information, is easy to update and can include interactive elements like video players or live social media feeds. Create a dedicated section on your website, organise content into clear categories and regularly update it with fresh content – like a blog, but for news. Or create a powerful, scalable MediaRoom through PR Newswire.
Physical Copies
While less common in the digital age, physical press kits are still useful for in-person events. Use high-quality folders or presentation materials and include business cards and other branded items. Physical kits stand out in a digital world, especially at trade shows or media events, where they provide a tangible representation of your brand that can leave a lasting impression.
Master the True Meaning of a Media Kit
Creating effective press and media kits is an art that combines storytelling, design and strategic thinking. They create an opportunity to present your brand in the best possible light while making life easier for journalists and other stakeholders.
At PR Newswire, we understand the challenges of crafting compelling press materials. Our team of experts can help you create, distribute and maximise the impact of your press and media kits. From editing assistance to multimedia creation and an expansive distribution network, we offer comprehensive solutions to elevate your PR efforts.
Remember, a well-crafted press kit can be the difference between getting noticed and getting overlooked. Sign up today and start creating materials that truly represent your brand and provide value to your audience.
FAQs About Press Kits and Media Kits
Do people still use press kits?
Yes, press kits are still widely used in PR. They’ve evolved with technology, often taking digital forms like online newsrooms or downloadable packages. Press kits remain valuable for providing comprehensive information to journalists and stakeholders, making it easier for them to cover your news or understand your brand.
What’s the difference between a press release and a media kit?
A press release is a single document announcing specific news, while a media kit is a comprehensive package of information about your brand. A press release focuses on one event or announcement, whereas a media kit provides broader context about your company, including history, products and achievements.
Who needs a media kit?
Any organisation looking to build relationships with media, investors, or partners can benefit from learning how to make a media kit. Businesses of all sizes, nonprofits and influencers can all find media kit samples that fit what they do and where they want to take their brand. Media kits are especially useful for companies seeking press coverage, partnerships or investment.
What should I include in a media kit?
A comprehensive media kit should include your company overview, key leadership bios, product or service information, press releases, high-resolution logos and images, fact sheets, and contact information. Consider adding statistics, quotes, case studies, testimonials, and social media highlights. And remember that what to include in a media kit can vary – make sure you tailor the content to your industry and target audience for maximum impact.
To grab the attention of busy journalists, you don’t just need a press kit or media kit – you need a compelling story. Always back up your press kit with engaging, newsworthy press releases. Not sure where to start? Take the first step and download 10 Newsworthy Reasons to Send a Press Release.