What to put in a media kit, and how to use a free media kit template
A media kit, also called a press kit, gives journalists everything they need to write about you in one place. Here is what goes in it, how a creator's version differs, and where to get a free template.
Want this done for you? See our guaranteed media placement service. Related reading: How to write a press release · How to get featured in a magazine · How much does a PR agency cost? Or browse all PR guides.
Key takeaways
- A media kit is a curated set of resources that gives journalists what they need to write about you. Presspage lists contact details, recent releases, background, bios, logos and photos as the essentials.
- Host it on a page of your website that opens without a login, bundle the logos in one ZIP, and review it every quarter.
- A creator's kit is aimed at brands: audience location and age, engagement and past work. Buffer says refresh the stats every 3 to 6 months and aim for two pages at most.
- Our free media kit template has ten sections and a filled-in example; no sign-up.
The short answer
A media kit is a curated collection of resources that gives journalists what they need to write about you. Presspage lists the essentials as a media contact, two or three recent press releases, company background, leadership bios and headshots, and logos and photos.
Our free media kit template covers all of that in ten sections, with a filled-in example. A kit is stronger with coverage in it, and our business publicity service can supply a labelled feature to link from it.
What to put in a media kit
Presspage splits the contents into essentials and extras. Our template follows the same list and adds two items journalists often have to email to ask for.
The essentials
- Media contact: a named person, email and, optionally, a direct phone number.
- Company background: mission, history, milestones and a short boilerplate paragraph.
- Key facts: founded, headquarters, team, customers, each figure dated (our addition).
- Bios and headshots: names, titles and career highlights. The professional bio template helps.
- Recent news: two or three press releases. See the press release template.
- Logos and photos: full-colour and black-and-white versions, in high and low resolution.
The extras
Presspage adds third-party coverage, awards, FAQs or fact sheets and pre-approved quotes. Our template also asks for two or three story angles, the part most kits leave out. List your strongest coverage and awards first, each with a link to its source, so a reader can check them in seconds.
The creator version
Creators and publications use "media kit" for a document aimed at brands. Buffer's guide says to include your bio, follower counts, engagement metrics, audience demographics, content examples and contact details. Brands check that your audience is in their target markets, so location and age matter most.
Buffer treats rates as optional, since some creators leave them out to keep room to negotiate. It suggests refreshing the stats every 3 to 6 months and aiming for two pages at most. The template has an optional audience and partnerships section for this.
Format and upkeep
A kit that is easy to open gets used. Presspage recommends hosting it in your digital newsroom rather than a buried PDF, and curating a tagged set of images instead of dumping every file in. Then keep it simple to maintain:
- Host it on a page of your site, not a buried PDF, and link it from your email signature and every press release.
- Put the logos in one ZIP and label file types clearly.
- Tailor it to the pitch: product details for trade media, the leader's story for business media.
- Review it quarterly, because outdated logos, bios and broken links hurt trust (Presspage).
How the options compare
How the options compare:
| Free template | Retainer PR agency | Blue Leopard Media | |
|---|---|---|---|
| Price | Free, no sign-up | $3,500 to $10,000 a month for a boutique agency (everything-pr) | $249 for one feature, $499 for three, $999 for eight |
| What you get | A ten-section Word file, a PDF guide and an example | Strategy, pitching and press materials | A written feature with your own cover, to link from your kit's coverage section |
| Time to go live | Same day, once you fill it in | Months of ongoing work | Within 24 hours of your approval |
| What is guaranteed | Nothing: it is your document | The team's work, not coverage | Publication of the feature you approve, or your money back |
| Best for | Getting the facts in order before you pitch | Ongoing earned coverage in top-tier outlets | Adding a credible, labelled article about you to the kit |
We do not build media kits ourselves. Agency prices are the publisher's estimates, not rate cards. Download the template, fill it in this week, and then contact us if you want a feature to put at the top of your coverage list.
Frequently asked.
What is a media kit?
A curated collection of resources that gives journalists what they need to write about your organisation, products or events, usually a page on your website.
Is a media kit the same as a press kit?
For a company, yes: Presspage uses the names interchangeably. Creators also use "media kit" for a document aimed at brands, with audience figures and sometimes rates.
How long should a media kit be?
A press kit is a page of your site, so length matters less than keeping it current. For a creator, Buffer says to aim for two pages at most.
Should a media kit include prices?
For a company, show public prices for products. For a creator, rates are optional: Buffer says some leave them out to keep room to negotiate, while busy marketers often prefer them upfront.
How often should I update my media kit?
Presspage suggests quarterly. Buffer says creators should refresh audience stats every 3 to 6 months.
Keep reading.
How to write a press release: the structure, the steps and three examples
How to write a press release: a plain headline, a lead of 25 to 40 words, a real quote, a boilerplate and a contact, on one page. Steps and examples.
Read the guide CoverageHow to get featured in a magazine, publication or article
How to get featured in a magazine, publication or article: pitching, journalist requests, press releases, contributing and sponsored features compared.
Read the guide CostsHow much does a PR agency or PR firm cost? Retainers, projects and pay-per-placement compared
What a PR firm costs in 2026: US agencies charge about $3,500 to $25,000 a month, UK retainers £1,000 to £4,000. What each pricing model buys.
Read the guideGive your media kit coverage to show.
A written feature about you or your company with your own cover, from $249. No retainer, and live within 24 hours of your approval, or your money back.