Key takeaways
- **Media Kit Examples:** Use this guide to decide what to fix first, what can wait, and how the work should support measurable growth.
A media kit is a single page or shared folder that gives a journalist everything they need to write about you without a follow-up email: a one-line description, key facts, high-resolution logos, executive headshots and bios, recent coverage, and press contact details. The best kits let a reporter file a story in under five minutes.
Journalists work on deadline. When a kit forces them to email back for a logo file or a founder's title, the story slips or runs incomplete. A complete kit removes that friction. For where the kit fits in the wider process, see our media relations services hub.
The one-page kit: what belongs on it
The most-used format is a single web page at yoursite.com/press. It loads fast, updates in seconds, and reporters can copy from it directly. A strong press page carries:
- A boilerplate: one sentence that says what you do and for whom.
- Company facts: founded year, headquarters, team size, key numbers.
- Downloadable logos: SVG plus PNG, on light and dark backgrounds.
- Executive headshots: 300 dpi, plus a one-paragraph bio each.
- Recent coverage: three to five links to press pickups.
- A named press contact: person, email, and response-time expectation.
Put the press page one click from your homepage footer. Reporters guess at two URLs first, yoursite.com/press and yoursite.com/media. Set up both so one redirects to the other. A page a reporter cannot find in 20 seconds is a page they email you about instead, which defeats the point.
What to include, ranked by how often reporters ask for it
Not every asset carries equal weight. Ranked by how often a journalist needs it on deadline:
| Asset | How often requested | Format |
|---|---|---|
| One-line boilerplate | Nearly always | Plain text |
| High-res logo | Nearly always | SVG and transparent PNG |
| Founder or exec bio | Very often | 50 to 100 words |
| Headshot | Very often | 300 dpi JPG |
| Key company facts | Often | Bulleted list |
| Product screenshots or photos | Often | 1200px minimum |
| Recent coverage links | Sometimes | Live links |
| Fact sheet or data points | Sometimes | One page |
Put the top four within reach on the page itself. Everything else can sit in a linked folder.
Example 1: The startup press page
A funded startup's kit centers on the founders and the traction story. It leads with the boilerplate, shows two founder headshots with bios, lists three metrics that prove momentum, and links to the funding coverage. A logo pack sits in a download button at the top.
What makes it work:
- The metrics are specific: "12,000 active users, up from 3,000 a year ago."
- Founder bios name prior companies, which reporters use for credibility.
- The logo download is one click, not a form.
The startup kit also carries a dated funding line a reporter can cite without a call: "Raised a 4 million dollar seed round in March 2025, led by [investor]." That single sentence answers the three questions a business reporter asks first, how much, when, and who backed it.
Example 2: The established brand kit
A larger company's kit shifts from founders to the business. It carries a leadership grid, a company timeline, product line photography, and a fact sheet with revenue-scale or customer-count figures that the brand is comfortable publishing.
The addition that matters at this size is the fact sheet: a single page a reporter can cite for every hard number, so they never guess at your team size or launch date.
The established kit also runs an approvals note that the startup kit skips. It states which spokespeople are cleared to comment, on which topics, and who to route interview requests through. At scale, a reporter who cannot tell who is authorized to speak either guesses or drops the quote. The note removes that friction.
Example 3: The expert or personal-brand kit
For a founder or executive who gets quoted as a subject-matter expert, the kit is built around the person. It includes the areas they speak on, a speaker reel or past-interview links, a professional headshot, and a short and long bio so producers can pick the length they need.
This kit exists to answer one producer question: "Can this person speak credibly on the topic, and can I book them fast?" The topic list and the past-interview links answer it.
Add two things producers value. First, a one-line availability note, such as "based in London, available for UK morning shows and US afternoon slots." Second, three or four sample questions the expert answers well, which a producer can lift straight into a segment plan. Both shorten the gap between finding the expert and booking them.
The assets that get skipped and shouldn't
Several assets are missing from most kits and cost coverage:
- Logo on a dark background. Reporters laying out a dark header need it and will drop your logo if it does not exist.
- A long and short bio. Give both, so the outlet takes what fits.
- Pronunciation note for hard-to-say names. Broadcast producers use it.
- A clear usage line: what the press may use freely versus what needs sign-off.
How to structure the folder behind the page
When assets are too heavy for a page, link a shared folder. Structure it so a reporter finds files in seconds:
- Logos (SVG, PNG light, PNG dark)
- Headshots (named by person)
- Product or venue photography
- Fact sheet (PDF)
- Recent coverage (a text file of links)
Name every file clearly. "company-logo-dark.svg" beats "asset-final-v3.svg." A reporter downloading five files should never have to open one to learn what it is.
Set the folder to view-and-download for anyone with the link, not request-access. A permission wall is the single most common reason a reporter abandons a kit at the last step. Test the link in a private browser window before you publish it, because the version that works while you are logged in often blocks everyone else.
Photography that reporters actually run
Most kits ship logos and headshots, then stop. Reporters laying out a feature also need scene-setting images, and a kit that supplies them earns more visual placements. Provide:
- Two or three product or workspace shots at 1200px minimum, shot horizontally, since most article layouts are landscape.
- One environmental portrait of the founder, not just a headshot, for profile pieces.
- A caption and credit line for each image, so the reporter can publish without emailing for permission.
Shoot in both landscape and a tighter crop where you can. An outlet that needs a square social image and finds only a wide banner will crop it badly or skip it. Supplying the crop protects how your brand looks in print.
Keeping the kit current
A media kit ages. Set a quarterly check:
- Are the metrics still accurate?
- Is the press contact still the right person?
- Do the coverage links still resolve?
- Are the headshots current?
A stale kit undercuts the pitch that led the reporter there. To build the pitch and release that point reporters to your kit, see press release examples. To turn a complete kit into placements, see how to get press coverage.
Related terms
You may see this topic described with related searches like influencer media kit, influencer media kit examples, media kit for influencer, media kit template, and online media kit examples. Those phrases are useful when they clarify what the reader needs next, but they should still point back to one clear plan.
Related searches such as press kit, social media kit, social media kit examples, and what is a press kit are useful when they clarify what the reader needs next. They should support the same plan rather than pulling the page in several directions at once.
Frequently asked questions
Do I need a media kit if I am a small company?
Yes. A one-page press page takes an afternoon to build and saves every reporter a round-trip email. Small companies get less coverage in part because reporters cannot quickly find a logo or a verified fact. The kit removes that reason to skip you.
Web page or downloadable PDF?
A web page is better as the primary kit because reporters can copy text and it stays current. Offer a PDF fact sheet as a supplement for anyone who wants one file, but do not make the PDF the only version.
What logo formats should I include?
Include SVG for print and any scalable use, transparent PNG for the web, and versions of each on both light and dark backgrounds. That combination covers nearly every layout a reporter or designer will build without asking you for another file. Skip JPG for logos, since it cannot hold transparency and leaves a white box around the mark on colored backgrounds.
How much company data should I publish?
Publish every number you would be comfortable seeing in print: founding year, team size, customer or user counts, and any growth figure you can stand behind. Withholding basic facts pushes reporters to guess or to drop you for a source that is easier to cite.
How big should image files be?
Big enough to print, small enough to load. Supply logos as SVG, which scales to any size, plus a PNG around 2000px wide. For photography, aim for 1200 to 3000px on the long edge. Add a smaller web version of each so a reporter on a slow connection is not forced to download a 20MB file for a thumbnail.
Who should the press contact be?
A named person who checks email hourly during business hours, not a shared inbox that no one owns. Reporters trust a name and a title over "press@." List a phone number too, since broadcast producers on deadline call rather than email.
What does a basic brand kit include?
A useful media kit gives journalists and partners the assets they need without asking for another email: company facts, bios, approved photos, logos, product shots, boilerplate, contact details, and links to supporting material.
What is an example of a brand kit?
A useful media kit gives journalists and partners the assets they need without asking for another email: company facts, bios, approved photos, logos, product shots, boilerplate, contact details, and links to supporting material.
What is in a media kit?
A useful media kit gives journalists and partners the assets they need without asking for another email: company facts, bios, approved photos, logos, product shots, boilerplate, contact details, and links to supporting material.
How do you create a brand kit?
A brand kit should include logo files, colors, typefaces, boilerplate copy, product or team photos, founder bios, facts, and contact details. Package it so a journalist can grab what they need without emailing for basics.
What does a social media kit include?
A useful media kit gives journalists and partners the assets they need without asking for another email: company facts, bios, approved photos, logos, product shots, boilerplate, contact details, and links to supporting material.
Get help building your kit
If you want a press page and asset folder built to what reporters actually ask for, our media relations services team assembles kits that turn a pitch into a published story.