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Media Kit: 6 Items to Include and Why is This Important?

Media Kit

Some people avoid creating a media kit like the plague, as it can be time consuming to pull these together. DO NOT underestimate how powerful this tool can be. According to the Content Marketing Institute, “51% of B2B marketers prioritize creating visual assets as part of their content marketing strategy.” When it comes to your brand/product, a media kit is a quick and simple way for reporters to visually comprehend and access information. Companies who have a media kit are better equipped for success when attending a large conference or trade show, when reporters request additional information about their company, when preparing for a new product launch and more…

Everything that you want people to know about your business can usually be found in your media kit. If you’re unsure about what to include, don’t fret! We’ve compiled a list of some of the most essential items:


In this case, quantity is just as important as quality.  Make sure to include your logo in all formats at 300 DPI: PNG, Ai, JPEG, Black & White, etc.

Leadership Information

Forgetting to include executive bios and headshots is a huge no-no! Getting on the media’s good side includes providing them with the proper materials needed to feature you, without them having to ask. Be sure to include an executive bio and headshot of your industry thought leaders.

Branding Guidelines

Publications need to know when, where and how it is acceptable to use your  logo/product images. Think of this as your brand’s identity, which includes your logo elements, color palettes, fonts and more. There are no right or wrong branding guidelines, but just remember that consistency is key!

Graphic (If Applicable)

Images of your product is a must! Again, the more shots the merrier— the product by itself, in use, diagram/graphic (where applicable), etc. Media are always on the hunt for quality, high resolution images, and it’s especially important if you have a complicated product or cloud product. Don’t forget that all images should be sourced and cited!

Product Overview Document

Help reporters understand your product better by developing a detailed, yet easy-to-read explanation. The first question people ask when a new product comes out is “what does it do?” Here, you can describe your product’s different features, purpose, how its used, benefits and how it stands against its competitors.

Top Tier Case Studies

It’s not everyday that you get to brag about the work you’ve done, but here’s your chance. Case studies give you an opportunity to highlight some of your top customers, show how your brand/product speaks to a certain audience and allows you to tout numerical stats (reporters love stats). Including your top 3 case studies will suffice.

You’ve Finished Your Media Kit, Now What?

For digital purposes: Make sure that your media kit is easily locatable and accessible for individuals searching for information. A good idea is to store your  Zip file formatted media kit on your website and media page.

For a targeted and/or selected few: Some people may prefer to access it through a Google Drive or Dropbox. This way, the link to the media kit can be sent out privately, instead of available for anyone to download. Another way to keep it private, is to gate the media kit with a password, which will only give access to the people intended.

For Trade shows: Print out cards that contain the QR code. You can pass this out or just have it handy for whoever asks. Consult the show guidelines to confirm the format media are requesting the kits be delivered in.

Media kits do take a bit of time, but it’s a great marketing resource. It shows reporters that you are proactive and capable of providing them with all the necessary items about your brand/product.

Now that you’ve perfected the art of media kits, you’re all set for a tradeshow!

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