To succeed in today’s highly competitive business environment, companies spend large sums of money for marketing and PR. However, many businesses don’t realize that prior to conducting such outreach, any size company also needs to have a media kit, a.k.a. press kit, on file.

So what is a media kit exactly?

A media kit is an important public relations tool that proactively addresses common questions from the media, potential investors, clients and other stakeholders. A media kit allows companies to quickly present themselves in an effective and consistent way. In simpler terms, a media kit is a resume for your business.

Media kits may vary depending on their purpose and target audience, but most of them include the following information:

  1. A brief introduction or background on the company
  2. Your mission statement
  3. A description of products and services
  4. A list or sampling of issued press releases and/or articles written about your business
  5. A list of answers to frequently asked questions
  6. Contact information for media inquiries

A well-coordinated media kit answers the reader’s most pressing questions, while also grabbing their attention and generates an ongoing interest in what your company does and engaging them to want to learn more. It is an extremely effective tool that serves a multitude of purposes, from helping secure earned media and addressing incoming press inquires, to making your business look more professional and attracting potential investors.

Although prepping and maintaining a good media kit requires some time and effort, it serves as a worthy investment for most companies. After all, you only have one shot at making a good first impression, and a professional media kit will allow your business to do just that.