Media Kit 101: Winning Structure, Templates & Tools

Discover what is a media kit for influencers, artists, and brands, what to include in a media kit, and how to make a media kit using interactive templates.

What is a media kit

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Short answer

What is a media kit?

A media kit, sometimes called a press kit, is a set of promotional materials featuring your brand's history, notable successes and milestones, complete with engaging visuals, aimed at providing journalists with the insights needed to guide the media narrative.

Press kit vs. media kit

A media kit and a press kit serve similar purposes, but they’re tailored to different audiences.

A media kit is designed for a broader audience, including influencers and bloggers, and often features diverse content formats.

On the other hand, a press kit has a sharper focus, traditionally aimed at journalists and media outlets, providing press releases and high-resolution visuals for news coverage.

Press release vs. media kit

A press release zeroes in on a specific announcement, offering news about your brand. On the other hand, a media kit is a broader resource, compiling your brand's story, milestones, and media assets to support thorough and engaging media coverage.

Company media kit vs. influencer media kit

A company media kit gathers key business details and media assets to help journalists and media outlets create detailed, well-informed stories about the company.

An influencer media kit, on the other hand, is a personal portfolio that displays an influencer's audience, engagement, and partnership history. It's designed to attract sponsorships and pitch brands by highlighting the influencer's marketing potential.

What does a media kit look like?

Your media kit should be an inviting, interactive journey, seamlessly blending engaging texts, high-quality images, and multimedia like videos and clickable links.

The design should guide viewers smoothly from one section to the next, turning your media kit into a compelling story about your brand.


Here's an example of an effective media kit:

What should a company media kit include?

  1. Brand overview: Start with a brief introduction to your brand, including its mission, vision, and the unique value it brings to the market.

  2. Contact information: Provide clear details for reaching your PR team or key contacts.

  3. Product or service descriptions: Add clear, concise descriptions of your offerings, highlighting what makes them stand out.

  4. High-quality images and logos: Include professional downloadable photos and logos to visually represent your brand across media.

  5. Press releases: Share recent press releases that share significant brand announcements or milestones.

  6. Media coverage: Highlight examples of media attention to showcase your brand's relevance and appeal.

  7. Testimonials and reviews: Present positive feedback to affirm your brand's impact and customer satisfaction.

  8. Biographies of key team members: Introduce the people behind the brand, adding credibility and a personal touch.

  9. Achievements and awards: List accolades to demonstrate your industry recognition and excellence.

  10. FAQs: Answer common questions to provide straightforward information to media professionals.

  11. Social media links: Add direct links to your brand's active social media profiles, showcasing your online presence and engagement.

What should an influencer media kit include?

  1. Biography: Share a brief bio that tells your personal story and journey as an influencer. This adds a human touch and helps build a connection with potential partners.

  2. Audience demographics: Offer details about your followers, such as their age range, location, and interests. This helps brands understand who they will reach by collaborating with you.

  3. Performance and engagement metrics: Combine key performance indicators like click-through and conversion rates with engagement metrics such as likes, comments, and average engagement per post. This showcases both your reach and your ability to actively engage and influence your audience.

  4. High-quality images: Include professional photos that capture your brand’s aesthetic, giving potential partners a clear sense of the visual style you bring to collaborations.

  5. Case studies or campaign summaries: Present examples of past collaborations that highlight your ability to effectively integrate brands into your content and drive results.

  6. Achievements and press: List any significant awards, recognitions, or media mentions to highlight your influence in the industry.

  7. Rates: Clearly list your pricing for different types of collaborations to help brands evaluate potential costs.

  8. Social media links: Include direct links to all your active social media profiles, demonstrating your online presence and the diversity of your content.

  9. Contact information: Ensure your contact details are easy to find so that interested brands or collaborators can reach out to you directly.

what are brands looking for in a pitch

Where do I get the best media kit templates?

Starting from scratch to condense your entire brand's story into a single presentation can feel challenging. You want to share everything that makes your brand special without overwhelming your audience.

Interactive media kit templates offer a structured starting point, making sure you cover all the essential bases in an engaging and digestible format.

They’re designed to guide you through the process, making it easier to organize your content and highlight your brand's achievements, values, and unique selling points.

Grab a template!

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How to use a media kit?

  1. Brand introduction: It introduces your brand's mission, vision, and unique value proposition, providing a snapshot of what sets you apart.

  2. Achievements showcase: It highlights key milestones, awards, and successes, underscoring your brand's credibility and track record.

  3. Offerings detailing: It offers a clear overview of products or services, giving potential partners and media a deep dive into your offerings.

  4. Media engagement: It equips journalists and bloggers with all the necessary information, visuals, and contacts, making it easier to cover your story.

  5. Partnership attraction: It attracts potential partners and sponsors by showcasing your brand's reach, audience demographics, and engagement metrics.

  6. Consistency in messaging: It ensures consistent brand messaging across various media outlets, reinforcing your brand identity.

  7. Resource accessibility: It acts as a one-stop resource for high-quality images, logos, and other media assets, streamlining content creation for external parties.

What are the best tools to create a media kit?

When it comes to creating a media kit, it's important to choose the right tool based on your specific needs, whether you need a dedicated media kit maker, a versatile graphic design tool, or even a website builder.

Each type offers different features that can help bring your brand's story to life in unique ways.


Here's an overview of the top options:

  1. Storydoc: It takes media kits to the next level with its scroll-based format. It stands out by allowing you to include embedded videos and clickable links, turning your media kit into an interactive experience.

  2. Canva: With its intuitive drag-and-drop interface, Canva makes design accessible to everyone, offering a variety of templates for quick, stylish media kits.

  3. Adobe InDesign: A great choice for those with a bit more design experience, Adobe InDesign provides flexibility and creative control, allowing for highly customized media kits.

  4. Notion: Offers a unique approach by combining document creation with database functionality, making it ideal for organizing and presenting information in a clear, effective manner.

  5. VistaCreate: Perfect for creating visually engaging media kits with its wide range of graphic elements and easy-to-use design features.

What is the best format for a media kit?

Traditionally, media kits were shared as static PDFs or PowerPoint presentations. While these formats are familiar and easy to distribute, they have limitations.

Shifting to interactive, web-based media kits can make a significant difference. They provide a more engaging experience and let you track how your media kit is being used, giving you valuable insights into its effectiveness.


An overview of the most popular formats:

Format Pros Cons
PDF - Great for text-heavy content
- Simple to access and print
- No interactive features, making it less engaging
- Hard to update once it's finished
PowerPoint (PPT) - Good for combining text and images
- Well-known and easy to use
- Limited interactivity
- Needs a creative flair to stand out
Storydoc - Excellent for visual storytelling
- Makes content more engaging with interactive elements like videos and links
- Might be a bit complex to learn
- Interactive parts don't work in printed versions
Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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