DEFINITION of 'Media Kit'

A media kit is a package of information, assembled by a company, to provide basic information about itself to reporters. The media kit is a promotional public relations tool that can serve several functions, including promoting the launch of a new company, promoting the launch of a new product or service by an existing company, giving a company a way to present itself as it would like to be seen, and/or saving time, by eliminating the need for a company's employees to repeatedly answer the same questions.

BREAKING DOWN 'Media Kit'

A media kit can be as simple as a page on a company's website or as complex as a package of information and product samples sent to selected members of the media. The media kit commonly provides the company's official name; the names, titles and biographies of its most important people; information about the company's history and function; photos; and any press releases the company has had written about itself. A media kit can also provide contact information for reporters, who seek additional information or want to interview someone at the company.

Example of a Media Kit

For example, the personal finance site Kiplinger.com provides a media kit that presents a clear value proposition to express why Kiplinger’s advice is trusted and highly practical “for readers seeking actionable solutions.” Below this headline are links to products, including the Kiplinger Personal Finance Magazine, Kiplinger Retirement Report, and Kiplinger’s Custom Content option. In addition, Kiplinger offers native advertising, a retirement planning guide, and email opportunities. The site also includes a quick link to contact an Ad Sales Representative. This example is on the simpler end of media kits; however, the materials still display Kiplinger’s important information in readily accessible form to promote the company's product and clear communication of its mission and audience.

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