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What Goes In A Media Kit?

First, let's define what a media kit is.

A media kit is a multi-page document (usually in a PDF format) that businesses and brands use to promote themselves and sell their services to potential clients.

Who needs a media kit?

Essentially, everyone! While media kits were traditionally for magazine publications, they’ve evolved into something that is beneficial to bloggers and small businesses as well. Magazines use media kits to sell spots to advertisers, bloggers use media kits to sell ads or sponsored posts and service-based businesses like designers use media kits to promote their design services and packages.

Okay, so now that you know you could use - and in my opinion, need - a media kit! Let's explore what goes into your media kit.

Your media kit goes far beyond your blog or social media stats. It’s an opportunity to show off your personality, style, and unique value. Here are the 10 things that should go into your business' media kit:

1. Your Logo:

You have a logo you're in love with, right? One that really represents your brand and your brand style? If you can't say yes to these questions, I advise you contact a graphic designer to make this happen. A high-quality logo is one of the best investments you'll ever make for your business. 

Your media kit should have a hi-res version of your logo. It should not be fuzzy or pixelated by any means. 

2. About/Bio:

What is your business all about? Tell your potential clients a little about yourself and the goals you have for your business. Include a professional photo and/or images from your website or of your products.

These photos need to be hi-res as well. Don't have a professional headshot? It's time to get on that. Not just for your media kit but for your social media sites, email signatures, promotional materials, etc. Another priceless investment. 

3. Mission + Vision Statement:

There is a difference. A mission statement explains the business’ reason for existence. It describes the business, what it does, and its overall intention.

A vision statement describes the business as it would appear in a future successful state. An effective vision statement is inspirational and aspirational.

Having solid statements will differentiate you from others within your industry or niche. If you don't currently have these, you can use your tagline. 

4. Stats:

Whether you're talking to potential clients or trying to get sponsorships and partners, clients and other businesses are going to want to see the PROOF. Clients will want to know other people trust you and sponsors/partners will want to know how many people they're reaching. Here's some specifics to include:

  • Unique visitors per month
  • Page views per month

These numbers change rapidly, right? To make sure your reader knows what's current, include a "current as of [insert date]" notice. Make sure to update these numbers every three months. An out of date media kit doesn't serve you well. 

5. More Stats:

We can't forget about your social media stats. Social media influencers are huge! How much are your clients/readers/customers engaging with you? Include engagement numbers, the number subscribers on your email list, etc.

6. Appearances + Features:

Have you been featured on a panel or in a webinar? Have you been published on a reputable website or in a well-known publication? Include it!! Here's your chance to showcase your accomplishments. 

7. Services + Products + Opportunities:

What exactly do you do? What do you want to be hired and paid for? While you could use your media kit to solicit ads, you could also use it to get hired for speaking gigs, guest blogging, or for other services and opportunities. 

8. Previous Clients + Partnerships:

Who are your previous clients? Have you worked with a big brand? List the most relevant companies and businesses. Include their logos!

9. Testimonials:

Remember we talked about proof? Having previous clients co-sign your product or service is priceless. Potential clients and partners want to know that other people have had good experiences working with you. 

10. Contact Info:

You can't make it this far without giving them the opportunity to ink the deal. Make it clear that the reader/viewer can contact you and that you want them to. Include multiple ways for them to contact you and/or a way for them to book you now if they've already made up their mind.


  • Design it for your brand. Use your brand color scheme for continuity but don't over do it. It really is about the content so don't distract from that.
  • Did you know you can make interactive PDFs? If you plan on hosting your media kit on your website, make it an interactive one. Include links to the websites of the companies you mention, links to your social sites, and a call-to-action button that allows them to email your straight from the PDF. 
  • If there's a better way to get a message across than in a bulky chunk of text, do it! Include graphs, charts, and infographic design elements.