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What journalists want in a media kit


Invented a new product, software or app? Need to gain publicity for your product? Then you will need a  media kit. A media kit is an advertising tool for you to reach out to journalists and influencers.

It provides information on your product, your branding, your customers, your finances and more.

Each media kit is unique and different. Based on your product type, you would need to calibrate your media kit for users and the press.

Hear first hand from a journalist on what makes a great media kit.

1. Contact details 

Contact details are an important part of the media kit. It allows journalists to touch base with you on any media inquiries or advertising partnerships that they want to create with you.

Having a designated email for media inquiries is good. If you have a phone or Whatsapp number, that would be even better. Having instant contact with journalists will streamline the whole advertising process.

2. Product information


If you want word to get out on your new product then you would have to provide information on your product. The more details, the better.

This can take the forms of prose, info graphics, video tutorials or blog posts. Interactive forms of media tend to engage users more.

You would also need to spell out the terms of use of your materials. Adding a note that materials are free to use, not bound by copyright, would be very useful for a journalist.

That way journalists do not have to go through the whole legal process of seeking permission and waiting for replies.

3. Algorithms or Under the hood 


More in-depth information about your product would be great content for journalists. Share as much formulas, algorithms or engineering that has gone into your product.

This would create interesting content for readers and journalists would be better able to engage readers on a certain topic.

4. Trademark

You’ve created an awesome product, a brand name and a shiny new logo for your business.

You wouldn’t want journalists to be using the wrong logo and brand name for your product. You also wouldn’t want journalists to be using photos that do not align with your product niche or target audience.

Make trademarks freely available for journalists to use and spell out the terms of use.

Eg. you are allowed to use this logo without making any alterations to it, you are allowed to use large or small icons depending on your mode of media, you are allowed to use this logo colour on white or dark backgrounds.

This would give many journalists peace of mind when writing about your product since they do not need to worry about copyright infringements or misaligned product reviews.

5. Statistics 


Numbers paint a picture.

Including indicators such as number of users, number of followers on social media, amount of sales in the past year or quarter, number of companies you have worked with, product obtained statistics, survey results etc. will be really good information for journalists.

Featuring statistics in a product review would engage readers and allow readers to form an opinion of your product.

6. Company overview and financial information 

If you are a large company with multiple product lines, providing a short summary of your company would highlight to journalists your niche areas.

Healthy financial information about your company would look really great for you. You may also wish to include information on whatever investments you have received from venture capitalists, angel investors or financial institutions.

Visibility of such information would gain traction for your product.

7. Customer reviews and news coverage

If you have received positive customer testimonials for your product, you might want to highlight these to journalists.

If you have already been featured in various media outlets, highlighting this to users or journalists would be great in winning over consumers or journalists.

Customer testimonials and news coverage gives much credence and validation to your product.

8. Photos of team members

You may want to include an introduction of your team members. Who’s who in the company and the kind of culture that your company espouses. Photos of founders and CEO’s are great, they allow consumers to associate a product with a person.

Highlighting team members work experience or qualifications lends credence to your company and product.

9. Brands that you have worked with 

If you have existing partnerships with other companies that use your product, you may want to publish this in your media kit.

Partnerships with other brands would give your company more credibility and assurance to consumers.

Hyped about creating your media kit?

head on to Canva which provides beautiful templates for your media kit.






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