This is mostly photos, but can also include things like videos, data visualizations, and technical specifications. It is a folder full of downloadable assets that supplement a story. What is a media kit?Ī media kit is a component of an online newsroom. It can include everything from press releases, to contact details, to a company about page, to press releases to (you guessed it) media kits. It includes everything a journalist would need to tell a story and understand your brand. It is the public face of all your company news, the home of your media relations. What is an online newsroom?Īn online newsroom is a webpage (ideally) attached to your main website. However, they are two very different things. Some people use the terms ‘media kit’ and ‘online newsroom’ interchangeably. The difference between a media kit and an online newsroom Nowadays, most PR happens via an online newsroom, rather than a physical one as modeled by the lady and gentlemen below. Plus, let's be honest - most companies won't be able to fill up a room with journalists. It makes great TV, but in practice, most companies find it more efficient to pitch to individual journalists. In the modern-day, press conferences are the preserve of large bodies like the White House and FIFA (think: sincere footballers leaning into a row of mics). In the early 2000’s it became best practice to pitch via email rather than at an old-fashioned press conference. The function is still the same: a media kit is a one-stop-shop where a journalist can find every asset they would need to write a story.
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