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Online Media Kit: What to Include

pr foundations May 01, 2021

Media kits help journalists compile information, facts and figures to use in their story. If done correctly, this tool (usually a page or downloadable folder on your website) has the power to position you as an industry expert, making you a trusted voice of reason that can be approached time and time again by the media. 

Why should I have an online media kit? 

The media are increasingly under pressure to move fast. They work through hundreds of pitches and tips on any given day, working towards multiple deadlines and simultaneous stories. 

In today’s media landscape, giving journalists easy, timely and instant access to accurate company information and engaging brand assets can mean the difference between a small mention and prime placement in a feature news story. 

Our recommendations:

At D&CO our goal is for our clients to have mutually beneficial relationships with the media. We therefore want to make it as easy as possible for journalists to find key information that we know they are looking for. For example:

  • Your boilerplate (official company ‘about us’). We write this in a particular style that will likely be copied and pasted by journalists so that your key messaging does not change. 
  • Product information 
  • Company facts
  • Spokespersons bios
  • Awards won
  • Images (that are ready to go, correct file sizes, types! Did you know some media outlets will only use landscape shots?! So make sure you have a good combination of portrait and landscape)
  • Relevant contact information

Taking the time to build an asset-rich online media kit on your website that gives instant access to company resources that journalists need to tell your story, will ensure correct and up to date information gets used, and increase the likelihood of them calling you again. 

Examples of online media kits we love and why

Oculus Engineering and their Oculus Engineering Online Media Kit

We love this because this media page is accessible from the main menu (found under 'MEDIA'). Brilliantly and vibrantly designed, this page is brand aligned, includes recent media coverage, key spokespeople, media contacts, and information on key stats and issues for their industry. 

Hnry and their online media portal

Why we love this? Designed on Notion, this online media portal has everything, from correct name pronunciation, brand assets, spokesperson profiles and photos and press clippings. Hnry has made it super easy to find what you need to write a story and included a media direct email if further info is needed. 


FlexiTime  and their News and Media section

Found under Resources, FlexiTime's 'News and Media' section has the stats that journalists are looking for along with a downloadable media kit, photos and recent stories. 


Need help building your kit? Contact us for a non-obligation call [email protected]



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