Why and how to use a media kit in your 2020 PR efforts

As we finalize PR plans for the coming decade, one key PR tool shouldn’t get left behind in the 2010s: the media kit.

PR pros are becoming more cross-functional, working with media outlets facing scarce resources and time, and playing a crucial role in the brand’s overall marketing strategy.

Along the way, many have forgone the media kit as part of a strategic plan for clients.

Today, we can create media kits that are digital, interactive tools. Organizations can share high-resolution downloadable images, video content and survey data for grab-and-go media resources. Digitally interactive media kits create one place for busy writers, producers and editors to include your brand in their coverage.

When created properly, a media kit shouldn’t be a jargon-filled, stale book of branded sales information that never sees the light of day. A media kit should solve many of the problems PR pros face in a changing earned-media landscape.

Additionally, PR pros who represent social media influencers have all the more incentive to create transparent and robust media kits for their clients in light of Instagram’s potential hiding of “likes.” Accurate audience insights in a media kit will be necessary for influencers to continue brand partnerships.