What Goes in a Media Kit — and Why Chandler Businesses Can't Skip It

Studies cited by eReleases show that 70% of journalists prefer self-serve access to company information rather than waiting for email responses — meaning if your business doesn't have materials ready, you've likely already missed coverage you never knew was possible. A media kit (also called a press kit) is a curated package of information, brand assets, and background content that makes it easy for journalists, advertisers, and potential partners to learn about your business without any back-and-forth. In a metro as competitive as Greater Phoenix, where technology firms, healthcare organizations, and small businesses compete for attention in a 5-million-person market, a strong media kit can be the difference between being the story and being a footnote.

What a Media Kit Actually Is

A common misconception is that media kits are only useful for chasing newspaper coverage. According to PR Newswire, a media kit reaches well beyond journalists — it's designed for advertisers, strategic partners, and consumers who want to understand your brand before making a decision. Think of it as your business's introductory handshake: always available, always current, requiring nothing from you in the moment.

Why You Can't Wait Until a Reporter Calls

When a journalist gets interested in your business, they're rarely going to wait while you scramble to pull together a bio, a logo, and a recent press release. Mailchimp notes that reporters receive hundreds — if not thousands — of pitches a day, and a well-prepared press kit makes coverage significantly more likely by giving reporters instant access to brand assets without the need for email exchanges.

There's also a control issue. According to Foundr, businesses without a media kit lose control of their brand story when reporters patch together outdated logos and incorrect information from search results. You'd rather define your own narrative than let a search engine do it for you.

Bottom line: A media kit isn't reactive — it's a standing invitation for coverage on your terms.

Company Overview: Your Business in One Read

Every media kit starts with a company overview — a tight summary of who you are, what you do, when you were founded, and what sets you apart. This isn't your full "About Us" page; it's a one-to-two-minute read that orients anyone unfamiliar with your business.

The U.S. Small Business Administration recommends that businesses set up a dedicated press room on their website for press releases and announcements, and use trackable links to measure how much traffic those releases drive back to the site. Your company overview is the anchor of that press room.

Leadership Bios

Short bios for key executives or team members — typically 75 to 150 words each, written in third person — belong in every media kit. Journalists covering your business often want to quote or reference a specific person, and accurate, current bios save them time while positioning your leadership as accessible and quotable.

One thing that catches people off guard: keep these updated. A bio listing a role someone left two years ago is worse than no bio at all.

Press Releases and Media Clippings

Your media kit should include copies of your recent press releases — typically the last three to five — along with links or clippings of positive coverage your business has already received. This tells a journalist what you've been saying publicly and what angles other outlets have already covered.

According to SCORE, entrepreneurs often struggle with limited marketing budgets and reduced access to high-profile media — but earned media builds real authority cheaply, improving SEO and positioning a business as an industry voice at little to no cost. Even a single well-placed article or quote is worth including as a media clipping.

Product and Service Information

Describe your products or services in journalist-friendly terms — not a sales pitch, but a clear and accurate summary of what you offer and who it's for. If you serve distinct customer segments or product lines, a brief breakdown by category helps reporters contextualize your business for their specific readership.

Keep this section factual and concise. You're helping reporters understand you, not convincing them to buy.

Contact Information and How to Package Everything

Close every media kit with a media contact: a specific name, email address, and phone number for whoever handles press inquiries — not a generic "info@" address. Reporters on deadline don't have time to figure out who to call.

Once you've assembled your materials, save everything as PDFs. PDFs preserve formatting across operating systems and devices, so your documents look exactly as intended whether someone opens them on a Mac, a PC, or a phone. If you need to trim a page, adjust margins, or resize a document before sharing, you can take a look at Adobe Acrobat's free online crop tool — a drag-and-drop option that works in any browser without installing software.

Putting It to Work in Chandler

The Chandler Chamber of Commerce gives members direct channels to get their story out, including the ability to feature press releases in the monthly magazine and publish member announcements through the Chamber network. If you're just starting to build a media presence, those channels are a natural distribution point for a press release that links back to your full media kit online.

You don't need a polished 20-page document to get started. A one-page company overview, one or two leadership bios, and your most recent press release is a functional media kit. Build from there as your coverage grows.

The sooner your media kit is live, the sooner it's working for you — whether a journalist finds your website on a Tuesday night or a prospective partner checks your background before a meeting. Make it easy for people to say yes.