Building a Media Kit for Your Small Business
When a journalist, podcast host, event organizer or potential partner wants to feature your business, they usually want the same things: a short description, a few facts, good photos and a person to contact. A media kit puts all of that in one tidy place. Here is how to build one for your small business in an afternoon, with a template you can copy.
Key takeaways
- A media kit is a ready-made pack of facts, stories, images and contacts that helps others write about or partner with your business.
- The core pieces are a boilerplate, a fact sheet, a founder bio, approved photos, your logo and a press contact.
- Keep it short, accurate and easy to download, ideally as a simple web page plus a PDF.
- Review it every few months so the numbers, photos and contact details stay current.
Many small business owners assume media kits are only for big brands or influencers. In reality, they are even more useful when you are small. Journalists and organizers work on tight deadlines. If they have to email you three times for a photo or a correct spelling of your name, they may move on to someone who made it easy.
A good media kit also saves you time. Instead of writing a fresh description of your business for every podcast, award entry, local newspaper, market organizer or collaboration request, you send one link. Mid-year is a natural time to build one, because summer events, awards and local features are being planned right now.
What a media kit is and who uses it
A media kit, sometimes called a press kit, is a collection of information about your business prepared for people who will talk about you in public. It answers the basic questions before anyone has to ask them.
The people who use it include:
- Journalists and bloggers writing a feature, a gift guide or a local business story.
- Podcast and video hosts who need a short introduction and a headshot for their show notes.
- Event and market organizers who promote exhibitors and speakers.
- Brand partners and collaborators deciding whether to work with you.
- Award panels and local business groups preparing listings or shortlists.
- Stockists and wholesale buyers who want product images and a brand story.
Creators and influencers often use the term "media kit" for a document that shows audience size and sponsorship rates. That is a slightly different thing. This guide focuses on the business version: a pack that helps others tell your story accurately.
The core pieces of a small business media kit
You do not need a glossy brochure. You need a handful of clear, accurate building blocks. Start with these.
1. Boilerplate
A boilerplate is a short paragraph, usually 50 to 100 words, that describes your business. It covers what you do, who you serve, where you are based and what makes you different. Journalists often paste it at the end of an article, so write it in the third person and keep it factual.
2. Fact sheet
A fact sheet is a quick list of key details: business name, founding year, founders, location, what you sell, service area, notable milestones and website. Only include numbers you are comfortable seeing in print, and make sure every one is accurate.
3. Founder or team bios
Write a short bio (about 50 words) and a longer one (about 150 words) for each person who might be quoted. Include relevant background, why they started or joined the business and one human detail that makes the story memorable.
4. Your story
A few paragraphs on how the business began, the problem you solve and where you are heading. This is where you give a writer an angle. Keep it honest, specific and free of jargon.
5. Images
Offer a small set of high-resolution photos: a founder headshot, a team or workplace shot, a few product or service photos and your logo in common formats. Name the files clearly, such as "bakery-founder-headshot.jpg", and make sure you have the right to share every image.
6. Press coverage and proof
If you have been featured before, list the outlet, headline and date. You can also add a few short customer quotes or awards. Only use customer quotes with their permission.
7. Contact details
Name one person as the media contact, with an email and, if you like, a phone number. State how quickly you usually respond. A journalist on deadline will choose the business that answers today.
Pro tip
Write a ready-to-use quote from the founder about your business or your industry and include it in the kit. Some writers will use it as is, and it gives everyone a sense of your voice before they call.
How to build your media kit step by step
Block out two or three hours and work through these steps in order. You can always polish it later.
- Collect what you already have. Gather your About page, existing bios, logo files, best photos and any past coverage into one folder.
- Write the boilerplate. Draft it, read it aloud and cut anything vague. Aim for a paragraph a stranger could understand.
- Build the fact sheet. List the key facts and double-check dates, names and spellings.
- Write the bios. Short and long versions for each spokesperson, in the third person.
- Choose your images. Pick eight to twelve strong photos. Check you own them or have permission to share them.
- Add proof. List coverage, awards or approved customer quotes.
- Assemble it. Create a simple web page and a downloadable PDF, plus a zipped folder of images.
- Share and test. Send it to a friend outside your industry and ask whether anything is unclear or missing.
AI writing tools such as ChatGPT, Claude, Gemini or Grammarly can help you tighten a draft boilerplate or shorten a long bio. Always check the output for accuracy and tone, never paste in confidential information, and review each tool's current features, pricing and privacy policy.
A media kit template you can copy
Use this table as a checklist while you assemble your kit. The examples are made up for a hypothetical bakery and are only there to show the level of detail.
| Section | What to include | Example (made up) | Last updated |
|---|---|---|---|
| Boilerplate | 50 to 100 words, third person | "Hilltop Bakes is a family-run sourdough bakery in a small market town, known for slow-fermented loaves and seasonal pastries." | June |
| Fact sheet | Founded, founders, location, products, milestones | Founded 2021, two founders, wholesale to 12 local cafes (example figure) | June |
| Images | Headshot, team, product, logo files | 10 photos plus logo in two formats, all owned by the business | May |
| Media contact | Name, email, response time | Sam, via the business press inbox, replies within one working day | June |
Add rows for story, bios, coverage and quotes as you go. The "last updated" column is the one most people forget, and it is the one that keeps your kit trustworthy.
Where to host and how to share it
Make your media kit easy to find and easy to grab. A few options work well for small businesses.
- A press page on your website. Add a "Press" or "Media" link in your footer. Include the boilerplate, fact sheet, bios, a contact and a download link for images.
- A downloadable PDF. Keep it to two to four pages. Many people still like a single file they can forward.
- A shared folder of images. A cloud folder with clearly named, high-resolution files saves you from emailing attachments.
- A link in your email signature. Handy when you are pitching stories or applying to events.
Whichever you choose, make sure links work without asking people to request access. A locked folder is a small obstacle that can cost you a feature.
Common mistake
Filling the kit with marketing slogans instead of facts. Phrases such as "world-class" and "passionate about excellence" give a writer nothing to work with. Specific details, like how you started, what you make and who buys it, are what turn into good stories.
Using your media kit to earn coverage
A media kit does not get you press on its own. It supports your outreach and makes every opportunity easier to say yes to.
Pitch with a story, link the kit
When you contact a journalist or podcast host, lead with a short, relevant story idea in a few sentences. Then link the media kit for background. Do not attach large files to a first email.
Match the season
Local outlets often look for summer stories: events, outdoor activities, seasonal products and businesses doing something new. Gift guides for later in the year are often planned months ahead too. Tie your pitch to what is happening, and update your kit with seasonal photos.
Be careful with claims and permissions
Only include facts you can stand behind. Avoid sharing confidential numbers, customer details or anything you would not want printed. If your kit includes customer photos, quotes or posts, get permission before reusing them. If you are unsure about trademark, privacy or contract questions, this is general information, not legal advice, so speak to a qualified professional.
Hypothetical example
Marco runs a bike repair shop and hears that a local radio show is featuring businesses that help people commute by bike. He sends a three-sentence pitch about his free summer safety checks and links his media page. The producer downloads his headshot and boilerplate, books him for a short segment and uses his prepared quote in the show notes. The whole exchange takes two emails because everything was ready.
Keep your media kit fresh
An out-of-date kit can do more harm than no kit at all. Old prices, a former team member or a closed location can end up in print. Put a recurring reminder in your calendar.
- Every quarter: check the fact sheet, contact details and links.
- Twice a year: refresh photos so they match your current products, premises and team.
- After any big change: such as a new location, product line, award or hire, update the kit the same week.
- Every year: reread the boilerplate and story, and rewrite anything that no longer sounds like you.
Your media kit checklist
- Gather your About page, logo, photos and past coverage in one folder
- Write a 50 to 100 word boilerplate in the third person
- Build an accurate fact sheet and double-check every detail
- Write short and long bios for each spokesperson
- Choose eight to twelve high-resolution photos you have the right to share
- Add coverage, awards and approved customer quotes
- Name one media contact and state your response time
- Publish a press page and a PDF, with a working image folder link
- Set a quarterly reminder to review and update the kit
Frequently asked questions
How long should a small business media kit be?
Short. A web page that fits on a few screens, or a PDF of two to four pages, is plenty for most small businesses. Writers want to find the facts fast, so put the boilerplate and contact details near the top.
Should I include prices in my media kit?
Only if they are stable and you are happy to see them published. Prices change, and an old figure can stay online for years. Many businesses list a price range or point readers to the website for current pricing instead.
Do I need a professional photographer?
Not necessarily. Clear, well-lit photos taken with a good phone in natural light can work well. What matters most is that the images are sharp, current and show your business honestly. Invest in a professional shoot when you can, starting with a founder headshot.
Is a media kit the same as a press release?
No. A press release announces one specific piece of news. A media kit is the background information that sits behind every story about you. You can link your media kit from a press release so writers have everything in one place.
Related reading
The bottom line
A media kit is one of the simplest marketing assets a small business can build, and one of the most useful. With a clear boilerplate, an accurate fact sheet, friendly bios, good photos and a named contact, you make it easy for journalists, hosts, organizers and partners to say yes.
Set aside an afternoon this week, fill in the template above and publish a simple press page. The next time someone asks "Can you send me some information?", you will have a polished answer ready in one link.
