Media kit template for startups.
What a media kit (press kit) holds, a template to copy, a filled-in example, and where to put it so journalists find it.
Short answer: a media kit, also called a press kit, is one page on your website with everything a journalist needs to write about you without asking: a short company description, founder bios, key facts, logos and photos, recent news and a media contact. Put it at an address like yourcompany.com/press, keep it ungated, and update it whenever a fact changes.
What goes in a media kit
- About the company. Two or three sentences, the same ones you use at the end of every press release (the boilerplate).
- Fact sheet. Founded, based in, what you do, for whom, and only the numbers you can back up.
- Founder and executive bios. A one-sentence version and a one-paragraph version for each person who speaks to the press.
- What you can talk about. Three to five topics your founder can comment on, so a journalist knows when to call.
- Logos and photos. A logo for light and dark backgrounds, horizontal and vertical headshots, product images, and how to credit them.
- Recent news. Links to articles about you and to your announcements.
- Media contact. A name, an email and a phone number that someone answers.
Media kit template
Copy it to a page on your website and replace everything in brackets.
[Company] press page
About [Company]
[Two or three sentences: what the company does, for whom, where it is based, when it was founded.]
Fact sheet
Founded: [year] · Based in: [city] · What we do: [one line] · Customers or users: [only numbers you can back up] · Funding: [only rounds you have announced] · Website: [address]
[Founder name], [Title]
Short bio: [one sentence]
Long bio: [one paragraph: background, what they built, what they are known for]
What [Founder] can talk about
[Topic 1] · [Topic 2] · [Topic 3]
Logos and photos
[Link to a folder]: logo (PNG and SVG, light and dark), headshots (horizontal and vertical), product images. Credit: [photographer or "courtesy of Company"].
Recent news
[Headline, publication, link] · [Headline, publication, link] · [Announcement, link]
Media contact
[Name] · [Email] · [Phone]
A filled-in example
The company and the people are made up.
Brightwell Health press page
About Brightwell Health
Brightwell Health makes intake software for small medical clinics. Patients fill in their forms on their phone before they arrive, so front-desk staff spend their time on the people in the room. It works with clinics in the US and Canada.
Fact sheet
Based in: Denver · What we do: patient intake software for small clinics · Website: brightwell.example
Sam Ortiz, Co-founder and CEO
Short bio: Sam Ortiz ran front desks at two family clinics before founding Brightwell Health.
Long bio: Before Brightwell, Sam managed patient intake at two family clinics, where most of the day went into paper forms. Sam founded Brightwell to give that time back to staff, and speaks about staffing in small clinics and how patients use their phones for health admin.
What Sam can talk about
Staffing in small clinics · Patient intake and wait times · Health admin on phones
Media contact
Alex Kim · press@brightwell.example
Where to put it
On your own website, at a short address such as /press, as a normal page rather than only a PDF, so journalists, search engines and AI assistants can read it. A PDF version can sit next to it. Link it from your footer and from the end of every press release. Don’t ask for an email address before showing it: a journalist on a deadline won’t fill in a form.
Writing the announcement itself? Use the press release template (the boilerplate there is the same "About" text). Pitching a journalist? Start from the pitch email template. Want to know what AI assistants say about you today? Run the free AI mention check.
Questions founders ask
What is the difference between a media kit and a press kit?
For PR, most people use both words for the same thing: a page with your company facts, bios, photos and press contact. Some publications also call their advertising rate card a media kit.
Where should a media kit live?
On your own website, at a short address such as /press, as a normal page. A PDF can sit next to it, but a page is easier for journalists, search engines and AI assistants to read.
Should a media kit ask for an email address?
No. A journalist on a deadline won't fill in a form to see your logo.
How often should I update it?
Whenever a fact changes: a new title, a new round you have announced, a new article about you.
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examples and ideas.
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