A media kit — also called a press kit — is a prepared package of information that tells your company's story to journalists, bloggers, event organizers, and potential partners who want to learn more about you. The components of a media kit are straightforward: company background, key people, recent news, products or services, and contact information — all in one place. For businesses across New Hampshire's Lakes Region, where travel writers, regional publications, and tourism influencers regularly look for story ideas, having this package ready before they come looking is one of the most effective PR moves you can make without a big marketing budget.
Why Your Website Isn't Enough
The assumption is that your website gives journalists everything they need. It usually doesn't.
Foundr points out that reporters who can't find a press kit will piece together assets on Google, potentially surfacing old logos and outdated information — leaving you without command of that first impression. A media kit puts you in control of what gets found and how your story gets told.
The credibility payoff matters too. A YouGov survey found that earned media beats paid ads by a wide margin — more than 9 in 10 consumers trusted editorial coverage, compared to about 50% who trusted advertising. A press kit makes earning that coverage significantly more likely.
What a Strong Media Kit Contains
A well-built media kit covers six components. You don't need every element on day one, but the closer you get to complete, the easier you make a journalist's job — and the more likely they are to cover you.
Company overview. Two to three paragraphs explaining what you do, who you serve, and what makes you worth a story. Write this the way you'd introduce your business at a Let's MEET networking event — warm, specific, and confident.
Key team bios. Journalists often want a person behind the story. Include a professional photo, a brief bio (100–150 words), and a note on each person's relevant expertise. If your business has been family-run for three generations, lead with that — it's a story.
Recent press releases. Keep your last few releases in the kit. They show your business generates news and give media contacts a template for how you frame milestones. Lakes Region Chamber members already have press release distribution as a membership benefit — those documents belong in your kit.
Product and service information. Clear descriptions, high-resolution photos, and pricing ranges where appropriate. Don't make a journalist hunt for what you actually sell.
Media clippings. Links or PDFs of any positive coverage you've already received. This signals credibility — others have already vetted you as worth writing about.
Press contact. A direct email address, a phone number, and ideally a response time expectation. A journalist on deadline who can't reach you will find a different story.
Online First, PDF Second
Building your kit once and emailing it on request is a common pattern — but not current best practice. Hosting your press kit online makes it easier to update, more user-friendly for journalists, and indexable by search engines — all advantages over a PDF attachment you send only when asked. A page on your website labeled "Press" or "Media" is all it takes.
PDFs still have a place for direct outreach and printed materials. If parts of your kit are already saved as PDFs — a product sheet, an overview brochure — you can convert a PDF to a PPT to repurpose that content for presentations and pitch decks without rebuilding anything from scratch. Adobe Acrobat's free online tool lets you drag in a PDF and get back an editable PowerPoint file, no software installation required.
Keep It Current
A kit built two years ago can work against you if the details are stale. Update your kit every quarter — or after any major milestone like a new hire, an award, or a significant renovation — to keep your information accurate for journalists and partners.
For Lakes Region businesses with seasonal rhythms, the smart time to refresh is before peak season opens. A new summer menu, a staff addition, recent coverage from a community event like Come Catch the Glow — each update makes your kit more compelling for the next person who comes looking.
Start Small, Then Build
Press coverage builds credibility advertising can't match, and a well-prepared press kit makes earning it significantly more likely — but you don't need a perfect kit before your first pitch.
A company overview, one or two bios, a recent press release, product information, and a press contact is enough to get started. The Lakes Region Chamber's press release distribution benefit means your news is already positioned to reach local media. A solid media kit ensures that when someone picks up the story, they have everything they need to get it right.
