Quick answer: A media kit, also called a press kit, is the collection of documents and assets that makes it easy for journalists, newsletter authors, and launch partners to write about your product. It contains the story, the facts, the visuals, and the contact details in one place.

The test for a good media kit: a writer can publish an accurate piece without following up.

What's in a media kit

Component Content
Product overview One paragraph on what the product is and who it's for
The story Why it exists, the problem, the founding moment
Fact sheet Pricing, availability, platforms, company details
Screenshots Product screenshots, gallery images, OG images
Logo files Color, monochrome, and icon versions
Founder bios Short bios, headshots, and links
Founders' quotes One or two usable, attributed quotes
Media contact The person to email and the response time
FAQ The questions writers usually ask

How it differs from a brand kit

A brand kit is the identity assets (colors, fonts, logo rules). A media kit is a press package. The logo and screenshots from the brand kit are reused in the media kit, but the media kit adds the narrative and facts.

Where it lives

A media kit is usually one page on the website, often at /press, /media, or /about/press, with a download link to a ZIP containing the images. The page should load the latest screenshots and the current pricing.

The screenshots and images

  • Product screenshots at high resolution, in the gallery size for Product Hunt and other launches.
  • At least one wide hero image and one square.
  • Founders' headshots if the company is covered as a story.
  • The logo in transparent PNG, color and monochrome.

The fact sheet

The fact sheet is the most efficient part of the kit. It contains the facts a writer would otherwise have to ask for:

  • The product name and the launch date.
  • The platforms and availability.
  • The pricing and the free tier.
  • The company location and the founding year.
  • The team size.
  • The official spelling and capitalization.

Keep every fact in the kit up to date. The launch asset checklist covers the visual version of this.

The founders' quotes

A pre-written, attributed quote from the founder saves the writer time and gives the launch the founder's voice. The quote must be real and usable; it's not a marketing line.

Common mistakes

  • Pricing that doesn't match the site.
  • Screenshots of the old UI.
  • A ZIP with no fact sheet.
  • No contact email.
  • Buzzwords instead of the problem.
  • Logos only as JPGs. Provide transparent PNGs.

Frequently asked questions

Is a media kit the same as a press release? No. The press release is a single announcement; the media kit is the package around it.

Does a small startup need a media kit? A one-page version, yes. The press page is cheap to create and saves every launch week.

What format should the screenshots be? PNG, transparent where needed, at full resolution.

Do I need to include financials? Only for a fundraising or regulated announcement; product launches don't.

How does the launch kit relate to the media kit? The Neatico Product Launch Kit generates the social and gallery assets that the media kit also needs, so the press package pulls the same images.

Build the press page before launch. The best media kits are the ones that were already there when the first journalist clicked.