Assets 10 min read

Creating a Media Kit for Your Startup

A professional media kit makes journalists' jobs easier and your company look polished. Here's everything you need to include and how to organize it.

Last updated: January 2025 Includes 3 templates

Why Media Kits Matter

When a journalist decides to cover your startup, they need assets fast. A well-organized media kit:

  • Saves journalist time — Everything in one place
  • Controls your narrative — Provide the exact descriptions and images you want used
  • Looks professional — Signals you're organized and media-ready
  • Improves SEO — Press page gets indexed and linked

"Half the time I can't find a high-res logo or accurate company description. When a startup has a good press page, they immediately stand out as professional."

— Tech journalist

Media Kit Components

A complete media kit includes:

Essential Components

  • Company overview (multiple lengths)
  • Founder bios and headshots
  • Logo files (multiple formats)
  • Product screenshots
  • Key facts and statistics
  • Press releases archive
  • Media coverage highlights
  • Contact information

Company Overview

Create three versions of your company description:

Short Version (50 words)

For quick references and social media.

Template

[Company] is a [product type] that [key benefit] for [target audience]. Founded in [year], the company [notable achievement]. [Company] is headquartered in [city].

Medium Version (150 words)

For press releases and standard bios.

Long Version (300 words)

For feature stories and detailed backgrounders.

Founder Bios

Headshot Requirements

  • Resolution: At least 1000x1000 pixels
  • Format: JPG and PNG
  • Style: Professional, consistent lighting
  • Background: Simple, not distracting

Bio Structure

Founder Bio Template

[Name] is the [Title] of [Company]. Previously, [Name] [most relevant previous experience]. [Name] holds a [degree] from [institution] and has [notable credential or achievement]. [Optional: personal detail that humanizes].

Logo and Visual Assets

Logo File Requirements

  • SVG — Vector format for any size
  • PNG — Transparent background, high resolution
  • Color versions: Full color, white (for dark backgrounds), black (for light backgrounds)

Product Screenshots

  • Resolution: At least 1920x1080
  • Format: PNG preferred
  • Quantity: 5-10 key screens
  • Naming: Descriptive filenames (product-dashboard.png)

Usage Guidelines

Include brief guidelines on:

  • Minimum clear space around logo
  • Do's and don'ts for logo usage
  • Brand colors (hex codes)

Press Page Setup

URL Structure

Common options:

  • yourcompany.com/press
  • yourcompany.com/newsroom
  • yourcompany.com/media

Page Layout

  1. Company overview at the top
  2. Recent news/press releases
  3. Media coverage highlights
  4. Downloadable assets section
  5. Founder bios and photos
  6. Contact form or email

Download Functionality

Make it easy to download assets:

  • Individual file downloads
  • "Download All" zip option
  • No login required

Maintenance

What to Update When

  • After each funding round: Update stats, add press release
  • Quarterly: Refresh statistics, add recent coverage
  • Major milestones: Update company overview
  • Team changes: Update bios and headshots

Checklist

Media Kit Maintenance Checklist

  • [ ] Company stats are current
  • [ ] All team members listed are still there
  • [ ] Headshots are current
  • [ ] Product screenshots show current UI
  • [ ] Recent press coverage is included
  • [ ] All download links work
  • [ ] Contact information is accurate