A media kit, or press kit, is a curated collection of promotional resources designed for journalists and media professionals. It consolidates essential information about an organization, product, event, or individual to make it easy for reporters to access accurate details and assets for their stories. Unlike general marketing collateral, a media kit is specifically tailored for press needs, focusing on factual summaries, high-resolution imagery, and ready-to-publish content like press releases and boilerplate descriptions.

In practice, a tech startup launching a new app might include a product fact sheet, high-resolution screenshots, a founder's biography, and links to video demos. Similarly, a book publisher's media kit for a new author would feature the book synopsis, the author's headshot and biography, notable endorsements, and key reviews. These kits are vital across industries including technology, entertainment, non-profits, publishing, and consumer goods, often distributed digitally via dedicated press pages on websites or platforms like Dropbox.

A well-organized media kit streamlines communication, enhances brand credibility, and significantly increases the likelihood of accurate media coverage by reducing reporter effort. Key limitations include the need for diligent maintenance to keep information current and the challenge of providing sufficient depth without overwhelming users. Digital kits offer wider accessibility but require intuitive organization and security considerations. Future trends include leveraging interactive elements and integrating kits directly into digital PR platforms for enhanced tracking and engagement.