A media kit — sometimes called a press kit — is a curated package of information that makes it easier for journalists, bloggers, and potential partners to cover your business accurately. It centralizes your story so others can tell it well. For the nearly 470 member businesses across Lake Forest and Lake Bluff, where local reputation carries real weight, a polished kit can be the difference between a brief mention and a full feature.
The case for building one is straightforward. 75% of journalists rely on kits, according to the Public Relations Society of America, when researching stories — meaning businesses without one forfeit potential coverage before a single pitch is made.
Why Earned Media Outperforms Paid Advertising
Many small business owners assume public relations is something only larger companies can afford. That assumption is worth revisiting. PR-earned media carries 92% more consumer credibility than traditional advertisements, according to Nielsen research — a trust advantage that paid ads simply cannot replicate.
The cost structure is equally compelling. According to Mailchimp, press kits help small businesses define their brand story and facilitate media relationships — and because PR focuses on earned media, businesses don't pay for any coverage received.
Bottom line: A media kit doesn't require a PR agency or a large budget. It requires preparation.
What Goes Into a Media Kit
A well-built media kit gives journalists and partners everything they need without asking twice. Here are the six essential components:
Company overview. Two to three paragraphs covering what your business does, who it serves, and what makes it distinctive. Write it once and keep it current — this is the foundation that everything else builds on.
Key team bios. Short, factual bios for founders or executives most likely to be quoted. Journalists need names to cite and a quick sense of who's behind the business.
Recent press releases. Press releases drive editorial content ideas for nearly 70% of journalists, according to Agility PR Solutions — making them one of the highest-impact components in any media kit. Include your three most recent, even if you haven't issued many.
Product or service information. A clear, jargon-free summary of what you offer. Link to relevant landing pages where appropriate, and avoid internal shorthand that only your team would recognize.
Media coverage clippings. Links or screenshots of positive coverage you've already received. If another outlet thought you were worth covering, a new contact is more likely to agree.
Contact information. Name, email, and phone number for whoever handles media inquiries. Don't make reporters dig for this — it's the last thing you want to be a barrier.
Where to Host Your Media Kit
The format matters almost as much as the content. Hosting your kit as a webpage is the recommended approach for most small businesses, according to eReleases — it's always accessible and easy to update, unlike a PDF, which requires creating an entirely new version every time something changes.
A press page also gets indexed by search engines. Journalists who search your business name may land directly on your media resources, entirely on their own timeline and without waiting for a pitch.
Repurposing Kit Materials for Presentations
The materials in your media kit don't have to stay locked inside a press page. Company overviews, product summaries, and coverage highlights translate directly into pitch decks and stakeholder presentations. If your existing documents are saved as PDFs, you can convert a PDF to a PPT using Adobe Acrobat's free online converter — drag the file in, and the tool outputs an editable PowerPoint that preserves your original formatting, with no software installation required.
Keeping Your Kit Current
A media kit that's a year out of date works against you. The Chamber of Commerce of the Palm Beaches recommends updating it every quarter — or after major milestones like leadership changes or award recognition — because reporters and partners routinely operate on short deadlines and need verified, current information.
Set a quarterly calendar reminder. Add press releases as you publish them. Update team bios after promotions or new hires. Treat the kit as a living document, not a one-time project.
For the Lake Forest and Lake Bluff Business Community
Our business community runs on relationships — the Chamber's networking events, the Think Local First initiative, and the monthly Member Spotlight program all reflect that. A media kit puts those relationships on firmer ground. When a regional outlet, local publication, or visiting journalist wants to profile one of our member businesses, a well-prepared kit is what turns a quick mention into a story worth reading.
If you haven't built yours yet, now is a good time to start. The Lake Forest/Lake Bluff Chamber of Commerce actively promotes member businesses and highlights their stories — having a ready media kit means you're prepared when that opportunity arrives.
This Hot Deal is promoted by Lake Forest/Lake Bluff Chamber of Commerce.