A press-focused kit designed to help media outlets quickly understand your story, assess news value, and say yes to coverage.
Purpose of a Media Kit
A media kit exists to make a journalist’s job easier. The goal of this kit is to answer the Five W’s – who, what, where, when and why. The kit shopuld show why this matters to the media outlet’s audience and be ready and easy to use, with the appropriate photos and text.
Important tip, please pay the photographer for photos and/or get written authorization to use the images. This will be very important to the media outlet. Also, be sure to spell check, and then spell check your text again.
The media kit is not a sponsorship pitch or marketing brochure.
Media Kit Format & Delivery
Best practice:
- One PDF (4–6 pages max)
- One online press page (mirrors the PDF)
- One shared asset folder (photos, logos, video) Use a DropBox or WeShare link.
Media Kit Structure
1) Cover Page
Purpose: Immediate context + credibility
Include:
- Name / Team / Track
- Location (city/state)
- One strong editorial-quality image
- Short descriptor.
Add:
- Media contact name
- Phone (optional but recommended)
2) Story Overview
This is the most important page.
Answer, clearly and quickly:
- Who is this about?
- What is happening?
- Why is it interesting or relevant?
- Why now?
Write this as if it could be copied directly into a news brief. Use 2-3 short paragraphs, sticking to facts and context.
3) About / Background
This is where you can get more personal. Still not salesy, but you can allow you to shine through.
Include: Who you are and how long you’ve been doing this. Include if you are a professional or amateur racer and add 1 or 2 milestones you might have achieved.
Write it in the third-person format keeping it informative. Avoid industry specific jargon unless your kit is solely focused on endemic media. If you are looking for outside the industry coverage, write it so the everyman can read it. Pretend that the reader does not know anything about the sport you compete in.
4) Key Facts & Quick Reference
Media love scannable facts, it allows for a quick hook to get people to read more.
Use bullet points or a fact graphic.
For Racers:
- Hometown
- Discipline(s)
- Years competing
- Current series/class
- Career highlights (top finishes only)
For Tracks:
- Location
- Years in operation
- Event schedule
- Average attendance
- Types of events hosted
This section helps journalists write faster and more accurately. Remember, the purpose of this kit is to make it easy for the journalist to use your story.
5) Recent & Notable Highlights
Provide news hooks.
Examples:
- Upcoming season or major event
- Milestone race or anniversary
- Comeback, progression, or human-interest angle
- Unique aspect (privateer effort, family-run track, etc.)
Avoid listing every result.
Focus on what’s new or different.
6) Quotes (Pre-Approved)
This is a media best practice, it allows for some personality to the story and is often overlooked.
Provide:
- 1–3 short quotes
- Written in a natural speaking voice
- Emotion + insight, not marketing
Example:
“Racing at this level as a privateer means balancing competition, travel, and real life. That’s what makes each weekend meaningful.” – Speedy Racer
7) Visual Assets (Editorial-Ready)
Do not overload the PDF. Provide a link to the kit on your website.
In the kit:
- 3–4 embedded images (small preview size)
- Clear link to full asset folder
Asset folder should include:
- High-resolution action photos (300 dpi)
- Portrait/headshot
- Logos (PNG + SVG)
- Short video clips (if available)
Media best practices for visuals:
- No watermarks
- Clear usage permissions stated
- Accurate captions and photo credits
- No competing logos dominating the image
8) Coverage History
If you’ve been covered before, list it.
Examples:
- Local newspaper
- Regional motorsports outlet
- Broadcast mention
- Online features
9) Media Access & Availability
Make it easy to say yes.
Include:
- Interview availability (in-person / phone / Zoom)
- Event access details (credentialing if applicable)
- Photo/video access policies
- Best contact method and response time
10) Call to Action
Professional, and respectful.
Example CTA:
For story ideas, interviews, or event access, please contact:
[Name]
[Email]
[Phone]
That’s it. No selling.
Media Best Practices
Follow these to increase coverage odds:
- Write in third person
- Assume the journalist knows nothing
- Provide accurate, verifiable facts
- Never exaggerate reach or results
- Make assets easy to download
- Respect deadlines
- Respond quickly and clearly
- Don’t follow up aggressively — one polite follow-up max
If your media kit feels like marketing, it will be ignored.
A successful media kit results in:
- Follow-up questions
- Interview requests
- Photo requests
- Credential inquiries
- Feature or event coverage
Your job is not to convince — it’s to enable.
RESOURCES
Press Release Template
Media Outreach Email Template
