Press Releases vs Media Kits: Why You Need Both (and How to Use Them Right)
Image from Leo Lin via Flaunter
PR professionals, just like builders with a hammer and measuring tape, rely on a media kit and a press release. Both are essential tools of the trade - and while they can absolutely work hand-in-hand, they’re not interchangeable. You wouldn’t measure timber with a hammer, and you shouldn’t try to announce breaking news with a media kit. You don’t want to have one without the other, but more importantly, you want to understand when and how to use each.
Knowing how to send a press release or build a media kit isn’t just about ticking boxes - it’s about using the right digital PR tools to get your brand noticed. Because in PR, timing and relevance is everything - and using the wrong tool at the wrong time can mean the difference between getting featured or getting ignored. Whether you're managing your own outreach or building a media list from scratch, understanding the role of each asset is key to getting press coverage.
So if you’ve ever asked yourself how to get media coverage or how to promote your brand more effectively, start with the basics: press releases, media kits, and the timing that ties them together.
What’s their purpose?
Press Release
A press release is your announcement. It’s how you let the media - and in turn, your audience – know about product launches, events, new campaigns, partnerships, or anything else newsworthy. Their short, sharp and designed to grab attention.
Think of it as your brand’s headline moment. It’s not the full story, but it’s the hook that gets journalists interested. A well-written press release gives editors everything they need to decide whether your news is worth covering - and it does it in one page (two, max).
But here’s the catch: a press release works best when it’s backed by something more substantial — your media kit. While a press release shouts, “Look at me!”, your media kit calmly says, “Here’s everything you need to know.”
Media Kit
A media kit is like your brand’s cheat sheet. A comprehensive resource media can refer to anytime for context, visuals, and background info. Think if it as your brand’s resume, portfolio, and elevator pitch all rolled into one.
While a press release is designed to grab attention, a media kit is built to hold it. It includes everything from your brand story and high-res imagery to bios, product specs, FAQs, and past press coverage. It's not just about what’s new – it's about who you are, what you stand for, and why you’re worth writing about.
And unlike a press-release, which is time-sensitive and sent out when there’s news to share, your media kit should be always-on and easy to access. Journalists don’t want to chase assets back and forth, or get excited by a press release only to hit a dead end when there’s nowhere to go for visuals, product details, or supporting info. And the truth is — no one has time to hunt for it.
That’s why having a well-organised, up-to-date media kit is one of the smartest moves you can make in PR. It’s the tool that supports your press releases, strengthens your pitches, and makes it easier for media to say “yes” to covering your brand.
What’s inside?
We’ve touched on it lightly, but let’s really zoom in on what goes inside these two PR essentials: the press release and the media kit.
Press Release
Writing a press release isn’t just about ticking boxes — it’s about structure, clarity, and impact. Think of it as your brand’s headline moment. Here’s what a well-crafted press release should include:
Headline: Your first point of engagement. It should be eye-catching, informative, and reflective of the story - ideally in 8–10 words. If it doesn’t make someone want to read more, it’s not doing its job.
Dateline: The date and location of the news or event. This helps journalists quickly assess the timeliness and relevance of your story. If you’ve scored coverage but the event happened a year ago… well, that’s a bit awkward.
Lead Sentence: This is your “who, what, when, where, why, and how” moment. It should answer the key questions upfront and set the tone for the rest of the release.
Body: Here’s where you elaborate. Start with the most important details and work your way down. Include quotes, context, and anything that adds depth — but keep it tight. Journalists don’t have time for fluff.
Boilerplate: A short, standardised paragraph about your brand or company. It’s your go-to blurb that can be reused across all press releases.
Contact Information: Make it easy for journalists to follow up. Include a name, email, phone number, and links to your socials. Most importantly? Include a link to your media kit. If a journalist wants to run with your story, they’ll need visuals, product specs, and background info - and they won’t want to chase it down.
Because let’s be honest — journalists don’t want to play email ping-pong for assets. If your press release sparks interest, your media kit should be ready to seal the deal.
Media Kit
A strong media kit should include:
Brand story and bio: Who you are, what you stand for, who started the brand, and why it exists. This is your chance to connect on a human level.
Logos and high-res images: Make it easy for media to grab the right visuals without chasing you down. You could also consider including samples of articles & press coverage by other journalists.
Past press releases: Enables journalists to see what’s been happening and how your brand has evolved.
Documents: Think lookbooks, presentations, product catalogues, or campaign decks.
Product specs: Clear, concise details that help media understand what you’re offering.
Contact details and social media profiles: It sounds obvious, but some people forget!
How and when to send them to media?
Press Release:
Typically sent as a PDF or embedded in an email directly to journalists. It’s short, sharp, and designed to spark interest fast. You’ll want to send it when there’s something timely and newsworthy to share.
Media Kit:
Often hosted as a downloadable PDF, a dedicated page on your website, or an online folder with multiple assets. It’s your always-on resource for media to access anytime - and if you want to make it even easier, media management platforms like Flaunter offer a smart way to store and share your media kit online, so journalists can find everything they need without the back-and-forth.
With Flaunter, you can store all your media assets — including press releases, high-res imagery, product specs, and brand documents — in one centralised, easy-to-access location. Doing this might just be the smartest PR move you'll make this year.
Final Thoughts: Use the Right Tool at the Right Time
In PR, timing is everything - and so is preparation. A press release without a media kit is like sending an invite without directions. And a media kit without a press release? That’s like having a party with no reason to celebrate.
Together, these tools form the foundation of your brand’s media presence. They help you build media relationships, get featured in the press, and promote your brand with purpose. Whether you're doing DIY PR, managing PR for a small business, or scaling with a team, having both tools in place is non-negotiable.
Want to Make It Easier? Meet Flaunter.
If you’re tired of juggling PDFs, folders, and email threads, it’s time to upgrade your PR workflow. Flaunter is your digital PR assistant and all-in-one PR software that helps you manage press releases, media kits, and sample requests in one place.
It’s the best PR tool for 2025 — built for brands who want to simplify their process, stay organised, and get noticed. Flaunter acts as your media outreach database, press contact database, and media coverage tracker all rolled into one. From tracking brand mentions to measuring PR success, it’s the PR automation software that does the heavy lifting for you.
So if you’ve ever asked:
How do I get media coverage?
How do I promote my brand?
How do I build a media list or contact the media?
How do I track press mentions and create PR reports?
Flaunter has the answers — and the tools.
Ready to get started? Sign up for our two-week free trial or reach out to our team for a complimentary discovery call at hello@flaunter.com.
