Podcast press kit vs. media kit: What’s the difference?

A podcast media kit is a fancy name for a document that provides a comprehensive overview of your podcast's content, statistics, identity, and potential opportunities for collaboration. It acts as a one-stop resource for anyone interested in understanding what your podcast is about and how it resonates with their brand. If you’re trying to get your podcast acquired, lock in a sponsor, or partner with someone in any way, a good media kit will speak volumes.

A media kit is different from a press kit, which is a document a collection of promotional materials and information that a company, organization, individual, or event provides to members of the media (journalists, bloggers, reporters, etc.) to help them understand and effectively cover a particular subject. The goal is to make it easier for writers to gather relevant information and resources for creating accurate and engaging news articles, features, or stories. Press kits include a press release, a fact sheet, biographies and background information, and sample content if possible, and are usually compiled into a digital package that can be easily distributed to media professionals through email or downloadable links on your website. 

In essence, a media kit contains information for brands and collaborators; a press kit contains information for reporters and journalists. They’ll both contain some overlapping information, but their goals are different.

How to create a podcast media kit

Step 1: Define your podcast's identity

Think about the most essential things about your podcast that a potential partner would want to know—what’s your core message? Your theme? Your target audience? Consider including:

• A brief overview and history of the podcast's concept and mission.
• A tagline or elevator pitch that encapsulates your podcast's essence.
• Details about your target demographic.
• The topics you cover, the most popular episodes, special seasons or episodes you’re proud of, and what you have coming up in the future.

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Step 2: Gather essential information

Your media kit should include crucial information that demonstrates the value and reach of your podcast:

• Podcast cover art and logo: Include high-resolution images of your podcast's cover art and logo for visual recognition.
• Host(s) information: Provide brief bios and headshots of the host(s) to give a personal touch to your podcast.
• Episode highlights: Highlight a few episodes that showcase the diversity and quality of your content. Include episode titles, brief summaries, and their release dates.
• Statistics and analytics: Include data such as the number of total downloads, monthly listeners, and listener demographics. (If you know the gender skew, median age, income level, or anything like that, add it here. If you don’t know these things, you might want to take a step back and create a listener survey!)
• Testimonials and reviews: If available, incorporate positive testimonials from listeners, industry experts, or media outlets that highlight the impact of your podcast. Include screenshots from your Apple Podcasts reviews, quotes from emails, etc. If someone gives you a compliment on your show in person, ask them to write it in a review!
• Past collaborations: If you've collaborated with other podcasters, guest speakers, or industry influencers, include this information. 
• Media coverage: Mention any media coverage your podcast has received, such as interviews, articles, or features in relevant publications.

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Step 3: Consider what you have to offer

What kind of advertising options do your potential collaborators have? Offer specific packages, describe the structure of these packages, and if relevant, provide a demo of what it will look like. (If it’s audio, you could include a link to an audio promotion.) For example, you could offer:

• A 30- or 60-second ad read (mid-roll and pre-roll)
• Sponsored content or segments
• Giveaways and promotions
• A banner in your newsletter
• Social media posts

Step 4: Provide contact information

Make it easy for interested parties to reach out. Provide clear and accessible contact information, including an email address or contact form for inquiries.

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Step 5: Pay attention to design and format

Design your media kit to be visually appealing, on-brand, and easy to read. Use consistent fonts, colors, and formatting throughout the document. Incorporate visuals, such as images, logos, and icons, to break up text and make the kit more engaging. Most people use PDFs, but you could also make a page on your website or a Google Slides project. 

Step 6: Distribute strategically

• Once your media kit is ready, it's time to share it with potential sponsors, collaborators, and media outlets. Consider creating a dedicated page on your podcast's website where interested parties can easily access and download the media kit.
• You might want to look at brands you’d like to work with on LinkedIn and see if you can find a brand manager or someone you know personally. Both great places to start!

Step 7: Update regularly

As your podcast grows, your media kit should evolve to reflect the latest statistics, accomplishments, and opportunities. Make it a habit to update your media kit periodically to ensure it remains accurate and relevant.

A well-constructed media kit serves as a powerful tool for presenting your podcast's value to the world. It showcases your podcast's identity, reach, and potential collaborations, making it an indispensable resource for attracting sponsors, partners, and media coverage. By following these steps and continuously updating your media kit, you'll be well-equipped to take your podcast to the next level of success.