Press kit vs media kit: what's the difference?

The names get used interchangeably, but they answer different questions for different people — and sending the wrong one makes you look like you don't know who you're talking to.

The one-line difference

A press kit tells journalists how to write about you. A media kit tells brands how to pay you.

What a press kit contains

• A short bio written in third person, ready to quote
• Approved photos and logos a publication can use
• Milestones and notable coverage ("as seen in…")
• A press contact

It exists so a writer on a deadline can cover you without emailing you six questions. Unless you're launching a company, a product or a tour, you probably don't need one.

What an influencer media kit contains

• Positioning: who you are, your niche, one sentence
• Stats: reach, engagement rate, story views — dated
• Audience: age, gender split, top countries
• Work examples and past brand results
• A rate card and a way to book you

The full section-by-section breakdown is in our influencer media kit guide.

Which one do you need?

If your goal is brand deals, you need a media kit. If a podcast or publication wants to feature you, send them your bio and photos — but don't build a separate press kit until press actually asks. One page can serve both if you structure it well: positioning and photos up top, stats and rates below.

And if you're wondering about the third document in this family — we covered media kit vs rate card separately.

Build the one you actually need — the media kit — with ADLiked: positioning, stats, rates and a booking link on a single page.

Build it online instead of in a file

If you would rather use an online media kit maker than edit a document, compare the options first: media kit maker vs builder vs generator, or see what a free online media kit creator should include.