A media kit is the perfect tool to facilitate press coverage, brand deals, partnerships, and landing your dream deal, but often figuring out the cost to create a professional media kit is confusing. 

To make things easier, we made a list of the ingredients in a media kit and the associated costs.

The Less Costly Side

Depending on your experience, you may feel comfortable writing your own bio and providing your own social media statistics and earned media coverage, so a lot of the personal information involved in a media kit can be free. This includes:

• Contact details
• Bio/description
• Testimonials
• Social media statistics
• Earned media coverage
• Accolades/education
• Articles/book/blogs
• Logo & media photos

However, hiring a professional writer ensures your personal information, especially your bio, reads professionally and reflects you and your brand. Hiring a professional bio writer can cost between $100-$200 depending on how long your bio is. You can estimate spending around $100 for a 250 word bio.

You might be able to supply your own logo, but if you need a logo to be created for you, this generally costs between $200-$1500 if you use an experienced freelance designer.

The More Costly Side

One of the major expenses in creating a media kit is hiring a professional photographer and videographer. It’s important that your photos and videos accurately represent who you are, and that they are consistent and professional throughout your media kit. This usually means getting photos and videos done specifically for your media kit to ensure consistency. These include:

• Production photos
• Headshot photos
• Lifestyle photos
• Brand sizzle

Professional photographers usually charge $100-$300 per hour for portraits. For a basic package, you can expect to pay around $275 for a 3 hour shoot that includes digital copies of the photos, but if you need more content in different locations, expect to pay upwards of $500 for the same amount of time.

Another important component of a media kit is a brand sizzle. This is a 60-90 second catchy promotional video that highlights your brand and what you stand for. A high quality brand sizzle costs around $1,000, but prices can vary greatly and range from $1,000 to $10,000 per finished minute to produce. 

Performance Media Kit Add-Ons

If you are creating a more media enriched kit, ie. a Performance Media Kit, you are going to need to add additional elements. These include:

• Highlight reel
• Story video
• Press conference
• Behind the scenes media
• Collaborations 

Depending on your experience, creating highlight reels and story videos on your social media can be something you can do on your own. But if you want to include professional footage, you’ll need to hire a videographer. You can expect to pay around $75/hour for a professional videographer, but the price can increase depending on editing time. 

Setting up a press conference can be free, but if you’re filming it you’ll have to pay for a videographer as well. The same goes for any professional behind the scenes and collaborative footage. 

Conclusion

So, after combining all of the ingredients and their average prices, we can estimate a normal media kit with the bare minimum costs around $1,275 if all you are paying for is a photographer and a brand sizzle. That means you have to supply all the other elements yourself to cut the rest of the costs. 

If we include the prices of all of the ingredients needed, a professional media kit costs $1,575 on the low end of the spectrum, and can be upwards of $5,000 on the higher end. 

For a performance media kit we can estimate spending a couple of extra hours with a photographer and videographer, so the price range is at minimum around $1,925 and can go upwards of $6,000 depending on how much footage is needed. 

What these prices don’t include is the actual media kit package, where everything is designed cohesively and neatly compiled into a one-stop shop for easy distribution. This is akin to creating a website, which can cost between $12,000-$150,000 with a professional agency or freelancer. Because a media kit contains less content than an average website, let’s say it costs $5,000 to create. 

This means that a professionally designed media kit with an easy to access URL should cost somewhere between $6,575-$10,000, and a performance media kit should cost around $6,925-$11,000. 

For more information on creating high quality production content, check out our article, The Ultimate Guide to Fitness Video Production where you can learn more about video production and the Endorphinz difference.