Chapter 21: Creating a media toolkit. How a charity uses a media toolkit to communicate with a number of audience sectors

Further examples of Media toolkits

You’ll find the media toolkit for the Whistler Blackcomb ski resort (covered in Chapter 16)  here:

Sainsbury’s supermarkets media toolkit:


These links take you to the source material for this chapter in the book version of Brand Journalism. They are here to make it as easy as possible for readers of the print edition to refer to sources and further reading and research material. All links were active when the book was researched and published. If you find a boken link, please let me know at

1 Porchlight

Other links to Porchlight’s toolkit content:

Video is here

Here’s an example:

Media centre

Multimedia toolkit on particular stories and wider issues.

There are also individual press releases

and a real life-stories resource (