Podcast Summary: My Digital Farmer Podcast

Episode 346: What to Put Inside Your Farm's Media Kit with Erika Tebbens

Release Date: January 28, 2026
Host: Corinna Bench
Guest: Erika Tebbens, Director of Impact at Taste the Local Difference

Overview of the Episode's Main Theme

This episode is a comprehensive “workshop-style” deep dive into how farm businesses can create and leverage a media kit. Corinna Bench welcomes marketing expert and former farmer Erika Tebbens to break down the must-have components, practical how-tos, and strategic uses for media kits—one of the most overlooked but powerful marketing tools for farms and food businesses seeking publicity, partnerships, or press coverage. By the end, listeners are empowered to prioritize and easily assemble a professional media kit, regardless of their stage in business.

Key Discussion Points and Insights

1. What is a Media Kit? (12:01)

• A media kit is a curated resource that gives the press, partners, or potential collaborators everything they need to represent or promote your business quickly and accurately.
• It differs from an About page by being much more concise, visual, and actionable: a “ready-to-use marketing asset folder.”
• Corinna: “You’re just making it a whole lot easier for them.” (14:54)
• Erika: “You’re making this as easy as possible for that other person to get the word out if they want to promote you.” (13:32)

2. Why Every Farm Business Should Have a Media Kit (15:25)

• Important for any farm that’s ‘established enough’ to seek new opportunities or be approached by media.
• Useful for: speaking gigs, collaborations, retail partnerships, event sponsorship, pitching to press, or even just as a digital “flyer.”
• Erika: “Even when you are small, even when you might feel like, ‘Oh, I don’t have anything newsworthy,’ you should still think about what you could be promoting out there with a media kit.” (17:04)

3. Absolute Must-Have Components (20:38)

• Media One Sheet (Single Page PDF):
  • Business name, contact info, social links, location
  • Brief story/bio and what you do
  • High-quality photo(s) (headshot and, if relevant, product/farm shots)
  • Notable successes, certifications, experience, credibility points, and social proof (logos of partners, media coverage, certifications)
  • Highlight unique value or achievements
• Supporting Folder Structure (for more robust kits):
  • High-res logos (properly named)
  • Additional photos (labeled and categorized clearly)
  • Expanded bios or “about the farm” pages
  • Press releases or media coverage
  • Simple “Start Here” document/table of contents

4. Customizing Your Media Kit (24:31, 27:46)

• Tailor for specific audiences. For example, different emphasis for TV producers, podcast hosts, retailers, or event organizers.
• Corinna: “It reminds me a little bit of your resume…there’s a bit of customization here.” (27:46)
• Focus on what makes you the right expert or partner for the situation.

5. Photos: What To Include (32:19)

• Always include at least one high-quality, authentic headshot. For farm stories, also include action/product shots (with permissions).
• Name images clearly to help busy media professionals: “Corinna_headshot1.jpg”, “CSA_pickup_customers.jpg”
• Corinna shares a story of how having the right photos enabled perfect “B-roll” usage by a local TV station producer (38:03).

6. Building the Full Media Kit Folder (41:31, 45:38)

• Use Google Drive or Dropbox and share a view-only folder with subfolders for photos, logos, bios, and press releases.
• Erika: “Stay ready so you don’t have to get ready.” (41:31)
• “Start Here” doc acts as a table of contents (46:36).

7. Balancing Offers and Sales Language (51:55)

• Media kits ARE a sales tool, but brevity and clarity matter—don’t overload with fine details or pricing. Focus on impact, expertise, and clear “what you offer.”
• In overflow folders, you can add more detail if it will help the right opportunity click.

8. Hosting/Delivering the Media Kit (60:44)

• Host a dedicated page on your website (“Media,” “Press,” “Speaking,” etc.) for both SEO and easy navigation.
• Link to the downloadable media kit or shared folder from this page.
• Embed features, highlight press coverage, or add logos from “as seen on” outlets for instant credibility (68:12).
• Make sure navigation is clear and intuitive for busy media professionals (83:02).

9. Updating & Maintaining the Kit (69:55, 70:17)

• Review and update at least once a year, more often if significant changes occur (new photos, new bio, big events, new certifications).
• Set regular calendar reminders to keep all data and links current.

10. Real-Life Use Cases (72:01)

• TV, newspaper, radio, podcaster, partnership, influencer or sponsor requests
• Retail/wholesale opportunities (they often need product/brand assets)
• Grant applications (especially local/community-based)
• Event or festival participation or partnership
• Proactive pitching for press or audience growth
• Example: A Michigan fruit farm landed additional media coverage by distributing a press release and kit after being featured in a docuseries (75:09).

Notable Quotes & Memorable Moments

• On Ease & Professionalism:
  “You’re making this as easy as possible for that other person to get the word out.” — Erika (13:32)

• On Customization:
  “It reminds me a little bit of your resume…there’s a bit of customization here.” — Corinna (27:46)

• On Photos:
  “The reality is, is that people like to see people, and especially for media, like, they are not going to be interviewing your field, they’re going to be interviewing you.” — Erika (32:19)

• Be Ready:
  “Stay ready so you don’t have to get ready.” — Erika (41:31)

• On Social Proof:
  “If you’ve been featured on Forbes…the Today Show…you want to point that out because that shows that you have credibility.” — Corinna (30:19)

• On Small Farms Feeling ‘Not Newsworthy’:
  “Even when you are small, even when you might feel like, ‘Oh, I don’t have anything newsworthy,’ you should still think about what you could be promoting out there with a media kit.” — Erika (17:04)

• On Overwhelm & First Steps:
  “Maybe just get the download…and do the bare minimum, like…just have a bare minimum page and don’t worry about it looking fancy pants.” — Corinna (81:53)

• On Directory Placement:
  “...make the phrase something easy to find. If this producer is trying to find your media kit and they can’t locate it because you haven’t named it in such a way that it’s clear that this is the press kit…” — Corinna (83:02)

Timestamps for Important Segments

• What is a Media Kit? – 12:01
• Why Every Farm Needs One – 15:25
• Must-Have Components – 20:38
• Customizing For Audiences – 24:31, 27:46
• Photos & Visuals – 32:19, 38:03
• Building a Digital Folder – 41:31, 45:38
• Offers & Salesmanship – 51:55
• Hosting for Accessibility & SEO – 60:44, 64:03
• Updating the Kit – 69:55, 70:17
• Real-World Applications – 72:01, 75:09

Resources, Tools, and Downloadables Mentioned

• Free downloadable checklist, one-sheet sample, and mini-press-release template by Erika (Find in the show notes at mydigitalfarmer.com/346) (78:46)

• For professional farm marketing services: localfoodmarketing.com (85:30)

Takeaways & Action Steps for Listeners

• Prioritize making a media kit this month, even if it’s a simple, imperfect version.
• Download Erika’s free templates and checklists to get started.
• Create a Google Drive or Dropbox folder for assets and share a clear, easy-to-find link on your website.
• Update photos, bios, certifications, and “credibility points” at least annually.
• Remember: just having a media kit puts you ahead of most of your peers and signals to media and partners that you’re “easy to work with” and professionally minded.

Tone and Speaker Style

• Corinna: Practical, encouraging, community-focused; shares personal stories and asks clarifying, beginner-friendly questions.
• Erika: Warm, thorough, methodical; speaks from marketing expertise rooted in real farming experience, offers empathy and clear frameworks for action.

Summary prepared to provide a comprehensive, structured guide to the episode's insights and actionable strategies for farm businesses ready to claim visibility and opportunity through media kits.