A press kit serves as an essential resource for media professionals or potential partners to quickly learn about your business. It’s basically a packaged set of promotional materials that provides a snapshot of your company, making it easier for journalists, bloggers, or podcasters to accurately cover your story or to collaborate with you.
You can often come across the term press kit used interchangeably with another term—media kit. Although these two terms are comparable, they are not identical. A media kit, especially an online media kit, is a strategic tool for media outreach and press coverage, often used by influencers, bloggers, advertisers, partners, and other stakeholders. It serves as a promotional tool for partnerships and sponsorships, providing detailed metrics, audience insights, and examples of past collaborations.
A press kit refers to the materials for the press, like images, press releases, and background info, anything journalists can use to write about the company. It’s a one-stop shop for any information media may need about your company.
This difference makes the content of press and media kits different, too. Today, we will focus on press kits and give some tips on what a successful media kit should contain. For some great examples of effective press kits, check out our post on Medium. Creating an effective press kit means focusing on clear structure, professional design, and easy accessibility to maximize its impact.
The press kit can be implemented in various ways: it can be just a page on the website or an entire website section with subsections. Having a dedicated page for your press kit on your website ensures easy access, better organization, and a professional presentation of your media assets. However, we recommend having this same information in a PDF format because it’s convenient when you need to send information via email. A digital media kit, whether as an embedded webpage or downloadable document, serves as a central hub for all your press materials and multimedia resources. What exactly to include in such a presentation will be discussed in this article. Having your own press kit ready is crucial for effective outreach and publicity.
Introduction to Press Kits
A press kit, often referred to as a media kit, is a thoughtfully curated collection of essential details and visual assets that tell the story of a company, organization, or individual. Designed as a central resource for media professionals, journalists, and influencers, a well crafted press kit provides all the key details, high-quality images, and compelling narratives needed to generate accurate and engaging media coverage. In today’s fast-paced digital world, an electronic press kit (EPK) or online press kit is the most effective way to present your brand’s story, mission, and values. By making it easy for the press and media to access up-to-date information and visually appealing assets, you increase your chances of being featured and building a strong, credible brand identity.
Types of Press Kits
Press kits come in several formats, each serving different needs and situations. A digital press kit is the most popular choice today, offering a user-friendly, online repository of press materials that can be accessed and shared instantly. This format is ideal for brands looking to reach a global audience and provide media professionals with immediate access to the latest information and assets. On the other hand, a physical press kit is a tangible collection of printed materials, often used for special events, product launches, or when a personal touch is needed. Hybrid press kits combine the best of both worlds, offering both digital and physical elements to maximize reach and impact. The choice between digital press kit, physical press kit, or hybrid depends on your brand’s goals, target audience, and the nature of your press outreach.
Company Overview
Start your press kit with a compelling introduction to your company. Include your mission, vision, and the unique problem your company solves. Providing up-to-date company information and a compelling company story helps journalists and stakeholders understand your background and what sets you apart. Introduce the company’s branding, including logos, color schemes, and typography, to make the presentation more professional. Be sure to include brand guidelines to ensure a consistent visual identity across all media. This section of a press kit will set the tone and provide an understanding of what your business stands for. When highlighting milestones and facts, consider adding a brief company history or a timeline of key achievements to showcase your growth and industry impact.
Asana is a software company which provides a work management platform aimed at assisting teams in organizing, tracking, and managing their tasks. See how they designed the first slide of the company’s press kit.
Product or Service Descriptions
Write clear, concise descriptions of your products or services, emphasizing features, benefits, and potential use cases to demonstrate how your offerings stand out in the market. Additionally, present major facts and figures about your business, including the founding date, main milestones, user statistics, and funding rounds. Be sure to include relevant details that make your offering unique and compelling to media and potential partners. If you have recently launched a new product or, in the case of a music business, released a new album, highlight the product launch or new album in your press kit. Support the announcement with high-quality product photos and, for musicians, include album art to showcase your visual identity and provide media with essential visual assets. This data will provide a concrete measurement of your growth and success.
Tell a story about your brand through numbers. Could there be anything more powerful, straightforward, and fascinating at the same time?
Biographies
Include short, easy-to-read personal bios of the founders and core team members. Mention their expertise, achievements, and how they contribute to the company. Personal stories can emotionally connect with your audience and even resonate with your future investors. It’s important to focus on the achievements and expertise of the founders because journalists or conference organizers often pay attention to this section when selecting speakers for interviews or events. Highlighting these aspects can elevate the profile of your company and provide additional opportunities for exposure and engagement.
Media Coverage
Share links to or screenshots of significant media coverage your brand has received. Highlighting this earned media and incorporating social proof, such as testimonials or third-party recognition, can further build credibility and trust with your audience. This not only boosts credibility but also demonstrates the interest your company has gained from the press. Additionally, consider providing potential story angles to help journalists discover unique perspectives for their press coverage.
Contact Information
Finally, provide clear contact information for your media liaison or PR team. Include dedicated press contacts and make contact info easy to find and organized for journalists, so they can quickly reach out for press inquiries. Providing clear instructions for press inquiries, such as a dedicated email address or contact form, ensures journalists know exactly how to get in touch.
Infographics can help you organize your press kit without overloading it with information. This business, with its numerous offices worldwide, showcases all its locations on a single slide, demonstrating its credibility and scale. Additionally, clickable links for emails have been included, and it’s helpful to list social media handles alongside other contact details, simplifying the process for potential partners to get in touch.
TIP! Don’t Forget To Include High-Resolution Images and Brand’s Visual Assets
After your presentation is ready, don’t forget to attach assets on the website, such as product images, logos, founder photos, etc. For music-related press kits, be sure to include hi res (300 dpi, minimum 600px wide) band photos (both horizontal and vertical), live videos, and album art. For product-based businesses, provide high-quality, downloadable product photos. These media assets are essential for journalists and influencers who would like to feature your brand in articles or blog posts. Ensure all media assets are organized and easily accessible for journalists. Plus, anyone wanting to publish about you will need your logo to refer to your product or service. Have this ready in all formats that might be required (transparent background and different sizes, including brand colors).
In the presentation itself (or on the Press Page), you can explain where everything is located or offer a guide on how to use them. Make sure all the necessary information and visual appeal are considered in the design and layout of the press kit. This ensures that all necessary visual elements are easily accessible and can be utilized effectively by those looking to promote your brand.
Here is a perfect example from Herban Kitchen on how to create a manual in the press kit on effectively using various logos, the brand color palette, and patterns.
Having a perfect press kit definitely should be a part of your marketing and PR strategy. Done right, it tells your story and lays a solid foundation for building lasting relationships with the media and potential partners. If you are looking for an easy way to create a beautiful press kit and update it whenever needed, take advantage of . Don’t hesitate to start today! Our interface is designed to be intuitive so you can effortlessly pull together everything you need for an awesome press kit.
Hosting and Distributing a Press Kit
Making your press kit easily accessible is crucial for attracting media coverage and building relationships with media professionals. The most effective approach is to host your press kit on your company’s website or a dedicated online platform, ensuring it is user friendly and easy to navigate. Include downloadable assets such as high-resolution images, logos, and fact sheets so journalists can quickly find what they need. Distribute your press kit by sharing direct links via email, posting on social media, or providing access at industry events and conferences. A well crafted press kit example can serve as inspiration, showing how a streamlined, accessible press kit can help secure valuable press and media attention.
Best Practices for Press Kits
To create a strong company press kit that stands out, follow a few essential best practices. Start with a clear company overview and include up-to-date contact details for your PR or media relations team. Provide high quality images, leadership team bios, and concise product or service descriptions to give media professionals all the relevant information they need. Using media kit templates can help ensure your press kit is visually appealing and maintains consistent messaging. Always tailor your press kit to your target audience, making it easy to access and navigate. By keeping your press kit current and user friendly, you’ll make a lasting impression on the press and increase your chances of positive media coverage.
Conclusion
In summary, a press kit is an indispensable tool for any brand aiming to secure media coverage, build credibility, and strengthen its brand identity. By understanding the different types of press kits—whether digital press kit, physical press kit, or a hybrid approach—and by hosting and distributing them effectively, brands can ensure their story reaches the right media outlets and professionals. Following best practices and providing high-quality, relevant information will help you create a well crafted press kit that meets the needs of journalists and influencers alike. With a strategic approach, your press kit can open doors to new media opportunities, boost your brand’s visibility, and drive business success.