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Building the Ideal Press Kit: A Detailed Manual

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 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. A media kit is a broader term and is targeted to 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.

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.

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. However, we recommend having this same information in a PDF format because it’s convenient when you need to send information via email. What exactly to include in such a presentation will be discussed in this article.

Company Overview

Start your press kit with a compelling introduction to your company. Include your mission, vision, and the unique problem your company solves. Introduce the company’s branding, including logos, color schemes, and typography, to make the presentation more professional. This section of a press kit will set the tone and provide an understanding of what your business stands for.

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.

How Asana designed the first slide of the company's media kit.
Source: Asana

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. 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?

Facts and figures about a business on the media kit slide.
Source: Buffer


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. This not only boosts credibility but also demonstrates the interest your company has gained from the press.

How to optimize your media kit for SEO.

Contact Information

Finally, provide clear contact information for your media liaison or PR team. Facilitating easy communication is key to nurturing partnerships and encouraging interaction with potential collaborators.

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, simplifying the process for potential partners to get in touch.

Source: Pipedrive

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. Those are essential for journalists and influencers who would like to feature your brand in articles or blog posts. 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. 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.

It is an 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.
Source: Issuu

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 Wonderslide. 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.