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What Should a Press Kit Contain?

When it comes to getting coverage, PR specialists (or amateurs) should take no chances. Since most stories require a bit of advanced research: the easiest you make for the reporters to find accurate information about the business you represent, the better for your PR efforts.

How to increase the likelihood of journalists writing well-informed articles about your company, then? With a little thing called a press kit.

In this article, you will find the best press kit examples and answers from PR experts to the following questions:

What is a press kit?

Do you actually need to keep all press materials in one place?

What does a corporate media kit include?

How to create a company press kit?

What are the best press kit examples?

Let’s dive right in.

What is a press kit?

Simply put, an online press kit (also referred to as a media kit or PR kit) is a one-stop-shop for any information a media contact may need if they were to cover you in their news outlet.

Modern press kits come in different shapes and sizes: PDF files or folders (shared on company websites, online newsrooms, or via services like Dropbox and WeTransfer), entire web pages, and, occasionally, printed press materials.

Back in the day, there was some distinction between media kits and press kits. Media kits were usually seen as permanent documents that evolved over time, whereas press kits contained timely information and were rather used for events, updates, or product launches. Since both media & press kits are more likely to be found online these days, the difference between them is not as visible.

The question remains, however:

Do you really need to keep all press materials in one place?

Definitely. If increasing the chances of getting coverage for your company doesn’t sound appealing enough, here are a few more benefits of keeping all your press materials in media kits.

A corporate media kit serves as a reference point for all communications about the brand, maintaining alignment on key messaging, and providing critical information in a digestible manner. It doesn’t replace highly-tailored pitches to journalists but is a helpful supplement to ongoing conversations about the brand.

Having a PR kit makes it easier for brands to control the narrative, keep track of placements, and know what is going out.

A press kit can show the media that you’re serious and organized enough not to waste people’s time. It’s as simple as that.

Interestingly, it’s not only journalists who can find media kits helpful. Press materials that feature company facts, awards, and testimonials are a great way to build trust among clients, future employees, investors, or influencers that might want to work with your brand.

This brings us to the next point:

What does a corporate media kit include?

Gone are the days of a one-size-fits-all mentality when it comes to corporate media kits. When trying to figure out what should go in a press kit, keep in mind that all press materials you feature in it should always be specific to your company.

To get you started, here’s what usually goes in a company press kit:

Company details. Start with the essentials: a detailed company description, brand guidelines, high-resolution images & logos. You can also include relevant numbers or fact sheets in your corporate media kit.

Bios & headshots. These are especially important if there’s someone in particular in your company who’s suitable for interviews, expert commentary, and speaking engagements.

A selection of press releases and examples of media coverage. Pick at least a few relevant and recent stories that got you coverage, and list all the outlets that picked up your stories before.

Awards & recognition. If there are any recent awards that position your company as an industry leader, they should go in your press kit.

Contact information. Indicate who’s the best person to reach out to for press inquiries, along with their contact details. You might also want to add social media handles to your company press kit.

No matter what exact information you choose to include in a media kit, make sure that all assets that are media-ready and can be used immediately by the reporters. This should not only help you get coverage but also build better relationships with the press.

How to create a company press kit?

Now that you know what should go in a press kit, it’s time to make one. First things first:

1. Decide on the format of your media kit.

When designing a company press kit, you can choose from a variety of formats: downloadable press materials in a PDF file or a slide deck, a folder with all contents uploaded online via cloud services, or a digital media kit embedded in your website that provides a more interactive experience.

Whatever format you choose, be sure that the media kit is designed in accordance with the look and feel of your brand, and can easily be shared with the media.

2. Collect all the resources.

When deciding what should go in a press kit, the golden rule is to be sure everything in there serves a purpose, is accurate and up-to-date.

Think the content through and start collecting your press materials—such as company details, images and headshots, bios, fact sheets, press releases, and pretty much anything that would be compelling enough for a journalist to want to cover your story. You can include all the above-mentioned elements of a press kit, and more.

Press materials should always be specific to the company, event, or campaign and provide enough information so that anyone reading can glean a general understanding of its topic. The specifics of the content (whether a media kit is more visual or wordy) can be determined by the situation, but the usefulness of the information should reign above all.

Ready to design a media kit yourself?

As can be seen, traditional, multi-page brochures used as media kits are shifting to savvier digital formats that can easily be shared online with reporters. As a result, they prove to be a valuable asset when pitching your stories to the media and getting coverage—now maybe more than ever.

There might not be a single best press kit template, but you can definitely create your own media kit by first deciding on its format and placement, getting inspired by others, and collecting resources that are relevant to the company you represent. Once you have all your press materials ready, go ahead and add them to your online newsroom in a form of a digital media kit.

If you're looking for some guidance for your business, assistance with your press kit or want to know where to start, I'd love to help! Just email me at and I'd be happy to discuss options with you!

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