What Is A Press Kit?

A press kit is a compilation of resources a company or person gives to members of the press for the purpose of advertising a service, product or just spurring public attention and interest. 

According to Cision, both consumers and the media still consider press releases as legitimate and trustworthy sources of information

Components of A Press Kit

There are several resources needed to do a story about a particular product or company. The journalist or writer would need enough data and the right details. For companies, this often means all relevant information about the organization. These are some of the key things that make up a press kit: 

Overview: In order to do a story or report, people in the media need background information. Make sure to provide them with sufficient information. This could be a summary or brief history of a company, product information, list of services offered, etc. For artists such as musicians or bands, the press would need details about career beginnings, discography or even musical influences. Resource Information: Ensure that you give accurate contact details. In the event that the press have to ask questions or need to verify information, they can readily reach you and your team. Provide a point person, contact numbers, email address, website, and social media accounts. For electronic press kits, provide links to the official website and to social media pages. News and Other Releases: In order to write a relevant piece, journalists need updated information and the latest news regarding the product or service. It is important that the company includes a news section or provides blog articles on their official website so it can be accessed by members of the media. Management/staff Profiles: This is applicable to businesses and big corporations. For writers who choose to do a human interest story, profiles of a company’s CEO or management are often required. Another angle would be highlighting a company’s human resources. Employee bios would either need to be part of the press kit or featured on the company’s website. Photos: As the cliché goes, a picture is worth a thousand words. No press kit is complete without high quality photographs. Companies have the advantage of curating their press kit by filling it with interesting and appealing photos. Relevant and eye catching pictures can generate interest in your product or company. It’s basically putting your best foot forward. Make sure the photos are clear or downloadable (for digital press kits).

How To Create a Press Kit

Our world today is filled with endless information and data overload. There is pressure for brands and companies to stand out; especially since both consumers and the press are constantly bombarded with competing information 24/7.  To make your press kit, have a checklist beforehand or choose any of the editable templates above. Following the steps below can help you curate your own unique press kit:   

Step 1: Include Only Relevant Information

You do not want to give the press a dull, chunk of text. Avoid lengthy or drawn out paragraphs and only furnish relevant information. Provide a brief background or history about the organization, its leaders and past accomplishments. A one-page overview is recommended.  

Step 2: Include Good Quality Photos

High quality photos add life to your press kit. How you choose and arrange your pictures is crucial. They not only sustain interest but also help create a more balanced and engaging press kit.   

Step 3: Provide All Available Resources

Along with contact information, you can provide the press with other additional resources. These include inspiring company news or stories, snippets of recent events, list of services with the corresponding rates, and so on. All this can earn you precious media mileage.

Step 4: Design A Creative Press Kit 

Perception is key when it comes to media and first impressions often matter. Packaging your press kit in an original and imaginative way is critical. A good press kit is creative and innovative. No matter what the quality of the content is, if your kit is poorly packaged, it may not leave a favorable impression.  


What is included in a press kit?

A conventional press kit contains these basics: Company bio or overview, background and history, press release, contact details, and high quality photographs. Other industry-specific examples would include event information, list of products and services with corresponding rates, and tokens for media.

What are press kits used for?

Press kits are used in various industries, it is not limited to the business and entertainment sectors. Event organizers engage the help of the press to promote their event and brand. Civic organizations enlist the media’s help to bring awareness to a particular cause. Social media influencers curate their own press kits as a sales pitch to companies and brands.

How do you make a press kit?

Make sure you have all the data you need before creating your press kit. Browse any of the available templates above. The samples will help ensure you gather all the key information before releasing it to the media. Once you’ve compiled the needed resources, package your press kit in a creative and appealing way.

The media is a long standing institution in our modern world. Learn to harness the power of the press to promote and advance your business. Work the media to your advantage by crafting and curating an effective press kit. Download a sample press kit today!