Your press kit is your brand’s handshake. It’s the one-stop info shop for anyone who wants to talk about you—a journalist, blogger, partner, or event organizer. But too often, press kits become stale folders gathering digital dust. Let’s fix that.
What is a Press Kit?
In simple terms, it’s a package of materials that introduces your brand to the world. It should tell your story, show your logos, share images and stats, and help people talk about you in the way you want.
In other words: it’s your brand’s cheat sheet.
Why Does It Matter?
A great press kit makes life easy for media and collaborators. The easier you make their job, the more likely they are to feature your story. If your press kit is clear and fun to use, it actually gets used.
Make It Easy to Find
This might seem obvious, but it’s often missed. Put it in the footer of your website. Add a “Press” tab in your main nav. Avoid forms or sign-ups to access it—just give it away.
Hot tip: Always keep a shareable link ready to go. Dropbox, Google Drive, or your website—just make sure the permissions are open.
What to Put in a Killer Press Kit
Here’s a breakdown of what your press kit should include:
- Overview or Company Bio – A short version and a long version. Tell your story!
- Press Releases – Keep them current. Only include major updates.
- Logos – High-res and low-res. Both color and black & white versions.
- Photos – Team photos, product images, lifestyle shots.
- Videos – Promo videos, commercials, explainer videos.
- Contact Info – A real person with an email address. No “info@” nonsense!
- Notable Media Coverage – Logos or links to press mentions.
- Fast Facts – Think of this as your TL;DR.
press kit, branding, media
Design Matters (A Lot)
A messy or ugly press kit turns people away. Keep it clean, organized, and easy to read. Use layout that guides the eye. Add just enough style to make it feel polished.
Pro tip: Don’t use PDFs only. Also have an HTML version or a web page kit for easy browsing and copy-pasting.
Use File Formats That Work
Offer a mix of file types so people have options:
- Images: JPEG and PNG, and don’t forget transparent backgrounds.
- Videos: MP4 is almost always the safest bet.
- Logos: SVG, EPS, and PNG.
Label everything clearly. “Logo-color-white-bg.png” is so much better than “versionfinal2REAL.png”.
Write Copy Like a Human
This is the part that makes your press kit shine. Don’t be robotic—be real. Use language that matches your brand voice.
Try this test: if your About section sounds like an elevator pitch instead of a Wikipedia page, you’re golden.
Add Personality With a Founder’s Note
Consider including a short letter or video from a founder or CEO. It’s personal. It adds depth. It creates that human connection people love.
founder, small business, video message
Avoid Common Mistakes
Don’t fall for these traps:
- Outdated info – Check and update at least quarterly.
- Too much fluff – Stick to the essentials and cut the hype.
- Hard-to-download files – No zip files or dead links, please.
- Missing contact info – Always give journalists someone to email or call.
You’re Not Just “Press”
Think broader than just journalists. Your press kit is also for bloggers, podcasters, influencers, partners—even sponsors.
Make sure your kit works for them too. Think about the materials they’d need and include them.
Include Testimonials or Quotes
Have people praised your service or product? Add a few strong testimonials or quotes. It gives social proof and builds trust instantly.
Bonus Tip: Stats & Data
People love numbers. If you can share data—number of users, growth percentage, impact stories—add a “Key Stats” section to your press kit.
Example: “Over 100,000 happy customers in 34 countries” is a solid brag.
Link to Social Media
Let people find and follow you with one click. Include links to your:
- Twitter/X
- YouTube
- Facebook (if you’re still hangin’ there)
Create Two Versions: Simple and Fancy
Not everyone wants everything. Offer:
- One-page summary – For quick grabs or first impressions.
- Full media kit – With all the bells and whistles.
This helps you serve everyone, from a tight-deadline editor to a deep-diving docuseries producer.
Keep It Fresh
Your company grows. Your story evolves. Your press kit should too. Set a reminder every three months to give it a cleanup.
Update: New photos, new projects, new press links? Add them in.
refresh, update, press materials
Test It Out
Before you unleash it on the world, get feedback. Ask a friend or teammate to try using only the press kit to explain your business. Did they get the story right? If not, tweak it.
Also, test your links and downloads. Nothing kills first impressions like a broken “Download Logo” button.
Final Thought
Your press kit isn’t just a folder—it’s an opportunity. When done well, it becomes one of your strongest marketing tools. It can win coverage, attract partners, and open surprising doors.
So show your best self. Be helpful, be clear, and keep it fun. That’s how you build a press kit that actually gets used.