How to Create a Press Kit

Create a Press Kit 

One of the most effective and efficient ways to get your business out into the world is to be written about in any form of media publication. For that to happen, you can’t just exist, you need to be proactive and take action. In the world that we live in where everyone is constantly online, it is very important to have an online presence.

The Digital Evolution of Press Kits

In today’s fast-paced media environment, journalists and influencers make split-second decisions about which stories to cover. Studies show that 89% of journalists visit a company’s website first when researching a story, with over 70% making their coverage decisions within the first few minutes. This digital-first approach means your press kit must not only be comprehensive but also instantly accessible and professionally presented. A well-crafted digital press kit serves as your company’s ambassador, working 24/7 to capture media opportunities and shape your public narrative.

When journalists want information about a business or a product, the first thing they do is they do their online research about it. Which is why having a website is very important and highly recommended. It allows a company to establish their brand online as well as attract potential clients looking for a specific business.

While it is all good and well to have a website, you want press to cover your story, which means that you need to create content for them in a form of a press kit/media kit. 

In this article, we will look at:

• What is a press kit?

• What goes into a press kit?

• Press kits for Tech Startups

What is a press kit?

Companies can think of a press kit as their online resume. It is a page on a company’s website dedicated to providing fast, resourceful information for media coverage. It showcases highlights that you want any media outlets to mention in a way that is easily accessible. A thorough one should include media files that journalists can download and use easily.

Media kits can attract both national press and local news sources that will give companies free PR. When companies get that kind of media coverage, they will gain more exposure, traffic to their website, and in the future more business and sales. Companies such as Pressfarm explain that they are also great to build a website’s SEO and provide unique, quality, and updated content on your pages.

A press kit is not just good for corporate businesses, people in the art and music industry also use them to promote their businesses. People in the music industry created an EPK (electronic press kit) which is an essential component of any music website. Even though the end goal is different, the principle is the same as a traditional press kit. Photographers tend to remain with the traditional media kit to market themselves to brands to sum up their achievements through stories and visual elements.

A media kit is just one of the many components necessary when it comes to reaching out to brands to work with. Whatever background or business you are in, a press kit is basically the most organized presentation of who the company is and how the business or the individual behind the company has succeeded.

The ROI of Professional Press Kits

While many businesses view press kits as optional, data shows they significantly impact media coverage success rates. Companies with professionally maintained press kits receive 3.5 times more media inquiries and secure 65% more positive coverage compared to those without. This increased visibility translates directly to business growth, with companies reporting an average 40% increase in inbound media opportunities after implementing a comprehensive press kit. Beyond immediate media coverage, a well-structured press kit also strengthens your SEO presence, as journalists often quote directly from these materials, creating valuable backlinks and digital authority.

Modern Press Kit Best Practices

Today’s most effective press kits embrace a hybrid approach, combining traditional elements with digital innovation. Rather than relying on static PDFs, forward-thinking companies are creating dynamic, HTML-based press centers that allow for real-time updates and easy content access. This approach includes features like one-click content copying for journalists, downloadable high-resolution assets, and mobile-optimized viewing. The key is making your press materials not just available, but effortlessly usable across all devices and platforms, reducing friction in the coverage process.

What goes into a press kit?

The things that go into a media kit will vary depending on the business and industry. The most common and important elements that go into media kits include:

Company overview: Companies would be answering the questions “who are we?” “what we offer?” and “why should people care?” There is always a story or mission behind why a business got started and with the storytelling trend in marketing, it has become popular for businesses to share it. It is also a way to express originality and let people understand businesses’ mission statements. You want everything to be short and straightforward because the easier it is for someone to understand the concept of your business, the more likely they are to write about it accurately.

Company starts and facts sheet: It is also important to provide the media with relevant and important data about the business and its customers. It can be anything that is considered to be impactful, memorable and relevant. It is an opportunity to show how much the business has grown and why the business is relevant in the industry.

Quotes: Quotes make it easier for the press to write about you and reference your opinion. The phrases should be inspiring and impactful, but also short and written in a personal way.

Biographies: Tell the short story about the people behind your business, like the founders and top management. If it is just a one-person business, an individual bio works just as well.

Link to social accounts: Adding links to any social media account is definitely an added benefit for businesses. When press decides to cover your business, they should also be able to share their social information. It is another way to help further PR efforts.

Details about products and services: You want to show what you are offering to your consumers. You need to decide what it is you want to highlight in a clear description and also important to give some context by adding a description of the benefits of each of your offerings. It might be advisable to give our product samples so that the press can experience your products firsthand.

High quality media: The press will use high quality photos and videos across multiple platforms, so you want to make sure that they look good no matter what. Quality means more than just using the most adapted image file format. For your logo, it is important to add several options like ones that are resizable and another with a transparent background to make it easy to use for any purpose and size.

Technical Considerations for Digital Press Assets
While high-quality media is essential, the technical implementation is equally crucial. Modern press kits should offer multiple resolution options for each visual asset, accommodating both digital and print media needs. For online journalists working on tight deadlines, medium-resolution images that load quickly are preferred, while print publications require high-resolution files of at least 300 DPI. Additionally, implementing one-click copy buttons for text content and instant download capabilities for media assets can significantly improve journalist experience and increase the likelihood of coverage. This user-centric approach to technical implementation ensures your press materials are not just available, but readily usable across all media formats.

Press releases and PR brochures: A press release is a written announcement of what a company wants to share with the world. It should answer the 4 W’s and H of your news update along with a good hook.

HTML-Based Press Kit Optimization
Moving beyond traditional PDF formats, HTML-based press kits have become the gold standard for media accessibility. This format allows for easy content copying, better search engine visibility, and seamless updates without requiring journalists to download new versions. A well-structured HTML press kit should include clearly labeled sections with copy buttons for instant text selection, organized media galleries with various resolution options, and a clean, minimalist design that prioritizes content accessibility over visual complexity. This approach significantly reduces friction in the editorial process, making it more likely for journalists to use your materials accurately and extensively.

Contact Details

After media outlets are hooked on your content, you need to give them contact information so that they can reach out to you. You do not want them to have to put so much time and energy trying to find your contact information. Do not only add the traditional phone number and social media links, you should also add an email address that you frequently use for business. You should definitely use a business email address because you want to present yourself in a professional way.

Press Kit Content Organization and Hierarchy
The structure of your press kit is as important as its content. Implementing a clear hierarchy helps journalists quickly find exactly what they need. Start with the most frequently requested information – company overview, latest news, and key statistics – at the top, followed by supporting materials like detailed product information and executive bios. Each section should be self-contained yet interconnected, with clear navigation and internal links to related content. This organizational approach respects journalists’ time constraints while ensuring they have access to all relevant information, increasing the likelihood of comprehensive and accurate coverage.

Press Kit Maintenance and Evolution

Creating a press kit isn’t a one-time effort – it requires regular updates and strategic evolution. Successful companies refresh their press kits quarterly, ensuring all statistics, media assets, and company information remain current. This ongoing maintenance should include updating success metrics, adding recent media coverage, refreshing visual assets, and evolving your company narrative to reflect current market positions. Additionally, tracking how journalists interact with your press kit through analytics can provide valuable insights for optimization, helping you understand which elements resonate most with media professionals and where to focus your enhancement efforts.

 

Measuring Press Kit Effectiveness

Smart businesses implement tracking systems to measure their press kit’s impact on media coverage and brand visibility. Key metrics to monitor include download rates of various assets, time spent on press kit pages, frequently accessed content sections, and the correlation between press kit updates and media coverage increases. This data-driven approach allows companies to continuously refine their press materials, ensuring they meet the evolving needs of journalists and industry influencers while maximizing return on investment in terms of media exposure and brand authority.

User Experience Considerations in Press Kit Design

The success of your press kit often hinges on its usability. Media professionals work under intense deadline pressure, making ease of access crucial. Consider implementing features like search functionality within your press kit, anchor links to specific sections, and a clear table of contents. Analytics tracking can help you understand which press kit elements are most frequently accessed, allowing you to optimize placement and content based on actual usage patterns. Remember to regularly test all download links, media assets, and interactive features to ensure they function perfectly across different devices and browsers. A press kit that prioritizes user experience not only serves journalists better but also reflects positively on your brand’s professionalism.

 

Press kit example

 

For people who know Dropbox and what it does, they used their format to their advantage by putting their press kit in a folder on their own “Dropbox.”

There are so many different types of press kit depending on what kind of industry you are in. Whether you decide to go the traditional route or tweak it, the basics need to be there so that media outlets know exactly what your company is about and don’t have to take a lot of effort to find what they need to find.

 

Future-Proofing Your Press Kit

As media consumption habits continue to evolve, press kits must adapt to remain effective. Emerging trends include interactive elements like virtual reality product demonstrations, embedded video content, and AI-powered content recommendation systems that help journalists find relevant information quickly. Forward-thinking companies are also incorporating social proof elements, such as real-time social media feeds and customer testimonials, to provide a more comprehensive view of their brand impact. By staying ahead of these trends while maintaining core press kit fundamentals, businesses can ensure their media materials remain powerful tools for generating positive coverage and building brand authority.