Daily Junction.mobi portalMarketing · September 12, 2023 · Harper Quinn · 6 min
A press kit is a ready-made pack of information about your business that journalists, bloggers and partners can use to write about you accurately. Here is what to put in one and why every brand should have it.
A journalist is writing a round-up and wants to include your business. They need a short description, a logo that will not look blurry in print, a couple of facts and someone to contact. If they can find all of that in two minutes, you make the article. If they cannot, they quietly move on to a competitor who is easier to feature. A press kit exists to make sure you are never the business that gets dropped for being hard work. This guide explains what a press kit is, what belongs in one, and how to make it genuinely useful.
A press kit is a prepared pack of information and assets about your business that journalists, bloggers, partners and event organisers can use to write or talk about you accurately. It is sometimes called a media kit, and these days it usually lives as a page on your website rather than a printed folder.
Think of it as the answer to a simple question: "If someone wanted to cover us right now, what would they need?" The press kit gathers all of that in one place — the facts, the images, the bios, the contact — so the person covering you does not have to chase you for it. The less friction there is, the more likely the story happens, and the more likely it is accurate.
The core benefit is speed and accuracy for the people writing about you. Journalists work to deadlines and field far more pitches than they can use. Anything that makes your story quicker to produce gives you an edge, and anything that slows it down counts against you.
A good press kit does three things at once:
It also pays off internally. The next time anyone in your business is asked for "a bit about the company and a logo," the answer is a single link — no scrambling to rewrite a description or hunt for a usable file.
The job of a press kit is to make covering you the path of least resistance. A busy journalist will almost always choose the source that is ready over the source that is faster, friendlier or even slightly more relevant but harder to pin down.
There is no rigid rulebook, but most effective press kits contain the same core ingredients. Aim for everything a journalist might reasonably need, organised so it is easy to scan.
The old image of a press kit — a glossy printed folder, or a single PDF emailed on request — has largely given way to the online press kit, often called a newsroom or press page on your website.
The reasons are practical. A web page is easy to keep current, easy to link to in an email or pitch, and lets a journalist download precisely the assets they need without waiting for you to reply. It is also discoverable: a writer researching you can find it through search, which is one small reason a well-structured site and basic SEO help your public relations as well as your marketing. Many brands still offer a downloadable asset pack for convenience, but the living web page is the centrepiece.
| Format | Best for | Drawback |
|---|---|---|
| Web page (newsroom) | Easy updates, linking, self-service downloads | Needs to live on your site |
| Downloadable pack | Offline convenience, bundled assets | Goes out of date quickly |
| Single static PDF | Quick to send | Hard to update, awkward to share |
A press kit only works if it is current and honest. A few habits keep it in good shape:
A press kit is also one of the few assets designed less for your customers than for the people who write about you, so treating it with the same care you give customer-facing content pays off when an opportunity for coverage appears. Agencies such as CM Beyer — whose CMB Amplify division handles creative and campaign work — often help clients build or audit their press kit as part of a broader brand and communications brief. It pairs naturally with social listening: when you spot someone discussing or about to feature your brand, a ready press kit is exactly what turns that moment into accurate coverage.
A press kit is a ready-made pack of information and assets — overview, key facts, logos, images, bios, recent news and a clear media contact — that lets journalists, bloggers and partners write about your business quickly and accurately. Its whole purpose is to remove friction: the easier you make coverage, the more of it you tend to get, and the more accurate it is. Build it as a web page so it is easy to update and share, keep the facts honest and current, and make the press contact obvious. It is a modest piece of preparation that quietly pays off every time an opportunity to be featured comes your way.
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