# What Is a Press Kit?

> 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.

*Section: Marketing — By Harper Quinn (Marketing & Growth Editor) — Published September 12, 2023 — 6 min read*

Canonical URL: https://dailyjunction.org/marketing/what-is-a-press-kit
Tags: press kit, public relations, media kit, branding, press release

## Key takeaways

- A press kit is a prepared pack of facts, images and assets that lets journalists and partners write about your business quickly and accurately.
- The essentials are a company overview, key facts, high-resolution logos and images, leadership bios, contact details and recent news.
- Press kits today are usually a web page (sometimes called an online newsroom) rather than a printed folder or a single PDF.
- A good press kit removes friction: the easier you make coverage, the more likely a busy journalist is to feature you.
- Keep it current, keep it factual, and make the contact for media enquiries obvious and quick to reach.

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.

## What it is

**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.

## Why a press kit matters

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:

- **Removes friction.** Everything a writer needs is ready, so there is no back-and-forth.
- **Protects accuracy.** When you supply the facts, the spelling of names and the correct figures, you reduce the risk of errors.
- **Signals credibility.** A tidy, current press kit tells people you are organised and serious, which makes them more comfortable featuring you.

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.

## What to include in a press kit

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.

- **Company overview.** A clear, jargon-free description of who you are and what you do, ideally in a few lengths — a one-line version, a short paragraph and a fuller "about" section. This consistency is part of good brand work; a defined [tone of voice](/marketing/what-is-tone-of-voice) keeps the description recognisably yours.
- **Key facts and figures.** Founding date, location, number of employees, notable milestones, and any genuine, verifiable numbers. Never invent statistics to look bigger than you are; one wrong figure repeated in print is hard to undo.
- **Logos and brand assets.** High-resolution logos in the formats people actually need (typically PNG and vector), in colour and mono versions, with any usage notes. Blurry or stretched logos are a common reason coverage looks unprofessional.
- **Photography and imagery.** Product shots, premises, or team photos at print quality. If you have a [user-generated content](/marketing/what-is-user-generated-content) library or approved customer images, note clearly what may and may not be used.
- **Leadership bios and headshots.** Short biographies of founders or key people, plus professional photographs. Useful for profiles, quotes and event listings.
- **Recent news.** Links to recent press releases, announcements or notable coverage, so a writer can see what is current.
- **A media contact.** The single most important item: a named person or address for press enquiries, with a realistic promise about how quickly you respond.

## Press kits today: the online newsroom

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](/marketing/what-is-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 |

## Keeping it useful

A press kit only works if it is current and honest. A few habits keep it in good shape:

1. **Review it on a schedule.** Diary a check every few months and after any major change — a new product, a rebrand, a leadership change.
2. **Keep the facts true and verifiable.** Resist the temptation to inflate numbers or claims. Credibility, once lost, undermines everything else you publish.
3. **Make the contact unmissable.** A press kit with no clear way to reach a human is a brochure, not a tool. Put the media contact where it cannot be missed.
4. **Test the downloads.** Make sure logos and images actually download and open correctly, in the quality you promise.

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](https://cmbeyer.co.uk) — 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](/marketing/what-is-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.

## The bottom line

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.

## Frequently asked questions

### What is a press kit?

A press kit, sometimes called a media kit, is a curated collection of information and assets about a business that journalists, bloggers, podcasters and partners can use to write or talk about it. It typically includes a company overview, key facts and figures, high-resolution logos and photographs, leadership biographies, recent news and a media contact. The aim is to give anyone covering you everything they need in one place, so the story they tell is accurate and easy to produce.

### What is the difference between a press kit and a press release?

A press release announces a single piece of news, such as a product launch or a new appointment, and is usually timely and one-off. A press kit is a standing reference pack about the business as a whole, designed to stay useful over time. A press release might point to your press kit for background, logos and contact details. In short, the release is the headline; the kit is the resource behind it.

### Do small businesses need a press kit?

Yes, and it is often more valuable for a small business than a large one. When a local journalist, podcaster or partner wants to feature you, a ready press kit means you can respond in minutes with everything they need, rather than scrambling to write a bio and find a usable logo. It also signals that you are organised and credible, which makes people more comfortable covering you.

### Should a press kit be a PDF or a web page?

A web page is usually better. An online press kit (often called a newsroom) is easy to update, easy to link to, and lets journalists download exactly the assets they need without emailing you. A downloadable PDF or asset pack can sit alongside it for convenience, but a single static file tends to go out of date and is harder to share. Many brands offer both.

## Sources

- [Chartered Institute of Public Relations (CIPR)](https://www.cipr.co.uk/)
- [GOV.UK — Marketing and advertising for business](https://www.gov.uk/marketing-advertising-law)

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