What Is a Press Kit and How to Set It Up (+Templates)

Learn what is a press kit, why you need one, and discover what to include in a press pack. Get press kit templates to make a press kit that stands out.

What is a press kit

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Short answer

What to include in a press kit?

  1. Company overview

  2. Press releases

  3. Media coverage

  4. Bios and photos

  5. Product information

  6. Logos and branding

  7. Contact information

  8. FAQs

  9. Testimonials and case studies

  10. Social media links

Read on to learn how to make a press kit step by step.

Control how the media presents your brand

Journalists juggle countless stories every day, and they simply don't have the time to dig deep into every brand's background.

If your press kit is clear, organized, and beautiful, it's more likely the media will tell your story the way you want it told.

Stick with me and I'll help you build a press kit that grabs attention and makes the media work for you.

Let’s get started!

What is a press kit?

A press kit is a collection of promotional materials that provides journalists with essential information about a business or individual. It typically includes a bio, press releases, high-quality images, and contact details, facilitating effective media coverage.

Media kit vs. press kit

A media kit is mainly for marketing, designed to share key details about a company or individual's audience, reach, and advertising opportunities with potential advertisers and partners.

In contrast, a press kit is built for journalists, packed with press releases, biographies, high-quality photos, and other resources to help reporters effectively cover the company or individual.

NOTE: This blog post will focus mostly on company press kits. If you need info on how to create a press kit for musicians or film, we have separate guides for those: how to create an EPK for music artists, how to create a DJ EPK, and how to make a film EPK.

How to make a press kit in 10 simple steps

Let's go through a few steps to easily create an effective press kit that gives busy members of the press a lazy man’s tool to represent your brand the way you’d want them to.

1) Grab attention with a beautiful cover

First impressions are always important, but it’s doubly true when dealing with the press. You want to grab their attention and stand out to get their interest. It’s your proverbial foot in the door.

Once you’ve got their attention, it’s time to get their interest.

Here’s an attention-grabbing cover slide:

Press kit cover slide example

2) Introduce your brand

First things first: how you introduce your brand can make or break the initial impression.

As Charles Gabriel from DoubleVerify suggests, it's all about knowing your audience. Pitching your unique selling proposition (USP) to a potential customer will look quite different from engaging a potential investor.

Dive into why your company does what it does, and give a sneak peek behind the scenes. Tailoring your message helps convey the unique value of your brand right off the bat.

Great example of an introduction slide:

Press kit introduction slide example

3) Write compelling bios

Bring the key players in your company to life with short, punchy bios. Highlight their expertise, achievements, and the unique contributions they bring to the team.

These bios are your chance to add a human touch to your brand, making it easier for journalists to relate to and authentically represent your story.

Example of a team slide:

Team slide example

4) Provide a fact sheet

A fact sheet is like your brand’s elevator pitch on paper—quick, direct, and to the point. It should include key statistics, major milestones, and the essential nuggets that define your brand.

This is crucial for giving journalists a quick yet thorough understanding of who you are, without bogging them down in details.

Fact sheet slide example:

Press kit fact sheet slide example

5) Include impactful press releases

Populate your press kit with your most recent and relevant press releases. These pieces should be sharp and newsworthy, highlighting why your news should matter to the reader.

A well-crafted release can make a journalist’s job a breeze by minimizing their need to dig for more info. Keep it focused—every sentence should hold its weight.

Press release slide example:

Press kit press releases slide example

6) Add testimonials and reviews

Testimonials and reviews can be gold, lending credibility and color to your narrative.

Include praises from clients, partners, or even media mentions that highlight your brand’s strengths and successes. Pick the ones that really tell a story of impact and satisfaction.

Testimonials slide example:

Testimonials slide example

7) Highlight key achievements

Show off a bit! Have a section dedicated to your company’s proudest moments—be it awards, recognitions, or breakthrough achievements.

These highlights are not just feathers in your cap; they speak volumes about your brand’s standing and influence in the industry.

An example of an awards slide:

Awards slide example

8) Add visual branding assets

Provide high-resolution versions of your logos, product images, and any other visual branding assets.

Make sure these are available in different formats (e.g., PNG, JPG, vector) to suit various media needs. This makes it easier for journalists to use your visuals in their stories and ensures your brand is represented consistently.

Great example of a visual assets slide:

Press kit visual assets slide example

9) Provide clear contact information

Clear and comprehensive contact details are essential. Make sure anyone who reads your press kit knows exactly how to get in touch, whether it’s via phone, email, or social media.

Open lines of communication show that you’re approachable and ready to engage.

Here's an example of a clean contact slide:

Press kit contact information slide example

10) Include social media information

Include links to your active social media profiles. This allows journalists to see how you interact with your audience and provides additional context about your brand.

Highlight any significant social media metrics or milestones, such as follower counts or engagement rates, to showcase your online presence and influence.

11) Finish strong with a clear next step

At the end of your press kit, clearly outline the next steps for the reader. This could include calls to action such as scheduling an interview, contacting your PR team, or visiting your website for more information.

Providing clear next steps helps guide journalists on how to engage further with your brand, making it easier for them to follow up and produce a story.

Example of a next steps slide:

Press kit next steps slide example

Where to get effective press kit templates?

Putting together a press pack from scratch can feel like a big lift. It’s got to look sharp, have all the right pieces, display smoothly, and be light enough not to jam up someone’s email.

Interactive press kit templates have all the building blocks in place, designed with best practices in mind. You can instantly personalize them to make a press kit that fits your brand perfectly—with less fuss over formatting.

Just grab one and see for yourself.

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Dominika Krukowska

Hi, I'm Dominika, Content Specialist at Storydoc. As a creative professional with experience in fashion, I'm here to show you how to amplify your brand message through the power of storytelling and eye-catching visuals.

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