Press Kit
A collection of materials providing journalists with essential information about a company or product.
Definition
A press kit (also called media kit) is a curated collection of materials assembled to help journalists accurately and efficiently cover a company, product, executive, event, or announcement. Press kits provide everything a journalist needs to write a story: background information, visual assets, expert access, and supporting documentation.
Traditional press kit components include: fact sheets (quick-reference company or product information), executive biographies (background on key leaders), press releases (announcement documentation), backgrounders (detailed context and history), logos and brand assets (in multiple formats and sizes), high-resolution photography (products, executives, facilities), video content (b-roll, interviews, demonstrations), testimonials and case studies (third-party validation), frequently asked questions (anticipated queries addressed), and contact information (media relations access).
Modern digital press kits add capabilities: downloadable asset libraries, embedded video, dynamic content that updates, interactive elements, search and filtering, and direct contact tools.
Press kit design reflects brand positioning while prioritizing journalist utility. The best press kits make stories easy to write by anticipating what journalists will need and providing it in accessible, immediately usable formats.
Why It Matters
Journalists working on deadline need quick access to accurate information and usable assets. A comprehensive press kit provides everything required for coverage without back-and-forth communication. This convenience significantly increases the likelihood of coverage and improves coverage quality.
Press kits prevent errors by ensuring journalists have accurate, approved information rather than searching the internet and potentially finding outdated or incorrect details. Controlled messaging and facts help ensure coverage accuracy.
The professionalism signaled by a well-organized press kit influences journalist perception. Organizations with thorough, well-designed press materials demonstrate media sophistication that earns respect and cooperation. Disorganized or incomplete press materials create friction and may discourage coverage entirely.
For product launches, events, and announcements, press kits are essential. Journalists cannot cover what they don't understand or can't visualize. Providing the necessary tools enables the coverage you seek.
Examples in Practice
A product launch press kit includes high-resolution product photography from multiple angles, b-roll video showing the product in use, key feature fact sheets, comparison information, executive quotes and availability, pricing and availability details, and technical specifications. Journalists can write informed stories without additional research.
A corporate newsroom hosts a comprehensive digital press kit that journalists bookmark and return to repeatedly. The kit includes current releases, evergreen company information, executive profiles, and downloadable assets—all searchable and organized for easy navigation.
An event press kit provides media with essential information: agenda highlights, speaker backgrounds, photo opportunities, on-site media contact information, access credentials, and filing facilities. The thorough preparation enables quality coverage of the event.
A crisis response press kit quickly assembles verified facts, timeline documentation, official statements, and executive availability. Having these materials organized enables rapid, accurate media response rather than scrambling to compile information under pressure.