What is a Press Kit – and What Should Be in Yours? (+ Examples)

That’s where your press kit comes in. Think of it as a self-scan checkout for journalists – one link with everything that can help tell your story. If you make it easy for reporters to find the information they’re looking for, your brand is far more likely to be featured in a headline. Here’s how to build a kit that’s clean, current, and helps you secure coverage. 

What Is a Press Kit?

A media kit (or press kit) is a curated collection of resources that provides journalists with everything they need to write about your organization, products, or events. In other words, it’s a one-stop shop for your brand story.

Modern media kits are digital, interactive, built with journalists in mind and support rich multi-media assets. When done well, they not only enhance your brand’s visibility and media appeal, but are also simple to update, share and adjust as needed. You can tailor your press release to geographic regions, specific audience groups or the type of news you’re trying to share – be it a company event or the results of an annual shareholder meeting. 

What are the benefits of a media kit? 

Your media kit should be more than a folder where you dump your brand assets and company information. A great kit comes with real benefits for both you and the journalists you're trying to reach. Here are the main ones:

• Saves time (for everyone): Journalists don’t have to chase down assets or request more info. Everything’s ready to go.
• Keeps Your Brand On-Message: A central source of truth reduces the risk of misrepresentation or outdated content being used.
• Boosts Your Visibility: The easier you make it for someone to write about you, the more likely they are to do it.
• Builds Professionalism and Trust: A polished kit signals that your team is organized, accessible, and media-savvy.

What’s in a media kit? (With Real Press Kit Examples)

Now that you’re all caught up to speed, let’s break down what your media kit should include. We’ll walk you through the essentials and show you how Presspage users have implemented them with real press kit examples. 

1. Media Contact Information

This is non-negotiable. If a journalist wants to get in touch and can’t find the right contact instantly, they’ll move on. 

Include a direct point of contact for media inquiries:

• Full name
• Email address
• Direct phone number (if you’re comfortable sharing it)
• Job title or role (so they know they’re reaching the right person)

If you prefer email over phone, say so. If you have different contacts for different regions or topics, list them clearly.

Example: Puma

Puma keeps it clear and structured, listing dedicated press contacts by name with email addresses. No digging, no guesswork – just fast access to the right person.

And if you’re using Presspage: Our media relations software lets you manage incoming inquiries and track media engagement without the usual inbox clutter. Has your story been published? It also gives you an easy way to reconnect with journalists in case follow-up questions or extra requests come up. 

2. Recent Press Releases

Give journalists instant context by including a few of your latest (and most relevant) press releases. These show what your organization is up to and give reporters a jumping-off point for deeper coverage.

Aim for 2–3 press releases that highlight timely, newsworthy updates. In the automotive industry, that might be the launch of a new hybrid model. In healthcare, the appointment of a new Chief Nursing Officer. And in higher education, it could be the announcement of a major research grant or academic award.

Keep your press releases short, skimmable, and easy to access – ideally hosted in your corporate newsroom.

Example: Smart Automobile

Smart Automobile’s brand newsroom is a great example of clarity and organization. Releases are cleanly categorized, easy to browse, and always  up-to-date.

Pro tip: Ditch the deadlinks and PDF chaos. Use a platform like Presspage to make sure your newsroom stays organized by using content tags. This allows you to group your news in topical sections and makes it easier for your audience to find what matters to them.  

3. Company Background

If a journalist finds themselves digging through Wikipedia instead of your media kit, your story is bound to be inconsistent and full of mistakes. Your kit should include a clear, concise overview of who you are and why it matters. Keep it snappy, clear, and to-the-point – think a one-pager or well-structured section in your newsroom. 

At minimum, include your mission, history, and key milestones. 

Example: KLM

KLM keeps it clean and accessible. Their company background is clearly presented in a dropdown menu, making it easy for journalists to find key facts without digging.

Pro tip: This is a great spot to include your boilerplate - y’know, that short, go-to “about us” paragraph used at the bottom of every press release!

4. Leadership Biographies and Headshots

Journalists love thought leadership, and that usually starts with the people behind your brand. Make it easy to profile your leadership by including short bios and professional headshots.

What to mention:

• Executive names, titles, and a few career highlights
• Downloadable headshots (JPG or PNG, high and low resolution)
  
  

Example: Booking.com

Booking.com keeps it clean and functional with a dedicated page featuring key executives, complete with bios, headshots, and areas of focus. This makes it ideal for journalists doing quick research.

Pro tip: If you’re regularly pitching spokespeople, add a line about media availability or preferred topics they can refer to or comment on.

5. Logos and Branding Assets

Your logo will likely end up in whatever story gets published, so make sure journalists have the right files (in the right formats) from the start. If you skip this step, you risk a media outlet publishing a blurry version of your logo, leaving you looking like an amateur. 

Provide a range of logo options:

• Full-color and black-and-white versions.
• High- and low-resolution formats.
  
  

Example: Whataburger

Whataburger offers a well-organized multimedia section with downloadable logos and brand visuals, making it easy for journalists to access the right assets without chasing a designer.

Pro tip: Clearly label file types and compress everything into a single downloadable ZIP to save everyone time.

6. B-Roll Footage and Photos

Words matter, but often visuals seal the deal. High-quality photos and b-roll footage help journalists bring your story to life across channels.

What to include:

• Product or service shots
• Team or leadership images
• Office, event, or facility footage
• Short b-roll clips for TV or digital use

Also, make sure that assets are available in high resolution, professionally shot, clearly labelled, and easy to preview and download.

Example: Heineken

Heineken’s media gallery is packed with high-quality visuals - from product images to leadership headshots - all downloadable and clearly categorized for quick use by press and partners.

Pro tip: Avoid clutter. Stick to a curated, relevant selection. No one wants to scroll through 200 untagged images named “final_final_v2.jpg.”

7. Additional Elements

Once you’ve covered the basics, consider adding a few extras that make your media kit even more useful, especially if you’re in a complex industry.

Optional (but valuable) additions include:

• Third-party media coverage or product reviews
• Awards and certifications
• FAQs or fact sheets about your company or offerings
• Crisis statements or pre-approved quotes (for high-risk industries)
  
  

Example: GORE-TEX

GORE-TEX includes a dedicated events page, making it easy for journalists to track upcoming appearances, industry conferences, or brand activations. This is especially helpful for pre-coverage or live reporting.

How to Distribute Your Media Kit

Even the best media kit won’t do much if it’s sitting in a forgotten folder. Here’s how to make sure it’s seen – and actually used.

1. Host It on Your Newsroom

Your media kit should live in your digital newsroom software, not in a PDF buried five clicks deep. With Presspage, you can create a central, on-brand hub that’s always accessible for the media and easy to update.

2. Customize for Your Pitch

Don’t just attach the same kit to every email. Tailor it to your angle, highlight product info for tech media, spotlight leadership for business stories, or include visuals for lifestyle pieces.

3. Link It in Your Email Signature

Make it easy for journalists to find your kit without asking. A simple link in your signature can be the difference between coverage and a missed opportunity.

4. Add It to Press Releases

Your press kit should be one click away from every release you publish. It provides instant context and supporting assets without cluttering your announcement.

5. Keep It Updated

Old logos, outdated bios, and broken links are a red flag and hurt brand trust. Review your media kit quarterly and keep it fresh.

How Presspage Makes Creating Media Kits Easy

Building a press kit doesn’t have to be complicated, especially when you’re using the right tools.

With Presspage, you can:

• Host everything in one place with a professional, branded newsroom
• Update content in minutes without relying on dev teams or having to chase down assets
• Add multimedia with ease - from press releases and logos to video, headshots, and more
• Customize kits for every pitch using flexible modules and smart content blocks
• Track engagement to see what journalists are actually using

Whether you’re starting from scratch or giving your media kit a long-overdue upgrade, Presspage gives you the structure, speed, and flexibility to get media results.

Key Takeaway

A great media kit makes life easier for journalists and better for your brand. When you cover the essentials, keep your content up to date, and tailor what you share to the story you’re pitching, you set yourself up for stronger coverage and smoother media interactions. 

Add in high-quality visuals, clear contact details, and a central hub to host it all, and you’re left with a press kit that actually works. Want to build one that does it all (without the hassle)? See how other Presspage users have created an A+ kit that delivers results.