Creating a Press Kit/Media Kit

Press kits (also known as media kits) help tell your company's core facts to site visitors, including journalists and the media in general, in a neat, easy-to-digest package. The goal is for anyone visiting your press kit to figure out the key people, facts, and information about your company without speaking to you.

A great press kit also includes assets (sometimes called media kits) that they can download as needed for their story without emailing you first and then sitting around waiting for a response. This saves their time and yours while drastically improving your media relations without too much effort on your part.

Press kits should be simple pages with all essential information easily accessible. Bluehour will help design and develop your press kit page, but you will need to submit most of the details to be added. Below is a comprehensive list of the top items to include and further details on each.

What Should Be Included

Here are the most essential items a press kit page should include:

Boilerplate
Team Bios & Contact Info
Logo Variants
High-Resolution Images
Video & Audio Files
Contact Information
Social Media Links
Product/Service Fact Sheets (PDFs that can be easily downloaded and swapped out when needed. These PDFs should have a 'Last Updated on xx' date at the top of each file.)

Boilerplate

A boilerplate is a brief paragraph that highlights your company and its core business information and does not change. It's a standardized copy, so you will often see the same paragraph concluding every press release unless your company undergoes some considerable change that warrants a new boilerplate. Keep boilerplates short at 100 words or less, but aim for 50 words. If it takes too long to explain your company, it won't translate well when journalists discuss your company in articles.

Team Bios, Quotes, & Contact Info

These should only be high-ranking team members who should be contacted to appear in articles, on podcasts, or cited for professional insight. Contact info should include their email address and can include social media handles as well. Adding quotes from these team members is highly likely to be used in an article.

Logo Variants

These should be hosted in a dedicated asset folder on your end that will then be added as a link or embedded in the page. This allows you to swap out images as needed. Files should include:

SVG (preferred as this allows the person download to scale the image up or down as needed without losing resolution)
PNG (upload the largest version of your logo you have, minimum 1,000 pixels wide)
Include two logo versions, one that is best suitable for light backgrounds and one for dark backgrounds.

This should also include instructions on how to use the logo files correctly and how not to use them.

High-Resolution Images

It has the same structure as logo files but only a collection of the most essential and current images. It is also a best practice to organize images by category, such as team photos, company history, product photos, or service photos. As mentioned above, use the largest file sizes you have for images in PNG or JPG format and update file names to match the image.

Video & Audio Files

Add the most essential links to all hosted files and a brief media file description if relevant, such as links to your YouTube, Vimeo, or Wistia files.

Please note that if you don't have the file hosted externally, it is hard for the journalist to include it in an article as it requires extra work.

Contact Information

This is your company's primary spokesperson, and the contact person is included in all press releases. It is strongly recommended that you create an alias for the contact email address, such as press@domainname.com.

All applicable social media links. These should be tested often to ensure no broken links.

Product/Service Fact Sheets

PDFs that you can easily download and swap out when needed. Similar to images, these should also be hosted in a dedicated folder. These PDFs should have a 'Last Updated on xx' date at the top of each file. These should be simple and easy for a journalist to pull material from. The easier it is for them to process, the higher the likelihood it will be utilized. If linking to pages on the website, ensure the link is typed out in the PDF so a journalist can easily copy it.

EXAMPLES

The following is a collection of vastly different press kits from which to take inspiration.

Lyft Press Kit
Uber Newsroom
Slack Media Kit
Intercom Newsroom
OptinMonster Press
Speechly Press & Media