A press kit, often referred to as a media kit or Electronic Press Kit (EPK), is a package of informational documents and assets. Its function is to provide journalists, bloggers, and other media professionals with all the necessary materials to write a story easily and accurately. By curating this information, a company or individual ensures that the media has instant access to verified details and approved visuals for publication. The primary purpose of this resource is convenience, removing the need for media to chase down basic facts or request assets under tight deadlines.
Defining the Purpose and Format
The press kit is a foundational tool in any public relations effort, allowing an entity to control its narrative and ensure messaging consistency across various media outlets. It strategically positions the brand’s story by preemptively addressing the questions a reporter is most likely to ask. The modern press kit has largely shifted from physical folders to a digital format, known as the Electronic Press Kit or EPK. This EPK is typically hosted on a dedicated, easily accessible webpage or provided as a clearly organized, downloadable zip file. The contents of the kit should also be tailored to the specific target audience, whether designed for B2B trade publications or consumer-focused lifestyle media.
The Core Narrative Documents
The written content forms the backbone of the press kit, providing the foundational text that media professionals can use to understand and report on the story. These documents are designed to be copy-and-paste ready, minimizing the effort required for a journalist to draft an article.
The Press Release
The press release is the centerpiece of the kit, providing the announcement that justifies media coverage, such as a new product launch, a major funding round, or a significant corporate milestone. This document follows a standard journalistic structure, presenting the most compelling information first to immediately capture the reporter’s attention. The release must be current, reflecting the latest developments and framing the news in an engaging and relevant context.
Company/Individual Biography
A comprehensive biography details the history, mission, and achievements of the company or the individual spokesperson. To accommodate various editorial needs, it is advisable to provide three distinct versions of the bio: a concise 50-word summary, a medium 150-word overview, and a more detailed 500-word account. All versions should be written in the third person, focusing on objective accomplishments rather than subjective claims.
Boilerplate and Fact Sheet
The boilerplate is a standardized, concise paragraph used at the end of every press release that briefly describes the company or organization. It acts as an “About Us” statement, communicating the core business and purpose consistently. In contrast, the Fact Sheet is a bulleted document that summarizes key statistics, such as founding dates, market size data, recent milestones, and leadership names. This sheet provides reporters with quick, verifiable data points for inclusion in their articles, ensuring factual accuracy.
Essential Visual and Multimedia Assets
Visual and multimedia assets are necessary elements that media outlets require to illustrate a story for their audience, and they must meet specific technical standards. Providing these assets in the correct formats streamlines the publication process and ensures proper brand representation.
High-Resolution Logos
Logos must be included in multiple formats and color schemes to accommodate different publishing environments. Provide vector formats (like SVG or EPS) for scalability in print, along with high-resolution PNG files that feature transparent backgrounds. Different color profiles, such as CMYK for print and RGB for web display, should be clearly labeled.
Executive and Product Photography
All photography must be high-resolution. The kit should contain modern headshots of key executives and spokespeople, along with a variety of product or service images. Product shots should include both studio-style images and contextual photographs showing the item in use. All files should follow a clear naming convention, such as “Company_Product_InUse_HighRes.jpg,” to aid media organization.
Video Content and Demos
If applicable, the press kit should include links to high-quality video assets rather than the large files themselves. This content may include product demonstrations or a short sizzle reel. Hosting these videos on platforms like YouTube or Vimeo ensures they are easily embeddable into online articles and can be accessed without downloading large files.
Supplementary Background Information
Supplementary background information provides context and credibility that helps media professionals gauge the brand’s significance. These resources add depth and proof points to the story, supporting the claims made in the press release.
- Links to recent, notable media coverage or well-documented case studies.
- Testimonials from respected industry figures or customers.
- A list of awards and accolades received.
- A list of Frequently Asked Questions (FAQs) tailored to media inquiries.
Contact Information and Distribution Strategy
The logistical details of the press kit are just as important as the content, dictating how easily a reporter can access the information and follow up for clarification. A clearly designated, responsive media contact is necessary for follow-up questions and interview requests.
The contact information must include a primary media representative’s full name, title, direct email address, and phone number, ensuring they are available during standard business hours. The Electronic Press Kit should be hosted on a dedicated, easily discoverable URL on the company’s website, such as a “Press” or “Newsroom” page. The content must be continually reviewed and updated to reflect the most current facts, figures, and personnel, ensuring the media is never using outdated information.