What is a press kit?
A press kit is a bundle of press materials journalists can use directly: company information, facts and figures, biographies, logos, and rights-free photos in high resolution. Once a physical folder handed out at events, today it is usually an online page where press finds everything in one place.
Written by Timon Hendriks · Last updated on 12 July 2026
How it works in practice
A complete press kit contains a short company description (your boilerplate in long form), key figures and milestones, biographies and portraits of the company's faces, product photos and logos in high resolution, and your spokesperson's contact details. All rights-free and directly downloadable, with no login or request form.
The goal is removing friction. A journalist on deadline uses what is at hand; if your images are missing or your figures are inconsistent, the article gets shorter, or it features the competitor whose material was ready. Host the press kit in your online newsroom, keep it current, and point to it in the notes to editors of every press release.
Example
A Monterey producer of canned seafood launches a new product line. The online press kit holds high-resolution product photos, a cannery shot, the third-generation owner's biography, and a fact sheet on the family business. A food journalist filling a page late at night downloads everything without sending a single email. The article runs next day, with accurate facts and strong images.
Common mistake
Locking image material behind a request form. Every barrier costs coverage: a journalist on deadline requests nothing, and simply picks the story whose material was ready.
Frequently asked questions
What belongs in a press kit?
A short company description, key figures, biographies and portraits of your key people, logos and photos in high resolution, and your spokesperson's contact details. All rights-free and directly downloadable.
Where do you host a press kit?
In your online newsroom or on a fixed press page of your website, clearly linked in the menu or footer. Reference it in the notes to editors under your press releases too.