How to Create a Press Kit. Template & Examples for 2025

A well-crafted press kit is essential for gaining media coverage and making it easy for journalists, bloggers, and influencers to share your story. Whether you're launching a new product, announcing a major update, or looking to increase brand visibility, having a professional and accessible press kit can make all the difference. In this guide, we’ll walk you through how to create a press kit, what to include, and provide templates and examples to help you get started in 2025.

What is a press kit?

A press kit (same as media kit), is a collection of essential information and assets that help journalists, bloggers, and influencers quickly understand and cover a brand, product, or individual. It typically includes key details such as a company overview, product descriptions, high-quality images, logos, recent press releases, and contact information. 

The goal of a press kit is to save time for you and any journalists, influencers, or bloggers who are interested in covering your product. They can find all information about your company in a single convenient place without having to waste time researching or emailing you.

Press Kit vs Media Kit

A press kit and a media kit are essentially the same thing and these terms can be used interchangeably. While some industries may prefer one term over the other, they both serve the same purpose: streamlining media coverage with ready-to-use content.

Why do you need a press kit

A press kit makes it easier for journalists, bloggers, and influencers to cover your brand by providing them with all the essential information in one place. Instead of wasting time answering repetitive media inquiries, you can simply direct them to your press kit, ensuring accurate and consistent messaging.

When reporters can quickly access high-quality images, videos, company details, and contacts, they’re more likely to write about your brand. A well-prepared press kit makes their job easier—and that means more visibility for you.

Finally, a well-crafted press kit adds credibility by showcasing your brand’s professionalism and preparedness. When journalists and industry professionals see a polished, well-organized media kit with high-quality assets and clear messaging, they’re more likely to take your brand seriously.

What to include in a press kit

Choosing what to add to your press kit highly depends on the industry you are in. However, there are several vital elements that will help provide value to your PR work, simplify media outreach, and showcase your brand.

1. Story and mission

Clearly define your mission statement in a sentence or two. What problem you solve, who you serve, and what drives your brand forward.

2. Company or product facts

Briefly explain what your company or product offers. Make sure to answer these questions:

1. What is your product?

2. Who is it for?

3. How much does it cost?

3. Images

High-quality images are essential for a professional press kit. Journalists, bloggers, and media outlets need access to visually appealing content that can be used in articles, social media posts, and other coverage. Providing high-resolution images ensures your brand is presented in the best possible light.

Include a variety of images, such as product shots, screenshots, lifestyle photos, team photos, promo materials, or any other relevant graphics. To make things easy, organize your images with labeled tags and provide direct download links.

4. Videos

Include a mix of brand videos, product demos, behind-the-scenes footage, and interviews with key team members or founders. Short, high-quality clips that can be easily embedded or downloaded are ideal for media use.

Make sure your videos are hosted on accessible platforms like YouTube, Vimeo allowing journalists to view and embed them without hassle.

5. Logos

Your logo is a key element of your brand identity, so it’s important to provide high-quality, easily accessible versions in your press kit. Journalists, bloggers, and media outlets may need to use your logo in articles, event listings, or promotional materials, and having the right files available ensures consistency.

Provide different logo variants, like square, wide, icon-only, dark-mode, and transparent versions. This will let journalists use the most suitable option for their layout and color scheme, making sure to depict your branding stays clear and professional.

6. Press coverage

Adding a press coverage section to your press kit builds credibility by highlighting previous media features, interviews, and articles about your brand. It reassures journalists that your story has already gained interest, increasing the chances of further coverage.

Showcase notable news mentions by including links to articles, podcasts, or video interviews from reputable sources. If you’re still growing your media presence, consider including endorsements from industry experts, influencers, or key partners who can speak to your brand’s impact.

7. Leadership team

Add information about the key people behind your company or product. Include brief bios of founders, executives, or other key figures to give the media context about who is leading the business and why they matter.

To get the most out of your press kit, include high-quality headshots of each member, their email address, LinkedIn profile, X (Twitter) handle, and a few important facts.

8. Contact information

Finally, your contacts are the bread and butter of your press kit, ensuring that journalists, bloggers, and media professionals can easily reach you.

Include a dedicated email for press related inquiries, like press@yourdomain.com, phone number and address, company’s Instagram profile, LinkedIn page, X (Twitter) handle, Subreddit, Discord channel, and any other public facing social media.

Avoid using generic contact forms—direct contact details make it easier for journalists to get quick responses.

Press kit template - how to format your press kit

Creating a press kit can be challenging, especially when starting from scratch, as there is no universal template that fits every brand's unique needs. Recognizing this, Pressdeck offers a solution by enabling you to create professional, customizable press kits in seconds.

Using Pressdeck’s suggestions, you can systematically fill out all the essential sections of your press kit without the hassle of starting from a blank page. The platform guides you through each key element—such as your company story, product details, images, videos, logos, team members, contact information, and more—ensuring you don’t miss anything important. 

By simply following Pressdeck structure, you can ensure that every critical detail about your product or brand is included in a professional and visually appealing way. The result? A press kit that stands out, making it easier than ever to get media coverage and establish your brand in the public eye.

5 press kit examples: the best product media kits

Looking for inspiration? Here are five outstanding press kit examples from brands that have nailed their media kits. These examples showcase how a well-structured press kit can make it easy for journalists to cover a product while maintaining a strong and professional brand presence.

Slack

Slack has a dedicated media kit page on their website with easy access to their logos, screenshots, and brand center. They do an excellent job of showcasing high-quality product screenshots and logos, where each one is clear, well-organized, and available in multiple formats, ensuring media professionals can quickly find and use visuals that fit their needs.

Coursable

Coursable’s press kit is highly effective because it immediately provides clear, concise information about the product, its target audience, and pricing, ensuring journalists can quickly grasp its purpose. Additionally, it includes a dedicated media page with high-quality images and logos, allowing journalists to easily find and download visuals for a consistent and professional brand presentation.

Ahrefs

Ahrefs’ press kit is a great example of a well-structured and media-friendly resource. It starts with a clear company introduction, giving journalists a quick understanding of what Ahrefs does and its industry impact. The kit includes high-quality product screenshots and logos, making it easy for media professionals to visually represent the platform in articles. Additionally, it features team photos, adding a personal touch, and quotes from authoritative sources, reinforcing Ahrefs’ credibility.

Lyft

Lyft’s press kit is well-organized, featuring links to articles from major publications, clear contact information, and detailed brand guidelines to ensure proper logo and asset usage. However, a drawback is that all media assets—such as screenshots, team photos, and logos—are stored in a downloadable folder rather than being easily viewable online. This makes it less convenient for journalists who may prefer to preview assets before downloading, and a more interactive, web-friendly media page would improve accessibility.

Finale To Do

Finale To Do’s press kit is a great example of a well-structured and informative media resource. It clearly explains what the app does, outlines its key features, and links to help articles. The kit also provides easy access to media assets, including screenshots, promo materials, videos, and high-resolution logos, which are available online to preview and download instantly. Additionally, it showcases brand colors for consistent branding and includes a QR code for quick mobile app downloads, making it even more user-friendly and visually appealing.

Frequently Asked Questions

Have questions about creating a press kit? Let’s cover the most common concerns.

1. Where should I keep my press kit?

In today’s digital world, your press kit must be online and easily accessible to ensure journalists and media professionals can find it whenever they need it. Instead of using outdated PDFs or hard-to-navigate folders, the best approach is to publish your press kit on a dedicated platform that keeps it well-organized, professional, and always available.

With Pressdeck, you can create and host a beautiful, fully optimized press kit that’s easy to update, share, and access from anywhere. Plus, with fast loading times and SEO optimization, your press kit will be easy to find and use.

2. How to make my press kit stand out?

To make your press kit stand out, keep it concise, visually appealing, and easy to navigate—journalists don’t have time to sift through unnecessary details. Focus on clear messaging, high-quality visuals, and a well-structured layout to make key information instantly accessible. 

3. What are the best practices for formatting a press kit?

Keep it clean, organized, and easy to navigate, with clearly labeled sections for quick access. With Pressdeck, formatting your press kit is effortless because it automatically structures everything into a professional, easy-to-navigate website. Instead of manually designing a layout, Pressdeck organizes your content into clear pages, ensuring journalists can quickly find what they need. The platform also optimizes your press kit for desktop and mobile, making it accessible from any device. 

4. How to promote my press kit and get visibility?

Integrate press kit into your website by adding a prominent link, preferably in your header and footer, so journalists can find it easily. Hosting it on your own domain, like press.yourcompany.com, adds credibility and makes it more professional. Additionally, actively share it by including the link in emails to journalists, influencers, and partners, ensuring they have direct access when covering your brand.