Press Kit Template

Press kits are the bridge between a brand's story and the journalists who tell it to the world. A well-assembled press kit reduces the time journalists spend on basic research and increases the likelihood that coverage is accurate, on-message, and compelling for their audience.

What Is a Press Kit Template?

A press kit, also called a media kit, is a curated package of information and assets prepared by a company or organization for distribution to journalists, editors, podcast hosts, and other media contacts. It provides everything a reporter needs to write or produce a story without requiring extensive back-and-forth with the communications team.

Press kits are used for product launches, funding announcements, executive appointments, event coverage, and any other occasion where a brand seeks media attention. They may be delivered as a physical package, a PDF document, or a digital media center hosted on the company website.

Key stakeholders include the PR or communications team that creates and maintains the kit, executive leadership whose bios and quotes appear in it, and the journalists and media professionals who rely on it to produce timely, accurate coverage.

What to Include in Your Press Kit Template

1. Company Overview and Boilerplate: Provide a concise description of the company, including what it does, who it serves, when it was founded, and what makes it notable. The boilerplate is typically a standardized paragraph that journalists can copy directly into their coverage.
2. Executive Bios and Headshots: Include brief professional bios for the key executives who serve as spokespersons, along with high-resolution headshots in multiple formats. Keep bios to 150 to 200 words each and focus on relevant credentials and accomplishments.
3. Key Facts and Statistics: Provide a fact sheet with the most important data points about the company, including employee count, geographic presence, customer base size, notable milestones, and any recent funding or revenue figures.
4. Recent Press Releases: Include the two or three most recent press releases relevant to the current story opportunity. These give journalists context about the company's recent activity and provide quotes that can be used in coverage.
5. Product or Service Information: For product-focused press kits, include product descriptions, specifications, pricing, availability, and high-resolution product imagery. For service businesses, include a clear overview of the service offering and client categories served.
6. Media Contact Information: Clearly display the name, title, email address, and phone number of the press contact. If there is an after-hours line or a designated spokesperson for specific topics, include that information as well.

Tips for Writing an Effective Press Kit Template

Lead with the business problem, not the solution

Frame the company overview around the problem it solves, not just what it does. Journalists write stories about impact and change, and a company overview that opens with the market gap or customer challenge is more compelling than one that leads with a product description.

Use data and evidence throughout

Specific numbers make coverage more credible and compelling. A company with 12 million users is more interesting than one that says it has a large user base. A statistic that quantifies the problem you solve is more newsworthy than a general claim.

Tailor the document to your specific audience

A press kit for consumer journalists should be written differently from one for trade publications or business press. The tone, the facts emphasized, and the narrative angle should all reflect what each media audience cares about most.

Keep the executive summary under one page

Journalists are under time pressure. A one-page company overview that captures the most important facts, the founding story, and the key differentiator allows a reporter to quickly assess whether the story fits their beat and audience.

Include a clear call to action

Close the press kit with a clear invitation to reach out and what they can expect when they do: an interview with an executive, a product demonstration, additional data, or a customer reference. Make it easy for journalists to take the next step.

Frequently Asked Questions

1. What is the purpose of a press kit?

A press kit gives journalists the information, assets, and context they need to produce accurate, timely coverage without requiring extensive communication with the PR team. It lowers the barrier to coverage and increases the quality and consistency of what gets published.

2. How long should a press kit be?

A digital press kit or media center can include as many assets as are relevant. A PDF press kit should typically be 8 to 15 pages. The goal is to be comprehensive enough to answer most journalist questions, but organized enough that reporters can quickly find what they need.

3. What is the difference between a press kit and a press release?

A press release is a single document announcing a specific news event. A press kit is a broader package that includes the press release plus background information, bios, images, and other context that journalists need to produce their coverage.

4. Who typically receives a press kit?

Press kits are distributed to journalists, editors, podcast hosts, bloggers, and other media contacts covering topics relevant to the company. They may also be made available on the company's website for any media professional who independently reaches out.

5. What are the most important sections of a press kit?

The company overview, executive bios, and fact sheet are the most frequently used sections by journalists. High-quality photography and clear media contact information are essential operational elements that many press kits unfortunately overlook.

More Pitch Deck Templates