Short, about 30 words
- [Name] is [title] of [company], which [what the company does]. Before [company], [name] [one past role or achievement that explains why they know this field].
Press kit template
A press kit is the page a reporter opens to write about you without waiting for you.
It needs a named press contact, a one-paragraph description, a fact sheet, the latest release, founder bios with portraits, and logos and photos in one download.
Keep it as a public page of your site called Press or Newsroom, and link it from every pitch.
Illustration
Three numbers behind the press page
- 66%of journalists rely on PR content, media kits included, for story ideascision.com
- 58%of journalists want access to credible sources in a pitchdureeandcompany.com
- $0cost of a hosted public press kit page on Press Hook's free planpresshook.com
Copy and send
Press kit template
Copy this block into a page on your site, replace each bracket and delete any line you cannot back with a fact.
PRESS KIT. [Company name] Last updated. [date] Press contact. [Full name], [title]. [email]. [phone]. Replies within [hours] on weekdays, [time zone]. About [Company name]. [One paragraph, 60 to 80 words. What you do and for whom, plus one number that proves it.] Latest news. [Headline of the most recent release], [date]. [Two sentence summary.] Full release at [link]. Fast facts. Founded. [year], [city] Headquarters. [city, country] Team. [number] people in [countries] Markets. [countries or regions served] Customers. [names you have written permission to share] Funding. [amount and round], led by [investor], [date] Leadership. [Name], [title]. [Two line bio.] Portrait at [link]. [Name], [title]. [Two line bio.] Portrait at [link]. Quote. "[One or two sentences in the founder's own voice.]" says [name], [title]. Assets. Logo files in vector and PNG. [link] Product photos, high resolution. [link] Team photos. [link] All assets as one zip. [link] Coverage. [Outlet], "[headline]", [date]. [link] [Outlet], "[headline]", [date]. [link] How to write our name. [Correct spelling and capitalisation.]
What should be included in a press kit
The full checklist, most important first.
- Press contact. One named person with a direct email and a phone.
- Company description. One paragraph, worded as in your releases and on LinkedIn.
- Fact sheet. The numbers a reporter checks, from founding year to the last round. The template is further down.
- Latest news. The most recent release in full and dated.
- Founder and leadership bios. Short and long versions with a portrait for each person.
- Approved quote. One or two lines a reporter can use as is, attributed to a named person.
- Logos. Every colour variant you use, in vector and PNG.
- Product images. Real product shots and screenshots. Each one gets a caption.
- Team and place photos. Taken where the work actually happens.
- Past coverage. Links to stories that already ran, newest first.
- Brand notes. How to write the company name, what not to call the product.
- Downloads. A zip of all assets and a one-page PDF fact sheet.
What is a press kit
A self-serve reference for anyone writing about you, from a trade reporter to a podcast producer.
They use it to check how a name is spelled or what the last round raised, and to download a photo they may print.
In Cision's 2026 survey, 66% of journalists said they rely on PR content, media kits included, for story ideas.
A kit will not win press coverage on its own.
The pitch does that, and the kit makes it easy for the reporter to say yes.
Illustration
How do I create a press kit step by step
Write the company description and read it aloud
If it needs a second paragraph, the positioning is not settled.
Fill the fact sheet, with a source for each number in your notes
Collect or shoot real photos of the team at work and of the product
Export logos in every variant you use
Write short and long bios and get each person's approval
Get the quote approved in writing by the person named
Build the page on your own domain, such as yoursite.com slash press
Put all assets in one zip and one folder with no login
Link the page from the site footer and from every pitch and release
Date the page and set a calendar reminder to review it
Logo and photo file specs for a press kit
Files a designer can drop into a layout without asking. Common newsroom practice, not a formal standard.
| Asset | Formats | Size and quality | Notes |
|---|---|---|---|
| Logo | SVG and PNG with transparent background | PNG at least 2000 pixels wide | every colour variant, with a white one for dark backgrounds |
| Logo for print | EPS or PDF vector | vector, no size limit | include CMYK if you have it |
| Founder portraits | JPG | at least 2000 pixels on the long side | one landscape, one portrait, plain background |
| Product photos | JPG or PNG | at least 2000 pixels on the long side | real product, no mockups with fake text |
| Screenshots | PNG | full resolution, no browser clutter | remove personal data from screens |
| B-roll video | MP4 | 1080p or higher | 30 to 90 seconds, no music |
Name each file so it says what it shows. Add a caption with a credit, and state that the image may be used for editorial coverage.
Copy and send
Fact sheet template
The fact sheet is what a reporter checks a number against. Keep it to one screen.
Legal name. [as registered] Match the company register. Brand name. [how you want it written] One spelling everywhere. Founded. [year and city] No month unless it matters. Headcount. [number and date] Update each quarter. Markets. [countries served] Only where you have customers. Funding. [total and last round] Only amounts already announced. Investors. [lead investors] With their permission. Customers. [named customers] Written permission from each. Key metric. [one number that shows traction] Say how it was measured.
Founder bio template
Write two versions. Reporters use the short one in a caption and the long one in a profile.
Long, about 100 words
- Open with the current role and the problem the company solves. Add two past roles that prove expertise and one detail specific to this person, such as what they studied or a field they worked in. End with the topics they can speak on.
Words to leave out
- Adjectives such as visionary. Reporters delete them.
Copy and send
Key messages sheet and spokesperson Q&A template
The press kit is public.
This page stays inside the company, with whoever gives interviews, so every conversation tells the same story the kit does.
Fill it in when you write the fact sheet and update both together.
KEY MESSAGES. [Company name]. [date] Spokesperson. [name, title]. Deputy. [name, title] Message. [One sentence a reporter could quote as is.] Proof. [The number, customer or document behind it, with its source.] Three messages at most. A fourth one dilutes the first. Hard question. [The one you least want, such as a lost customer or a rival's claim.] Answer. [The fact first, then a bridge back to one message. Two sentences.] Five questions. Rehearse them aloud. We do not discuss. [Topics the spokesperson declines, with the one line used every time.]
Write the hard questions before the messages. Reporters ask the questions you left out, and an answer drafted in a quiet week sounds calmer than one found on the call.
What a startup press kit needs at each stage
Nothing goes on the page that a reporter could not confirm from a public record or from you that day.
The description and one photo per founder. A named contact, even if it is the founder.
Add the launch release and real product images. A short demo video helps if you have one.
Add the round and the lead investor, with their quote if they agree. Update the team size the same day.
Add the wider leadership team and a timeline of milestones. Coverage links now earn their place.
Online newsroom vs PDF press kit
| Online newsroom page | PDF press kit | |
|---|---|---|
| Staying current | edit any time | new file each time, old ones keep circulating |
| On a phone | readable | pinch and zoom |
| Search and AI answers | one URL, and every update shows there | old copies keep turning up after you update |
| Linking from a pitch | one short link | an attachment that makes the email heavy |
| Getting assets | direct download | still needs separate files |
Use the web page as the kit and offer a one-page PDF fact sheet for people who print.
Press kit examples from real companies
What these share is order. Facts come first and the files sit one click away.
Stripe
- A press information page with fast facts.
- Profiles of leaders and board members, with photos.
- Logos in several colour options.
Figma
- A newsroom that puts the latest news next to featured stories, with a press email.
- A media centre where brand and product downloads sit apart from photography.
- A company at a glance section.
Press Hook
- Hosts a public press kit page for free.
- A quick option for a consumer brand that has no web team.
Press kit vs media kit
The terms get mixed up.
A company's facts and files for editorial use.
In most searches, a publisher's rate card for advertisers. For a creator it is the deck for brand deals that lists audience numbers and prices.
A band or artist kit with music links and press quotes. Venues and bookers read it as much as the press does.
How often should you update a press kit
- Add each release and each new story the week it happens. A change at the top of the company goes in the same day.
- Read every line and test every asset link once a quarter. A logo link that fails costs you the photo in the story.
What we put on your press page
Fact sheet that survives a check
We write your one-paragraph description and fact sheet and tie every number to a source a reporter can verify.
Assets reporters can use
We gather logos and photos in the sizes newsrooms ask for. Each file gets a caption and a credit.
Kept current
Each announcement and each real story is added to the kit the same week, and old numbers are replaced.
A seed-round PDF rebuilt as a page
A press page built before a launch, illustrative
- Situation
- A hardware startup was still sending the PDF press kit from its seed round. The headcount in it was a year old, and the only logo was a blurry PNG.
- What we do
- The team moved the kit to a page on the company site, with the fact sheet at the top and a single zip holding every logo and photo. One named person answers press email.
- Outcome
- Every pitch for the launch linked to that page, and reporters could file without asking for a logo or checking a number by email.
Illustrative example, not a client result
Anastasiia Bratkova
Chief Brand, Marketing & Communications Officer, RSE
Signs every pitch
Questions
Cost, format and upkeep of a press kit
What should be included in a press kit?
Start with a named press contact and a fact sheet a reporter can trust. Then add the latest release and founder bios with portraits. Logos and captioned photos go in one zip.
How much does it cost to create a press kit?
Nothing if you build it yourself as a page on your site. Hosted tools such as Press Hook run from a free plan to about $49 a month. Design and photography cost extra.
What is the difference between a media kit and a press kit?
A press kit gives journalists facts and files. A media kit usually sells ad space or sponsorship, and for creators it is a rate card for brands.
Should a press kit be a PDF?
A web page is better. It stays current and reads on a phone, and one short link fits in every pitch. Offer a PDF fact sheet as a download.
How often should I update my press kit?
With every announcement, and a full check at least once a quarter.
Are media kits still relevant?
Yes. Reporters work on deadline, and a page with facts and approved images saves them a round of emails.
Read next
Related guides
- Best press release distribution serviceNewswires compared by public price and what pickup really means.
- How to build a media listBuild a short list of reporters who covered your topic this quarter.
- HARO alternatives in 2026What replaced HARO, which request services are still free, and an answer format reporters pick.
Next step
Get the template
A senior PR expert sends it within one business day, with a story angle for your company.