The press kit (media kit) is the package of resources you make available to journalists: logos, photographs, company data, short biographies and a media contact. It does not replace the press release — it complements it. You send it when the newsroom confirms interest or when your pitch refers to visual material; not as a substitute for a release with no news in it.
What does the journalist find in a press kit?
The press kit centralises what the editor looks for once the subject is relevant: the company's identity, the correct spelling of its name, legally usable images, a media contact. The English term “media kit” is common; it also appears as “press pack”. The content is factual and reusable — updated quarterly or on a rebrand, not rewritten with every release.
The difference from a release:
| Element | Press kit | Press release |
|---|---|---|
| Purpose | background resources | a dated announcement |
| Updates | periodic | per event |
| Tone | descriptive, stable | news, factual lead |
| Distribution | on request / a dedicated page | pitch plus newsroom list |
| Contains news? | no | yes |
A complete kit reduces the number of clarification emails — it does not automatically raise the chances of publication.
Which sections does a minimal kit include?
Four sections cover editorial requests for a small or medium company: about the company, visual identity, images, media contact. You do not need a 40-page PDF — you need correct, downloadable information, with a visible update date on the press page.
- About the company — 150–200 words: what you do, when you were founded, verifiable figures (employees, markets). Reuse the boilerplate from your releases — see press release boilerplate.
- Visual identity — vector logo (SVG/EPS) and PNG on light and dark backgrounds; short usage rules (minimum clear space, official colours).
- Images — photographs of the product, premises, team; minimum 300 dpi for print; explicit file names (
company-name-headquarters-2026.jpg). - Media contact — name, title, phone, email; availability hours for interviews.
Optional sections, useful at scale:
- Executive biographies — 80–100 words per person, full title, no unjustified praise.
- Frequently asked questions — founding data, public shareholding if applicable, certifications.
- Case studies — one paragraph with a measurable result, with the client's consent to publish.
- Neutral product sheets — verifiable technical specifications, no promotional copy; useful at launches.
Keep the tone descriptive: the kit answers “who, what, how do I get in touch” — not “why buy”. If a paragraph sounds like a brochure, move it to the launch release, not to the press kit.
How do you structure the files for sending?
You organise the kit as a folder or a web page with a single link — not as an 80 MB attachment on every pitch. Newsrooms download selectively; large archives get blocked by spam filters. A /press/ page on your own domain beats a personal cloud link that expires.
Technical recommendations:
- A
/press/or/media/page on the site — a list of downloads plus contact; dated updates. - A cloud folder — a read-only link, regenerated on every major version; not a temporary personal link.
- File names —
brand-element-description-year.extension; avoidfinal_final2.png.
When sending to a journalist, include a single line in the pitch: “Media material: [link]” — you do not replace the release. The structure of the pitch is described in pitching a journalist.
If the newsroom publishes an article with your logo, confirm verbally or by email that editorial use is permitted — even if you wrote it in the kit. Some newsrooms ask for specific confirmation for special layouts (cover, special edition).
When do you send the kit to newsrooms?
The right moment: after the subject is relevant, not before explaining the news. Send the complete kit on request; in the initial pitch the link to the press page in your signature is enough. The cold email with a 50 MB pack and no release is the one most often ignored.
| Situation | Send the kit? | What you send first |
|---|---|---|
| Pitch for a new release | optional link in the signature | the release |
| The newsroom asks for a logo for an article | yes | a direct link to the file |
| Event invitation without an announcement | not as a substitute | event release |
| Confirmed interview | yes | biographies plus talking points |
| Cold email with no relationship | no | only if they reply |
Which usage rights do you specify for images?
Without a clear licence, the editor may refuse to publish the images. Include a short wording in the kit — editorial use permitted with credit, modification of the logo forbidden, validity date. If the photographs contain identifiable people, you need image usage consent.
Standard wordings:
- editorial use permitted with the credit “Source: [Company name]”;
- modification of the logo forbidden;
- validity: “Material valid until [date]” or “Last updated: [date]”.
Do not promise “royalty-free” without documentation. Conservative newsrooms exclude material without written clarification — the loss is on both sides.
If you use stock images without a model release for recognisable faces, flag the limitation in the kit — the editor decides whether they can publish. Partner logos require separate written consent, not just their presence in the folder.
How do you link the kit to the other PR tools?
The flow links four tools in order: release, pitch, kit, follow-up. The kit comes in when the newsroom asks for resources — not when you explain the relevance of the subject. Re-send the same package only if it has been updated; otherwise you lose the credibility of your contact list.
- Release — announces the news (how to write a press release).
- Pitch — explains the relevance for the newsroom (pitching a journalist).
- Press kit — resources on request, a link in the signature.
- Follow-up — only if there is a new element; do not re-send the same package.
At a product launch, the release contains the news; the kit contains product images and verifiable specifications — not the full marketing list from the brochure. The AP principles remind us: transparency towards the public precedes any auxiliary material.
Frequent mistakes in press kits
Five errors appear in first versions: huge files, expired data, an unadapted logo, flattering biographies, a generic contact. Each generates clarification emails — exactly what the kit should eliminate. Check the page as a hurried editor, not as the marketing team.
A single 50 MB PDF on every email. Use a web page with selective downloads.
Outdated data. A 2022 headcount or a chief executive who has resigned damages credibility — note the update date on the press page.
A logo only on a coloured background. Newsrooms have varied layouts; offer variants.
Flattering biographies. “An accomplished visionary” is not verifiable; title, experience, a concrete fact.
A kit without a human contact. A press@ address without a mobile phone for emergencies blocks the interview on publication day.
Unlabelled paid material in the kit. If the press page promotes paid text as a report, it breaches the rules on commercial communication — Romanian Law 365/2002, Article 6(2). Labelling paid formats is explained in the guide on advertorials.
How do you check the kit from the newsroom's perspective?
Open the /press/ page on a phone, without logging in. Download the logo and open it in a viewer — is it legible? Is the contact clickable? Is the update date visible without excessive scrolling? If you cannot manage it in 60 seconds, neither will the hurried editor.
Send the link to a colleague outside marketing: do they understand what the company does from the boilerplate? If not, simplify — the kit is not a brochure but a fact sheet.
Video, if you include it, has a stable link and specified editorial usage rights — some publications do not use long clips; also offer an alternative still frame.
Press kit checklist
Check the live page, not just the internal folder. A broken link or an old logo costs more than delaying publication by a day. Run the checklist below from an incognito browser, as a journalist discovering the site for the first time — not from the CMS.
- Boilerplate up to date, aligned with recent releases.
- Vector logo plus PNG on light and dark backgrounds.
- At least three usable images, with rights clarified.
- Biographies under 100 words, full titles.
- Media contact with phone and availability hours.
- A visible “Last updated” date on the page.
- A stable link tested from an external network (no mandatory login).
- A reasonable total size (under 100 MB) or separate downloads.
Save the kit version with the date in the archive name (press-kit-2026-08.zip) — useful when a newsroom quotes an old image and you have to show what was valid on the publication date.
The media kit can accompany the brief, but it does not replace the text and the sender's details. For an announcement ready to publish, see the list of required information and publication options; include only the documents relevant to the material sent.
Frequently asked questions
Does the kit replace the press release?
No. The kit provides background resources; the release announces the dated news. Send the release in the pitch; offer the kit on request or through a link in the signature.
How often do you update the kit?
A quarterly review or on any major change: rebrand, a new chief executive, published financial figures, a moved headquarters. Note the date on the press page.
Do I need a kit if I am a small company?
Yes, if you contact newsrooms or publish releases regularly. The minimum: boilerplate, PNG logo, one photograph, contact — it can be a single web page.
Can I include paid material in the kit?
Yes, if it is labelled as such — the same rules as for the paid format. Do not mix the editorial team's material with client-paid texts without a label.
Where do I host the files?
On your own domain, under a dedicated page — avoid links that expire. A CDN is useful for speed; what matters is the long-term stability of the URL.
Last updated: 19 August 2026.