How to Create a Press Kit for Your Business

A press kit — sometimes called a media kit — is a collection of materials that journalists, bloggers, influencers, and podcast hosts can access when they want to cover your business. Rather than sending individual files in response to every request, a well-organised press kit puts everything in one place and makes it easy for a journalist on deadline to write about you accurately and quickly.

Even small businesses benefit from having a press kit available. When you pitch a story to a local newspaper, appear as a guest on a podcast, or attract attention on social media, a professional press kit signals that you take media relations seriously and makes it far more likely your coverage will be accurate and flattering.

What to include in your press kit

Start with a company overview — one to three paragraphs that explain what your business does, who you serve, and what makes you different. Write this in the third person, as if a journalist is describing you, so it can be used directly in an article or broadcast script with minimal editing. Include when and where the business was founded, its mission, and any notable milestones.

Add a founder or leadership biography. This is particularly important for media coverage because journalists want to quote a named individual. A biography of two to three paragraphs should cover your background, relevant expertise, and why you started the business. Include a professional photograph in high resolution — ideally at least 1500 pixels wide — so publications can use it without it appearing pixelated.

Include a selection of high-resolution brand assets: your logo in full colour and white on transparent background, at least two or three high-quality product or service photographs, and any brand guidelines if you want to control how your visual identity is used. Add a boilerplate — the short standard description of your company that appears at the end of press releases — and your key contact details for media enquiries.

Optional additions that strengthen your kit

If you have received significant media coverage already, include a selection of press clippings — quotes from articles, links to features, or names of publications that have covered you. This social proof tells a new journalist that your story has been validated by peers and reduces the perceived risk of covering an unknown business.

A fact sheet is useful for businesses with a lot of statistics or data points. Rather than expecting a journalist to extract figures from a long biography, a fact sheet gives them headline numbers at a glance — founded in, team size, number of clients served, revenue milestone, coverage area — in a scannable format. Include your most recent product or service announcement if it is newsworthy, along with suggested story angles to help journalists see how they might cover you.

How to host and share your press kit

The simplest approach is a dedicated page on your website, often at yourwebsite.co.uk/press or /media. This page should be findable from your footer navigation and include download links for all assets. Keep the page updated — stale photography or an out-of-date biography can create problems if a journalist uses old information.

For asset downloads, use a cloud storage service such as Google Drive or Dropbox to host high-resolution files and link to the folder from your press page. Avoid putting large files directly on your website server. Include the date each asset was last updated so journalists know what is current. The digital marketing team at Xpose in Norwich often helps clients set up a clean, professionally presented press page as part of a wider PR and content strategy.