How to build the perfect press kit

January 24, 2022

8 minute read

How to build the perfect press kit

Building a perfect press kit

What does a press kit consist of?

A press kit gives journalists and other writers direct access to relevant information about your business – and it helps you get the positive publicity in the media you deserve. That's why we're ready to help you put together the perfect press kit.

What is a press kit? 

A press kit is a page on your company's website that presents your product and provides access to material to be used for PR – such as images, logos and other relevant material.

The press kit creates easier access to information about the company for journalists, writers, influencers and bloggers, who thereby find it easy to bring your stories forward and share your product with the world.

The purpose of the press kit is therefore also that the information you include fits into the template for a press release. A good template for a press release includes the following:

  • A sharp angle for the story 
  • Relevant quotes from reliable sources 
  • Contact information for sources and sender
  • Press materials as relevant images

When writing a press release about your company, your press kit should therefore provide access to information that fits the template and makes it easy to make a good press release.

Make the perfect press kit

It is different from company to company in regards to how much material you choose to include in your press kit. However, there are some basic elements your press kit should contain:

  • The Company’s core narrative 
  • Figures and facts
  • Press photos
  • Logo 
  • Former articles

Below you can read more about the basic press material that your press kit should contain.

Your company's core story

Your press kit should make it easy for journalists and other writers to make an exciting and complete introduction to your business and what you are set out to do or produce. Therefore, the press kit must include the company's core narrative.

The core narrative should only be somewhere between 200 and 400 words. It should quickly and effectively provide the reader with answers to questions such as:

  • Who are you – and what is your vision? 
  • Who are your customers? 
  • What do you do – what is your core product? 
  • What are your 3 most important forces?

Your core narrative should give the reader a good understanding of you as a company – who you are, what you want to achieve, and how your product and service can realise your vision. In this way, the reader quickly gets a clearer picture of the company.

The information in the core narrative must be able to be used as background knowledge for publications such as news articles or portraits of the company.

Relevant figures and facts about the company

When it comes to press releases, articles and other publications, most journalists and other writers will demand relevant figures and facts about the company. Therefore, it is always a good idea to include as many concrete facts and relevant figures in the press kit as you can.

For example, figures and facts can be

  • When the company was founded – and by whom
  • Accounting and sales figures 
  • Figures for employee growth
  • Information about your ownership, organization or board composition 
  • Other relevant data

Your figures and facts make it easy for journalists and writers to put together an informative fact box for the article that quickly lets the reader get an overview of your company's performance. 

Also, remember that journalists and other writers must always have access to the most up-to-date and relevant news and information. Therefore, always make sure to continuously update the figures and other relevant data that you include in your press kit.

High-quality press photos

Articles, portraits, and other publications are always more visually appealing if they include beautiful photo material that captures the reader's attention. Therefore, it is an advantage if your press kit contains various high-resolution press photos that give a good picture of the company.

Motives can for example be: 

  • Portrait photo of the company's owner and key employees
  • Product images and pictures of your performance in practice
  • Pictures of your company’s headquarters

You can type a short text for each image that explains what the image shows. If your imagery is of high quality and you have motives suitable for different articles, you can save the editors from sending a photographer. 

Journalists often have a very short deadline to work with, and therefore it is a great help if you already have photo material ready for use in your press kit. Simultaneously, this allows you to retain control over what the company's visual presentation will look like in the finished article.

Design and logo

One of the elements that the press kit should include is an insight into your company's visual identity. Here, it may be an advantage to include a design manual that can help ensure a certain uniformity in the visual expression when your business is mentioned. 

In this regard, your logo is a major factor. Therefore, you should make sure that your press kit contains a high-quality updated logo in useful formats (PNG, JPEG, etc.). In this way, you also ensure that companies that need to be able to credit you in communication materials – e.g. companies that are part of sponsorship agreements – can easily refer to your logo.

At the same time, you make sure that your mentions contain an updated logo that readers will recognize. In this way, the logo in your press kit can help generate interest among future customers and employees.

Old articles and other publications 

Last but not least, your press kit should contain a selection of articles and publications that have already been published. It provides good background knowledge and helps support the company's basic narrative.

This way, you give journalists and other writers a better understanding of who you are, what your journey has looked like so far, and what you have achieved so far.

Continuously update your press kit

When you can tick off all of the above points, you have put together a good and complete press kit for your website. But the work doesn't stop here. It is important to make sure that you keep your press kits up to date on an ongoing basis. 

 Therefore, regularly review your press kits and keep an eye out for items such as:

  • Contact information
  • Sales and accounting figures
  • Pictures and information about employees
  • Logo design and other design elements
  • Elements of your core narrative that should be developed further

When you ensure that your press material is always up to date, you ensure that press releases, articles, and the likes are always based on the most up-to-date and relevant information. You also avoid the media using images of employees who are no longer employed, or your company becoming known by a logo you no longer use.

Assemble the perfect press kit with COPUS

COPUS is ready to lend you a hand with a professional and informative press kit that matches your brand narrative and contains everything you want to tell about your business.


Contact us and hear more about how we can help you.