Lasting Impressions: How to Build an Impactful Press Kit

A current, up-to-date press kit – sometimes referred to as a media kit – is a valuable asset that serves as a hub of company information for members of the media. A journalist wanting to write an article about an organization will often reference the company’s press kit for details to develop a more compelling and complete story. Press kits provide media with background information, making it as easy as possible for a journalist to cover the company comprehensively.

The contents of the press kit will vary between businesses and industries, but there are common themes shared by most. In general, each press kit should include information about your company, products and services, Frequently Asked Questions (FAQ), and any important or brand-specific visual assets.

Comprehensive press kits are highly effective

Below are a few key items JDPR recommends adding to any press kit:

  1. General Company Information: Above all else, press kits should make it clear who your company is. Aside from including basic information like where you are based and general contact information, this section should include:
    • Mission and Vision Statements – What does your company stand for? How are you different from other brands that may be similar?
    • Company Background – When and how did your company start? Are there any interesting facts about your history that people should know? Consider adding information about the number of units sold, where your products are manufactured, the inspiration behind your company and any other specifics you feel are necessary for an audience to understand your brand.
    • Team Member Information – Be sure to include information about your team that is pertinent to the media, especially if they are conducting interviews with any of your team members. Include contact information for your media contact, as well, in case the journalist has any follow-up questions. Contact information should be clear and accessible.
    • Social Media Handles – It is increasingly important for brands to connect with their audiences – and media – online. Including your company’s social media handles (Instagram, Twitter, Facebook, YouTube, LinkedIn, etc.) should be standard for any media- or audience-facing communication, including your press kit.

In this section, you may also include case studies, media coverage, press releases, awards, partnerships, clients and testimonials. The goal here is to provide journalists with updated, accurate details about your business that can be tailored to their audience to give a better, fuller picture of your brand.

2. Product and Services Specifications: You should include spec sheets for popular or new products as well as further information about the services you offer. Oftentimes, media will ask for a press kit when they intend to write about a new product or a change in the company or industry more generally.

3. FAQ’s: You likely already have a good idea of the questions your customers and the media ask about your business on a regular basis. Your press kit is a great place for a document of Frequently Asked Questions – or FAQs – to live. A comprehensive FAQ page will help avoid unnecessary back-and-forth with media and ensure answers to common questions are consistent with approved company messaging.

4. Visual and Digital Assets: The data you include in your press kit should be visually compelling. Consider including charts, graphs and tables to visually tell your company’s story. Attention-grabbing graphics and illustrations make your data – like company growth metrics or an organizational timeline – more impactful and accessible to journalists skimming through your press kit. An effective press kit should also contain high-resolution company assets, like logos and approved photos, that journalists can use for digital and print placements. Be sure to include any details about how to credit your images, as well.

A great press kit has a range of relevant information about your brand and maintains a high level of visual appeal. Whether the press kit lives online or is a downloadable file from a folder or USB, it should be easy to pull information from and follow your brand voice and aesthetic. 

At JDPR, we understand the impact a good, comprehensive press kit can have and are experienced in developing important press kit elements. Whether you are in the process of putting together a press kit, have a kit that has not been updated recently, or if you don’t know where to start, reach out to us at or give us a call at (864) 233-3776.