What Is a Press Kit and What Goes in One?
A press kit, also called a media kit, is a standing collection of company assets journalists pull from when they cover you: logos, product images, executive bios and headshots, a fact sheet, boilerplate and a press contact, all kept at one easy-to-find URL.
Last updated July 5, 2026 · The checklist below is the standard set journalists expect
The six essentials
Every press kit starts with these.
- Company boilerplate
- Fact sheet
- Logo files
- Product images
- Executive bios and headshots
- Press contact
The free press release kit on our templates page includes a boilerplate worksheet and a media contact list, both of which double as press kit building blocks.
Download the kit10 items
Six essentials plus four additions cover almost every request a journalist will send.
One URL
A live /press page on your own site beats any attachment or gated download.
Free worksheet
The boilerplate and media contact building blocks, already written for you.
The checklist
What goes in a press kit
Ten items cover almost every request a journalist will send you. Six are essential; the other four are worth adding once the essentials exist.
The standard about paragraph, roughly 100 words, that also closes every press release you send.
One page of checkable basics: founding year, headquarters, founders, funding and the numbers you can defend.
Vector or high resolution PNG, on light and dark backgrounds, so nobody screenshots your homepage.
Current, high resolution screenshots or photos an editor can publish without asking for better ones.
Two or three sentences per person plus a print quality photo.
A named person with an email that gets answered, not a generic info@ inbox.
Links to your strongest earned articles, so a reporter sees how others framed the story.
Colors, fonts and logo spacing rules, if you care how your brand is reproduced.
Short clips broadcasters and YouTubers can cut into their own coverage.
A dated list of the wins that survive a fact check.
Everything on this list answers a question a journalist would otherwise have to email you at deadline. That is the whole job of a press kit: remove the wait.
Building the kit before the news?
When you are ready to announce, MediaBoost publishes on outlets named before you pay, at a very strong price for the placement quality.
Common confusion
Press kit vs press release
Announces one piece of news and is distributed once, then its job is done.
The standing background a journalist consults every time they write about you.
A press release announces one piece of news and goes out once; a press kit is the standing background a journalist checks while writing that story. If the terms are new to you, start with what a press release is.
The two share exactly two parts: the boilerplate, which our press release boilerplate guide covers line by line, and the press contact. Write both once, well, and reuse them in both places.
Hosting
Where to host your press kit
Put it on a page of your own site, at /press or /media, linked from your footer. One live URL that Google can index beats any attachment, because journalists look for it at deadline speed.
Skip the email gate: a reporter hunting for a logo will not fill a form. And be careful with PDF-only kits, they age badly: facts change, the file does not, and stale numbers end up in print. Keep the page current and let people download assets straight from it.
Press kit FAQ
What is a press kit?
A press kit, also called a media kit, is a standing collection of company assets that journalists use when they cover you: logos, product images, executive bios and headshots, a fact sheet, the company boilerplate and a press contact. It lives on one page of your site so reporters can help themselves without emailing you first.
Is a press kit the same as a media kit?
For a company, yes: press kit and media kit are two names for the same standing collection of assets, and journalists use them interchangeably. One caveat: in influencer marketing, media kit often means a creator's audience stats and rate card, which is a different document aimed at sponsors rather than journalists.
What should a press kit include?
The essentials are a company boilerplate, a one page fact sheet, logo files on light and dark backgrounds, high resolution product images, executive bios with headshots, and a named press contact. Once those exist, add links to past coverage, brand guidelines, and video or b-roll if broadcast coverage matters to you.
Do startups need a press kit?
Yes, arguably more than known brands do, because a journalist covering a startup has nothing else to pull from. A one page version is enough: boilerplate, fact sheet, a logo, one founder bio with a headshot and a contact email. You can assemble that in an afternoon, well before you have news to announce.
Is a press kit the same as a press release?
No. A press release announces one piece of news and is distributed once; a press kit is the permanent background collection a journalist consults while writing about you. They overlap in exactly two places, the boilerplate paragraph and the media contact, which appear in every press release and also live in the kit.
Press kit ready? Put some news behind it.
MediaBoost publishes your announcement on outlets named and agreed before you pay, with editorial review, live within 48 hours, and a personalized proof report of every placement. Pricing is public, one-time and a very strong price for the placement quality, with no sales call and no membership.
Curious what the deliverable looks like? See a sample report.