Press Kit Examples

A press kit is also called a media kit. Same thing, different name. It hands journalists, bloggers, and podcast hosts everything they need to cover you: a boilerplate, executive bios and headshots, a fact sheet, high-resolution logos, past press coverage, and direct contact information. No follow-up questions needed. The examples below show how those six pieces shift for a startup, an established brand, a nonprofit, or an individual executive.

I've built press kits for founders, brands, and nonprofits for years. The kits that get used share the same structure. The ones that get ignored are missing one of the six pieces below. Or they bury them behind a login wall.

What a Press Kit Actually Contains

Every functional press kit, regardless of industry, includes these six components. Skip one and you make a reporter do work they don't have time for, and they'll move to the next story instead.

Company Boilerplate

The boilerplate is the short paragraph that answers "who is this company and why does it exist." It runs 50-100 words, states what the company does, who it serves, and one fact that anchors it in time (founding year, headquarters, funding stage). Reporters lift boilerplate language directly into articles, so it has to read as finished copy, not marketing filler. For a full breakdown of how to write one, see Press Release Boilerplate.

Executive Bios and Headshots

Each named executive gets a two-to-four sentence bio covering current title, relevant background, and one credential that establishes authority on the topic a reporter is likely to ask about. Pair every bio with a headshot: high-resolution, front-facing, on a plain or on-brand background, sized for both print and web use.

Product or Fact Sheets

A fact sheet lists what the company or organization actually does in plain terms: products, services, pricing tiers (if public), user or member numbers (if real and verifiable), and geographic footprint. This is the section reporters scan first when deciding whether a story is worth their time, so it belongs in bullet form, not paragraphs.

High-Resolution Logos and Brand Assets

Include the logo in multiple formats (PNG with transparent background, SVG, and a print-ready version) and multiple color variations (full color, black, white/reversed). If there's an established brand color palette or approved product photography, include it here too. A reporter who has to email you back for a usable logo file is a reporter who might just skip the visual altogether.

Past Press Coverage

A short list of prior media placements, with outlet name, headline, and a link, signals that other journalists have already vetted the story. This section works as social proof for reporters the way testimonials work for customers. Include three to five of the most recent placements, each with the outlet name, headline, and a working link, so a reporter can verify the coverage in seconds.

Contact Information

Name, title, direct email, and phone number for the person who actually answers press inquiries, not a general "info@" inbox. If a PR agency handles inquiries, list the agency contact alongside the internal one so a reporter always has a live person to reach.

Press Kit Examples by Company Type

The six components stay constant. What changes is emphasis: a startup leans on founder story and vision, an established brand leans on data and market position, a nonprofit leans on mission and impact, and an individual leans on personal narrative and expertise. Below are four generic structures you can adapt; none of these represent an actual company's real kit.

Startup Example

• Boilerplate: one paragraph on the problem the company solves and the market it's entering
• Founder bio and headshot: background, prior company or industry experience, why they started this one
• Product fact sheet: what the product does, current stage (beta, launched, funded), and key differentiators
• Funding and traction facts: round size, investors, and any verifiable growth metric
• Logo files and product screenshots
• Contact: founder's direct email or a named comms lead

Established Brand Example

• Boilerplate: company history, current scale, and market position
• Leadership bios: CEO plus relevant department heads (CMO, CFO if financial news is likely)
• Fact sheet: revenue range (if public), employee count, locations, product lines
• Awards, certifications, and analyst recognitions
• Press coverage archive organized by year or topic
• Full brand asset library: logo variations, brand guidelines PDF, product photography
• Contact: named PR director plus agency contact if applicable

Nonprofit Example

• Boilerplate: mission statement and the specific problem the organization addresses
• Leadership and board bios: executive director plus board chair if relevant to the story
• Impact fact sheet: programs run, populations served, and verifiable outcome data
• Financial transparency note: link to annual report or Form 990
• Logo and program photography (with consent documentation noted)
• Contact: communications or development director

Personal/Executive Example

• Bio: one long-form version (200-300 words) and one short version (50 words) for different placement types
• Headshots: multiple crops (headshot, half-body, in-context/working shot)
• Topics of expertise: a bullet list of subjects the person can speak on, useful for producers booking interviews
• Speaking and past media history: podcasts, panels, bylines, TV hits
• Social handles and website
• Contact: direct email or manager/agent contact

Once you know which structure fits, the media list you're sending the kit to matters as much as the kit itself. See Media List Building: How to Build a Media List for how to build one that reaches the right reporters.

What to Include vs. What to Leave Out

How to Package and Distribute the Kit

Host the kit on a page you control. Not a static PDF that goes stale. Reporters bookmark live pages, not attachments. Keep every file downloadable on its own, and as one zip. Update it the moment a bio, logo, or coverage link changes. Know the difference between a release and an advisory before you send anything out. I tell clients this constantly. Media Advisory vs. Press Release covers when to use each. AI tools now summarize press materials straight to journalists and searchers. Write your kit's text for machines the same way you'd write a release. See The AI Press Release: Writing for Journalists and Machines at Once for that approach. For general industry guidance on press kit standards, is worth reviewing.

Frequently Asked Questions

What's the difference between a press kit and a media kit?

Nothing. "Press kit" and "media kit" describe the same set of materials: boilerplate, bios, fact sheet, logos, coverage, and contact information. Some industries favor one term over the other, but the contents are identical.

How long should a press kit be?

A press kit isn't measured in pages; it's measured in components. A complete kit covers all six sections above regardless of length. Most run two to five pages when printed, or a single web page with downloadable assets when hosted online.

Does a press kit need a PDF version?

Host the primary version as a live web page so it stays current, and offer a downloadable PDF or zip file as a secondary option for reporters who want an offline copy. Relying on a PDF alone means outdated information sits unnoticed until someone catches it.

Who should be listed as the press contact?

List a specific person with a direct email and phone number, not a department inbox. If an outside PR agency manages inquiries, list both the agency contact and an internal contact so reporters always reach someone who can respond quickly.

Do startups need a full press kit before they have press coverage?

Yes. The coverage section can note "coverage to date" or be omitted temporarily, but the other five components (boilerplate, bios, fact sheet, logos, contact information) should exist before a startup does any outreach. A reporter's first interaction with the company often happens through the kit, not a phone call.