THE PRESS/

MEDIA KIT
The Overview...
A press kit, also known as a media kit, is a section on a
website or a digital package that contains resources
and information for reporters and publishers (not all are
digital or web-based).

The best press kits make it really easy for anyone to

quickly learn about a product and brand, and access
photos and marketing materials they can use.

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SPREADING
THE WORD
By providing a press kit, you’re
saying, “Hey, we love press,
here’s everything you need to
put your article together as well
as how to reach us.”
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“
Press validates a
brand and what
customers have heard
through word of
mouth.
-Sara Spiegel says, owner of boutique PR
agency, Sara Spiegel PR.
”
THE KEY COMPONENTS
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Task 2.1 - Your Story:
This is your why. Share your story, how your
business came to be. Tell reporters a little
about yourself and why you’re doing what
you’re doing.

In this press kit example from Annmarie Skin

Care, they share their story, mission statement
and process, which gives press an insight into
who they are as a brand.

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Company Facts
How many customers have you
served? How long have you been in
business? How many units have you
sold? Where’s your business located?
Where’s your product manufactured?

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Task 2.2:
Quality Images
& Logos
Make it easy for content publishers to use your
logo or create graphics using your logo by
providing high-resolution options in your media
kit. Provide high quality, high-resolution graphics
that also include a transparent background to
make your graphics easy to use for nearly any
purpose, including print. If applicable, include a
download to the raw, vector file.
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High Resolution Images Example:
Check out this
amazing press kit
example from
ecommerce brand
Mantry. They have
images prepped for
print (which
requires higher
quality photos) and
digital, all of which
are downloadable
from their site.

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People On Your Team:
If there’s anyone else in your
business besides yourself, share
their story, their role and how
they got involved in your
business. If you have an
executive team, you’ll want to
include their bios here.

Melt Organic weaves their

founders’ stories into the overall
brand story in the following press
kit example:
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Press Release(s):
If you have current or past
press releases, include
them. These could be new
product announcements,
updates about the
company, partnerships and
collaborations, etc.

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 Samples of Articles or Press
● Show reporters other articles and publications
that you or your business have been featured
in or talked about. This can include blog posts,
interviews, magazine articles, articles on other
websites, etc. This gives people interested in
talking about your business something to work
from. “Only share your best press,” Spiegel
advises. “As the caliber rises, lose the stuff
that’s not as valuable.”
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 Samples of Articles or Press
● On Covry’s press page,
for example, they
highlight major
publications that have
featured their brand.
These are easily
recognizable and
validate the brand.

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Audio/Interviews or
Segments
If your business has been
mentioned on a podcast, on
the radio or on a local news
station, link to the clip or
embed the media on your
ecommerce press kit page.
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Awards/Recognition
Share any awards or recognition
your business has received. This
adds validity to your business.

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 Nonprofit and Volunteer Involvement:
Include any charities you support or non-profit work your
business has been involved with.

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Social Media and Other 89,526,124
Audiences: Tweets

If you have an engaged social media

following, email list or other
185,244
Followers
well-established audience, highlight that
here. Include both quantitative (number of

72%
followers, subscribers, group members,
etc.) and qualitative (customer reviews,
comments, etc.) information. Active Engagement

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QUOTES:

Create a set of canned quotes that the media can use in their
publications. This can be both from your leadership team and your
employees. This makes it easier for reporters to attribute direct
quotes without having to reach out or coordinate an interview.

In this press kit example from cosmetics brand LUSH, you’ll find a
quote from their co-founder and managing director.
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PRESS KIT EXAMPLE: 53

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PRESS KIT EXAMPLE: HOLSTEE

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PRESS KIT EXAMPLE: Jimmy Case

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