To create a press kit for your business, gather the materials a journalist needs to cover you accurately, such as a company overview, a founder bio, a fact sheet, recent press releases, high-quality photos, and media contact details, and publish them on one page of your website. A good press kit answers a reporter’s first questions before she has to ask them, so an editor or interviewer can check your details on deadline. If no reporter has asked for one yet, you are building for a call that has not come, and having the kit ready means you can answer on the day it does.
What Is a Press Kit?
PR Newswire describes a press kit as a collection of materials for journalists, bloggers, and media outlets, often used to support a specific press release about an event, a product launch, or an announcement. Its purpose is news coverage, and the same explainer says press kits are typically concise and focused so a journalist can write a story quickly and accurately.
An electronic press kit, often shortened to EPK, is that same set of materials delivered digitally. For a founder, that usually means a press page on your own website plus a PDF version, both built to make your story easy for journalists to check.
Press Kit vs Media Kit: Which One to Build
The same PR Newswire explainer says a media kit has traditionally been written for a wider audience, one that includes advertisers, stakeholders, and consumers as well as journalists. A media kit gives a fuller picture of a brand, with its company history, past media coverage, and audience demographics, while a press kit has centered on current news.
In practice, PR Newswire notes, the lines between the two have blurred, and many organizations now build a single kit that covers both jobs and call it a press kit. We suggest you do the same, and send that link when someone asks for your media kit.
What to Include in a Press Kit
A kit should include company information, recent press releases, downloadable images and video, a fact sheet, social media, and contact information, according to PR Newswire’s list. For a woman founder preparing to be featured or interviewed, we would build a company press kit in this order:
- A company overview of one to three short paragraphs.
- A founder bio in two lengths, paired with a headshot.
- A one-page fact sheet with key facts and dates.
- Recent press releases, if you have issued any.
- High-quality photos, company logos, and any video.
- A list of past press coverage, with links.
- Your social media accounts.
- One media contact with a name, an email address, and a phone number.
Include only material that is current and approved for publication, since anything on the page may appear in a story.
How to Write Each Piece of Your Press Kit
Start with a company overview that a journalist could paste into a story with light editing. The first sentence should say what the business does and who it serves, and the next should add where you are based and when you started. If you have a short mission statement, add it in one sentence after that. Keep the company history brief, since the fact sheet carries the dates, and if your About page already says this clearly, borrow from it. Mariya’s guide on how to write an About page covers that page in detail.
Write your founder bio in the third person, in a short version of about 50 words for introductions and a longer version of about 150 words for profiles. Include your name exactly as you want it printed, your title, and the subjects you can speak on. If people often mispronounce your name, add a pronunciation guide, because an interviewer will want to say it correctly on camera.
Fact sheets give a reporter the company information she needs at a glance. PR Newswire calls the fact sheet a must-have for journalists on tight deadlines and suggests a one-page document or chart. We would list the founding year, location, team size, services, target audience, awards, and major milestones.
If you cite an industry figure, name the source and the year. Our post on women-owned business statistics collects the latest Census Bureau, SBA, and Federal Reserve figures with each data year named.
Add your recent press releases, newest first, with the date on each one. For a general kit posted on your website, PR Newswire suggests three to five releases, with a mix that can include product launches and company news. If you have not issued a release yet, leave that section out until you have one to share.
Photos and video deserve the same attention as your written material. In Cision’s 15th annual State of the Media Report, a survey of more than 3,000 media professionals reported in 2024 by the Public Relations Society of America, 87% of reporters said they use the multimedia assets, such as images, data visualizations, and videos, that PR professionals include with their pitches. Offer high-resolution headshots in vertical and horizontal crops and a few product or workspace photos, each with a descriptive file name and a photo credit. Add your company logos, ideally in a full-color and a one-color version, along with any other brand assets the press may use.
List past media coverage newest first, with the outlet name, headline, date, and link for each piece. Link your social media accounts by their exact handles, and include only the accounts you keep active.
Finish with the media contact. PR Newswire recommends the name and role of the primary contact, a direct phone number, and an email address, plus an alternative contact and the best times to reach out. Choose an email address that you check daily.
How to Make an Electronic Press Kit and Where to Host It
Whether you call it an online press kit or an online media kit, the simplest home for it is a page on your own company website, at an address such as yoursite.com/press, linked from your footer and your About page. On your own domain you can update the wording whenever something changes, and the link you share stays the same.
Build the page in the order of the list above, with the media contact near the top, and let visitors download images with no form to fill out.
Add a PDF version for anyone who prefers a single file. Google lists PDF among the file types it can index, so the download can also appear in search results. Put the month and year in the file name, such as press-kit-2026-10.pdf, so anyone can tell which version is current.
How to Keep Your Press Kit Current
Put a recurring reminder on your calendar once a quarter to check every fact, and update the kit within a week of any news, such as a product launch, a new hire, or an award. Show a “Last updated” date at the top of the page so a reporter can see the details are current.
Replace your headshot when it no longer reflects how you look today. When you change your title or add new coverage, update your website, LinkedIn profile, and bios on the same day, so a reporter who compares them finds matching details.
How to Use Your Press Kit When a Reporter or Host Asks
When that first request arrives, the kit you have built lets you reply calmly and on time. When a reporter, editor, or interviewer asks for information, answer the question in the body of your email first, then add the press kit link for everything else. If they ask for a bio or a headshot, link to that file directly so they do not have to look for it.
In the same Cision survey, 72% of journalists named press releases as what they most prefer to receive from PR professionals. When you have real news, send the release itself with the press kit link below your signature.
Before a video interview, send the host your short bio, a headshot, the pronunciation of your name, and the links you would like mentioned. After it is published, add the interview to your press coverage list.
If you are building a press kit because you want to be interviewed, Pink Fins Media will be one place to put it to use. In our video interview series, launching with Season One, a woman founder, entrepreneur, or industry leader will tell her story in her own words, and the full episode, short clips, and written editorial will become pieces she can add to her press coverage list and share with the people she most wants to reach. To be considered, use the Nominate a Woman button at the top of this page to nominate yourself or another woman whose work deserves a wider audience.
Frequently Asked Questions
What Is a Press Kit?
A press kit is a collection of materials that helps journalists, editors, and interviewers cover your business accurately. It usually includes a company overview, a founder bio, a fact sheet, press releases, photos, and contact information for media requests.
What Should a Press Kit Include?
A complete press kit includes a company overview, a founder bio with a headshot, a one-page fact sheet, recent press releases, high-quality images, past press coverage, social media links, and a media contact. Leave out any section you cannot yet fill with real, current material.
What Is the Difference Between a Press Kit and a Media Kit?
Traditionally, a press kit focused on current news for journalists, while a media kit gave a wider audience a fuller picture of the brand. PR Newswire notes that the line between them has blurred, and many organizations now build one kit that serves both purposes and call it a press kit.
How Do I Make an Electronic Press Kit?
Create a press page on your website with each section in order, add downloadable images, and put your media contact near the top. Then save a PDF version with the month and year in the file name.
Where Should I Host My Press Kit Online?
Host it on your own website, at a simple address such as yoursite.com/press, and link to it from your footer and your About page. On your own domain, you can update it at any time and the link stays the same.
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