"Media kit" has a second meaning in publishing and advertising: a document from a magazine, website or creator that lists audience figures and advertising rates for potential advertisers. This entry covers the press relations meaning.
What to include in a press kit
| Section | Contents |
|---|---|
| Company overview | A one-page fact sheet: what the company does, founding year, headquarters, size, key figures, boilerplate paragraph |
| News | Recent press releases, with dates, and the current announcement at the top |
| Leadership | Short biographies and high-resolution portraits of the people journalists will quote |
| Logos | Each logo version in vector (SVG, EPS or PDF) and PNG with transparency, for light and dark backgrounds, with basic usage rules |
| Product images | Packshots and lifestyle images at print resolution, with captions and credits |
| Video | B-roll, product demos and interviews, downloadable or embeddable |
| Brand basics | Colours and typefaces, or a link to the brand guidelines |
| Contact | A named press contact with email and phone, and the response time |
For a launch, a dedicated kit adds the release under embargo, the launch images and any data sheets, available to selected journalists before the announcement and to everyone after it.
What public press kits actually contain
Freedam's Brand Center Benchmark captured the public pages of 788 brand sites in 2026, 215 of them press and media kits. Press kits offer file downloads more often than any other type of site (85%), and lead on PNG and JPG images. Only 20% of them show a vector logo, and 26% show a login on their public pages. The downloads and logins report has the details. The practical consequence: an SVG and a PNG of each logo version, without a sign-in, already offers more than most press kits do.
Formats and practical rules
- Images at two sizes. A web size for online articles and the full-resolution original for print. Journalists should not have to request the large file.
- Captions and credits. Each image carries a caption and the credit line to print. Embedding them in the file's metadata (IPTC fields) keeps them attached when the file is forwarded.
- Clear usage terms. State that the images are for editorial use and whether they may be cropped. Images with limited usage rights should not be in a public kit.
- Dated content. Remove portraits of executives who have left and products no longer sold.
- One address. A single, stable URL for every release and email signature.
- No login for the basics. Logos, portraits and fact sheets are public material. Keep sign-in or a password for embargoed or unreleased material.
Press kit, brand portal and newsroom
A newsroom is the section of a company website that lists press releases and news. A press kit is the set of files and facts that supports that news. A brand portal is a self-service library of approved files for many audiences, of which the press is one. In practice, the press kit is often a collection inside the brand portal, linked from the newsroom.
Press kits in Freedam
- With the Public Portal switched on, visitors browse public collections, the brand guide and search without an account. A press kit collection can be one of them, featured on the homepage, while the rest of the library stays hidden.
- By default, visitors download images as web-sized renditions and the original stays gated. An access rule for visitors who are not signed in can allow originals for the press kit collection only, and can show a message with the credit line or embargo terms that visitors must acknowledge before downloading. Test as guest shows the policy an anonymous visitor gets.
- Share links can have a readable address such as
spring-press-kit, a date before which they show "This share is not open yet", an expiry date, a password or a list of allowed email addresses, and an optional watermark for pre-release review. - The brand guide offers each logo in its original format and as WebP, and the whole brand kit as a dated ZIP.
- People allowed to share publicly get an Embed code for each video, so the press team can send a player that a journalist places in an article.
- When a portrait or logo is replaced as a new version, the public link stays the same and serves the new file.
- Each share link counts its views and downloads, the share CSV export gives unique visitors, and the
share.accessedwebhook reports each opening to another system.
Frequently asked questions
What is the difference between a press kit and a media kit?
In press relations the two terms mean the same thing. In advertising, a media kit is the document a publisher or creator sends to advertisers, with audience figures and rates.
What should a digital press kit include?
A fact sheet, recent press releases, leadership biographies and portraits, logos in vector and PNG formats, high-resolution product images with captions and credits, and a press contact. Video and brand colours are useful additions.
Should a press kit be password-protected?
Not the standard material: logos, portraits and fact sheets are meant to be found. Use a password, a list of allowed addresses or a start date for embargoed launch material, and remove the protection once the news is public.
Related terms
Publish a press kit at its own address
In the demo, select Nordi's logos and product photos, create a share link with a readable address and an opening date, and see what a journalist sees before and after that date.
You enter Nordi’s workspace as an administrator.