People don’t write about your company because they’re bored. They write about you because they want to share, recommend, review, or promote what you’re building. But if they can’t quickly find accurate info, approved logos, or a clear explanation of what you do, most won’t bother.
That’s where a press kit comes in.
A modern press or media page isn’t just for journalists anymore. It’s for bloggers, influencers, affiliate partners, podcasters, customers, and even fans who want to talk about your brand the right way. A good press kit makes it easy for anyone to reference your company confidently, without guessing or getting details wrong.
In this guide, we’ll break down 14 real press kit examples from startups and established companies that get it right. You’ll see what they include, how they’re structured, and how to build a press kit that actually gets used and shared.
What is a press kit?
A press kit (also called a media kit) is a centralized collection of information and brand assets people need to accurately talk about your business. It typically lives on your website as a public press or media page.
In the past, press kits were physical folders mailed to newsrooms. Today, they’re digital and on-demand. Anyone researching your company can quickly find your logo, company description, leadership info, product visuals, and recent news in one place.
For startups, a press kit isn’t just about press coverage. It’s a credibility tool. Bloggers, influencers, affiliate partners, potential customers, and investors all use press pages to understand who you are, what you do, and how to reference your brand correctly.
What should you put in your press kit?
There’s no single “perfect” press kit. What you include depends on your company’s stage, traction, and what people are most likely to reference when talking about you. The goal is to remove friction for anyone creating content about your brand.
The easiest way to decide what belongs in your press kit is to think like an outsider. If someone has never heard of your company before, what would they need to understand it and describe it accurately?
Most effective press kits include:
- Company overview: A short, clear description of what you do, who you serve, and what makes you different.
- Founder & leadership bios: Brief bios that establish credibility and give writers context for quotes or background.
- Brand assets: Approved logos, product screenshots, lifestyle images, and headshots in easy-to-use formats.
- Company history or milestones: Key moments that explain how the business started and how it has evolved.
- Press releases & announcements: Funding news, product launches, partnerships, or major updates.
- Awards & recognition: Third-party validation that reinforces trust and credibility.
- FAQs or brand usage notes: Guidance on pronunciation, capitalization, and how your brand should be referenced.
- Contact information: A clear way to reach the right person for press, partnerships, or media inquiries.
You don’t need everything on day one. Start with the essentials and expand your press kit over time as your company grows and earns more attention.
Why do you need a press kit?
People who write, talk, or share your company are usually short on time. Whether it’s a journalist on a deadline, a blogger writing a review, or an affiliate partner promoting your product, they all need quick access to accurate information and approved assets.
If they can’t find what they need fast, they won’t wait. They’ll move on to a company that made it easier.
A press kit removes friction. It gives people a single place to grab logos, screenshots, descriptions, and background details without guessing or emailing back and forth. That leads to better coverage, fewer brand mistakes, and more consistent messaging across the web.
Beyond visibility, a press kit also supports growth. It helps with SEO by making it easier to earn backlinks and mentions. It gives your sales and marketing teams shareable assets. And it reassures potential partners, customers, and investors that your business is established, credible, and worth paying attention to.
How do you set up a press kit?
Setting up a press kit doesn’t have to be complicated. At a minimum, you need a single, easy-to-find page on your website that clearly explains who you are and gives people access to your brand assets.
Start with the essentials. Add a short company description, a few sentences about what you do, and a clear value proposition. From there, make your logo files easy to download in multiple formats and sizes so people can use them correctly across websites, social posts, videos, and press coverage.
If you’re sharing multiple files, it can help to merge PDF documents into a single, organized download so journalists don’t have to sort through scattered assets. Organizing and labeling these assets properly, including basic metadata, also helps ensure your logos and images appear accurately wherever they’re shared.
Next, include visuals that tell your story. Product screenshots, team photos, and approved images help writers and creators bring your brand to life without guessing or pulling low-quality assets from Google. If you offer downloadable files, keep them neatly grouped and clearly named so people can find what they need quickly.
Finally, make your press kit easy to use. Add simple navigation, avoid unnecessary gates or forms, and include clear contact information in case someone needs clarification or custom assets. Your goal isn’t to impress people with complexity. It’s to make talking about your company as effortless as possible.
You can always expand your press kit later. What matters most is having a clean, accessible starting point that removes friction and invites people to share your brand confidently.
Still not sure where to start? Below, you will find some excellent press kit examples you can use for inspiration.
Here are 14 real press kit examples for inspiration:
1. Unitel Voice
Unitel Voice’s press kit makes it easy to grab the resources you need to write about their brand. Note how they list a few rules for referring to their brand. This creates brand consistency, no matter who refers to them or what coverage they receive. They then have three boxes offering company information, logo files, and product photos. A journalist can easily access whatever they need.
2. AWeber
AWeber’s press kit page offers different media kits for different purposes. Those wanting to publish something online about the company have a web media kit, and those wanting to publish in print offer a separate set of files. They also have a brand usage guide for clarity.
3. OptinMonster
OptinMonster’s press kit presents some basic facts on a web page and outlines some staff members. They also list some of the different areas of their press kit, including press releases and other media coverage. Reporters can get stats for the site in real time.
4. HappyFox
HappyFox’s media kit puts its logo at the top of its press kit page so users can easily find them. They then add a call to action to the left of the page with a button that reads, “Download Press Kit” and descriptive text explaining that the EPK contains logos, screenshots, photos, and a video.
5. Squarespace
Squarespace press & media page opens with its most recent press coverage. This could attract new media outlets or provide journalists with ideas of what’s already been covered. They then offer tabs in their navigation bar that let people download press releases and images or get brand and logo guidelines.
6. Expensify
Expensify’s press kit gets right to the point and shows what they’ve been up to by listing a full collection of their recent press releases. For journalists looking for a story idea about their company, the details on this page offer much insight into advances within the company. There are links to learn more about the company and get images and contact info.
7. Starry
Starry’s press kit has a page dedicated to press members looking for information on their brand. This internet service startup company has a kit you can download, but they also list an email address in case you have additional questions. Under the kit, linked are press releases ordered from newest to oldest. You’ll also find product photos, leadership info, and headshots.
8. Treehouse
Treehouse offers its press kit in an easy-to-download PDF document. You’ll learn to use branding images, name and company details, and history. Embedded links take you to their resources, such as logos and images.
9. Mailchimp
Mailchimp places everything on a single press page, including loose guidelines for using their images and brand name. As you scroll down, you’ll find variations of their logo, explanations about their name and how to use it, and the HEX codes for their brand’s color palette.
10. Close
Close’s press kit does something unique with its online press kit by offering screenshots showing examples of its logos and names. Visitors can also download a logo page with PNG and press kit files, which work for online publications and printed materials.
11. Help Scout
Help Scout features a downloadable press kit and then offers specifics such as a color palette, logos, and photos of Help Scout’s “team and culture.” There is no doubt about how users should refer to the brand.
12. Bench
Bench’s press page offers a list of news and press releases. However, it also reminds reporters at the top that it is happy to work with them on stories about Bench and invites them to contact the brand for more information. This provides an opportunity for a customized press kit for each journalist.
13. Intercom
Intercom’s press page offers assets at a glance by placing logos to the right of the download link. If you only need a quick image, there is no need to download the entire kit. You can download a full press kit and get more information if needed.
14. GiftRocket
GiftRocket offers a press page listing mentions in other media outlets and links to its press assets. It also lists its email so users can contact it if they need something specific for a story.
Ready to set up your press kit?
A strong press or media page makes it easier for people to talk about your business and get it right. When your story, visuals, and brand assets are easy to access, you remove friction and increase the chances of accurate coverage, mentions, and recommendations.
A digital press kit also supports long-term growth. It helps you earn backlinks, strengthens brand consistency, and gives partners, affiliates, and fans a reliable place to reference your company. Just as importantly, it signals credibility to anyone researching your business for the first time.
You don’t need a perfect press kit to get started. Build a simple version, make it public, and improve it as your company grows. The sooner it exists, the sooner people can start sharing your story.
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