4 Great Press Kit Examples: Winners of Media Placements

Wonderslide
5 min readJul 9, 2024

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Today’s business landscape is extremely competitive, and companies use every opportunity to build strong relationships with the media and promote their brands. A well-crafted press kit is one of the valuable tools that help create an attractive and efficient media persona.

You can often come across the term press kit used interchangeably with another term — media kit. Although these two terms are comparable, they are not identical.

A press kit refers to the materials for the press, like images, press releases, and background info, anything journalists can use to write about the company. It’s basically a one-stop shop for any information media may need about your company. A media kit is a broader term and is targeted to influencers, bloggers, advertisers, partners, and other stakeholders. It serves as a promotional tool for partnerships and sponsorships, providing detailed metrics, audience insights, and examples of past collaborations.

This difference makes the contents of press and media kits different, too.

Today, we are focusing on press kits and the best examples that some prosperous businesses came up with. Those kits have, no doubt, contributed to the current prosperity of the companies.

Anyone who wants to craft a powerful press kit should be aware that every successful kit includes several key elements. You can find them described in detail in our article Building the Ideal Press Kit: A Detailed Manual.

A press kit, is a paramount tool for any business or organization looking to present itself professionally to the media. Press kits overview a company’s brand, values, achievements, and offerings. They are designed to make it easy for the press to understand your message and broadcast it properly. The press kit can be implemented in various ways: it can be just a page on the website or an entire website section with subsections. However, we recommend having this same information in a PDF presentation because it’s convenient when you need to send information via email.

Why Press Kits Matter

  1. A well-designed press kit reflects the professionalism and credibility of your brand.
  2. It saves time by providing all necessary information in one place, making it easy for the media to report on your brand.
  3. A press kit secures the consistency of the message about your brand across various channels.

Examples of Great Press Kits

Realization of the impact an effective press kit can have on the bottom line motivates companies to invest in crafting powerful ones. Their efforts never go to waste.

Headspace

Headspace is a popular meditation app, and its press kit stands out for its simplicity and effectiveness. It includes a company overview with a clear mission specification.

Headspace

The press kit contains high-resolution photos of logos, headquarters, studios, etc.

For example, below is a photo of their HQ lobby. By allowing access to its ‘territory’, the company shows that it’s ready to raise engagement to a more ‘intimate’ level and to build an attractive HR brand.

There’s detailed information on the founders, executives, and coaches.

The information on the Headspace app is explained in an easy manner in a video.

The press kit is provided as a downloadable package, containing key facts, high-quality images, and a selection of press releases.

This press kit is truly comprehensive and includes everything the media may need for high-quality reporting.

Airbnb

Airbnb’s press kit is another excellent example. All the information relevant to the media is stored on the Airbnb site, it’s accessible and very easy to use.

The kit features high-quality images and detailed information about the community of guests and hosts, making it a valuable resource for journalists and media professionals.

The press kit contains images and materials about brand ambassadors (“Airbnb Icons”).

The kit also provides details on the campaigns the brand launches. For example, offering two fans a chance to stay in the Musée d’Orsay’s clock room on the night of the Paris 2024 Olympics opening.

Spotify

Spotify, a world-renowned music streaming service, has multiple press kits because of the service diversity.

Spotify press kit a.k.a. Press Center includes updates on all new products, marketing campaigns such as Spotify Wrapped, or events organized by Spotify.

The kit is visually engaging, with a modern design that reflects the brand’s dynamic nature.

Uber

Uber UK developed a beautiful press kit or Newsroom, which is colorful, easy to navigate, and contains all the information media may need. The kit contains the entire press release archive.

There’s detailed info about the executive team.

All media assets are stored here, too.

The company made it very easy for the press to find all valuable information.

Conclusion

A well-crafted press kit is a fascinating tool for any company looking to make a strong impression on the media and potential partners. Our examples from Headspace, Airbnb, Spotify, and Uber illustrate the elements that make press kits effective: clarity, comprehensive information, visual appeal, and ease of use.

We showed you examples of excellent press kits created for different industries and various business models. They have differences and similarities, too. They all help enhance the brand’s visibility and attract valuable opportunities. Need a little help? Use our Wonderslide service. We’ll help you craft an effective press kit using our customized AI, and we’ll do it fast.

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