Press Kit for Small Business, Contents and Examples (2026)

By the PR Gun Research desk. Updated November 1, 2026.

What should a press kit for a small business include? A press kit is one page or folder where a reporter can get everything needed to cover you without emailing first. For a small business, that's a one-paragraph company summary, a fact sheet, founder bios with headshots, a logo in a few file types, product or location photos, your recent press releases and a media contact with an email and phone number. The big brands' online press kits we checked on November 1, 2026 (Airbnb, Slack and Spotify) are built around downloadable images, logos and clear usage rules.

Below is a checklist, three real press kit examples with what each does well, a fill-in layout for a small business press page and the mistakes to avoid.

What is a press kit?

A press kit, also called a press pack or online newsroom, is a set of ready-to-use materials about your company for journalists, bloggers, podcasters and event organizers. Today it's almost always digital. A page on your website, sometimes with a downloadable zip file or a shared folder.

Press kit or media kit? People use both words. Some businesses use "media kit" for the same press materials, and others mean an advertising rate sheet for sponsors. If someone asks for your media kit, ask which one they want.

A press kit doesn't replace a press release. A release announces one piece of news. The press kit is the background a reporter checks while writing about it. Your latest release should link to your press kit, and your press kit should list your releases.

Press kit contents checklist

Don't skip the phone number. In PR Gun's database, 31.2% of 82,398 PR Newswire releases published January 4 to October 31, 2026 included a phone number in the text, against 68.8% of 3,251 Newswire.com releases (May 6 to October 31, 2026). A press kit is a good place to make sure yours is easy to find. Our contact study has more.

Press kit examples worth copying

We checked three public press pages on November 1, 2026. They're big brands, but each has one idea a small business can borrow.

Airbnb media assets

Airbnb's newsroom has a "Media assets" page next to "About us," "Product releases" and "Contact." Assets are grouped by topic, with groups such as Brand, Homes, Hosts, Guests, Experiences, Services and Airbnb.org. A notice at the top says downloaded content "may be used for editorial purposes only."

What to borrow. Group your photos by topic, like storefront, products and team, and put a one-line usage rule above them.

Slack media kit

Slack's media kit page offers logo files and product screenshots, and links to a full brand center. It says the screenshots come in high resolution for desktop, mobile and tablet, in English, French, German and Japanese. It tells people to file a support request, with a mockup, for any use the guidelines don't cover.

What to borrow. Offer screenshots or product photos in the sizes people actually need, and tell them how to ask about anything else.

Spotify media kits

Spotify's press center splits media kits from brand assets and press inquiries. Each campaign gets its own kit with a file count, such as "2025 Wrapped" with 149 files and "Investor Day 2026" with 116 files, and some kits have a "Download All" button.

What to borrow. When you announce something big, make a small kit just for that news, with its own photos and one download link.

Small business press kit layout you can copy

Most small businesses don't need a designer. One web page at yourdomain.com/press does the job. Here's a layout, using a made-up bakery.

Put the contact at the top. A reporter on deadline shouldn't have to scroll for it.

What about digital and interactive press kits?

A digital press kit is the web page version of everything above. An interactive press kit adds things like embedded video, a photo gallery you can browse or a page per product. They're nice to have, not required. What matters is that the files download quickly and the facts are easy to copy.

Three practical rules for an online press kit.

• Put the text on the page, not only in a PDF, so it can be copied and found by search.
• Name files clearly, like "wrenfield-bakery-logo.png," not "IMG_4021.png."
• Date everything and update it whenever your facts change.

How to make a press kit in an afternoon

1. Write or update your boilerplate. If you've issued a press release, start from its "About" paragraph.
2. Make a one-page fact sheet with the numbers you're happy to see in print.
3. Collect three to six good photos and a headshot for each person who'll be quoted.
4. Export your logo in PNG and vector formats.
5. List your press releases and any coverage, newest first.
6. Build the page, add the contact at the top and bottom, and link it from your site footer.
7. Link the press page from your next press release.

Need the release itself? See the small business press release guide, how to write a press release and our press release examples.

Common press kit mistakes

• No contact, or only a web form.
• Photos too small to print, or with no captions.
• Facts that don't match your website or latest release.
• A gated download that asks for an email first.
• Old news at the top and nothing from this year.
• Only a PDF, so nothing can be copied.

Frequently asked questions

What should be in a press kit?

A company summary, a fact sheet, leader bios and headshots, logos, product or location photos, recent press releases, past coverage, a usage rule and a media contact with email and phone.

What is the difference between a press kit and a media kit?

Many people use the terms for the same thing. Some businesses use media kit to mean an advertising rate sheet instead, so ask which one is wanted.

What are good press kit examples?

Airbnb groups its media assets by topic with an editorial-use notice, Slack offers logos and screenshots in several sizes and languages, and Spotify builds a separate kit for each big announcement with a file count.

How do I make a digital press kit for a small business?

Make one page at yourdomain.com/press with a contact at the top, your boilerplate, a fact sheet, photos, logos, bios, your releases and past coverage, and link it from your site footer and your next release.

Does a press kit need to be designed professionally?

No. Clear text, good photos and working downloads matter more than design.

Should a press kit include press releases?

Yes. List your releases newest first with dates and links, and link your press kit from each new release.