Hint: it’s not a flurry of emails, or a 56-slide powerpoint about your company’s entire history.
Want major media outfits like The Philippine Star, Inquirer.net, or the Manila Times to cover (and boost) your brand? Looking to save time from going back and forth for both you and the journalist covering you?
Pitching is only one part of the equation. You’ll also need a press kit.
Here are a few of the basics of a good press kit, and why you might need media relations experts to help you craft the best one for your brand.
Is It A Press Kit Or A Media Kit?
They’re the same thing: a package of brand materials journalists can use to cover their target brand’s story.
But sometimes, a few other PR firms (such as Dialogue’s CEO Nora DePalma, as cited by Rachel Weingarten, 2025) think there’s a difference:
- Press Kits: for journalists to tell a brand’s story
- Media Kits: for influencers or publishers to use in creating content or reach out to possible advertisers and sponsors
Either way, and whatever your reasons are for making a press kit, you would want journalists, publishers, and influencers alike to see them, access them, and use them.
Which is a great way to start off my first point. When covering stories, a brand looks for:
- A Brand’s Essentials–Brief and Straightforward
For your press kit to be useful to a journalist (and it has to be useful for your brand to get more coverage), keep everything about your brand brief.
You don’t need to be extensive. You can talk about the extensiveness of your vision-mission, or how your brand changed from x to y to z, later on once you’ve established a relationship with the journalist (or publisher) of your choice.
As much as you can, include:
- An overview about your company (history, purpose, mission, people behind your brand, etc.)
- Previous media mentions about your company (even a link to your brand’s newsroom is fine)
- Some important statistics (sales, clients, results you’ve delivered etc.)
- Testimonials from previous clients
As an example, take a look at Klo & Co’s Press Kit. Simple and straight to the point.
And yes, Klo & Co is a Filipino-owned brand. If they can do it, so can you–either on your own, or with the right help of a media relations expert.
- A Boilerplate That Stands Out, With A Personalized Kit to Match!
A brand’s boilerplate is essentially your elevator pitch written down. In press kits, you’ll usually find them at the very end.
Not all copies are boilerplates, but all boilerplates are good copies.
They’re also key in making you stand out to a journalist. What is it about your brand that makes me, a journalist, want to tell your story?
Filipino diaspora wedding company Sinta & Co. has a great, simple press kit with boilerplates that are simple and capture the essence of their brand.
PR and Media Relations Tip 1:
While I recommend using a neutral, professional tone to your Press Kits, I also encourage you to make your press kits express as much of “you” (your brand) as you can.
Look at Sinegang.ph’s media kit as an example. You don’t need to scroll down to get a feel of their brand. They already show you what they’re about.
You can also make more than one press kit, which is great for tailoring to the needs of, say, a much bigger journalist.
- A Kit With High-Quality Images
Every press kit needs images: logos, pictures of your product launch, marketing materials, etc.
Your future journalist (or publisher) is going to need all the help they can get without you giving everything away. Just give as much of your brand as you professionally–and creatively–can.
PR and Media Relations Tip 2:
Treat your press kit like a portfolio. Rather than a Google drive link to an album of hundreds of photos, keep it to 15 pictures.
If you have different versions of your logo, keep it to three max. Most brands have style guides, so send over the one most appropriate for the application.
If you have a hard time curating images for your press kit, you can always ask for help from a media relations expert. This is especially the case when the press you want for your brand has very specific requirements about what they want in a story.
Don’t worry about not giving enough pictures, though. Your press kit would have contact information, and you can give more until then.
This brings me to my next point.
- Easy-To-Find Contacts
Remember: your brand won’t be covered by one journalist for long. At some point, everybody has to get in contact with you.
An online press kit isn’t enough without easy-to-find contact details. So always make sure that all the emails, links, and numbers are active in your press kit, and
(And please. No matter how fun or upbeat your brand is, always use a professional email. It makes a huge difference.)
- Updated, Well…Everything
Trust me: there is nothing more frustrating to any media professional than an interesting press kit with dead links, defunct emails, and a horde of dead ends.
Update everything in your press kit as often as you can.
Some Media and PR Tips:
- Avoid using heavy jargon, even if your brand is in a jargon-filled industry.
- Keep your text neutral yet warm and welcoming.
- And above all, keep everything simple and straightforward!
How Can A Media Relations Expert Help With A Simple Kit?
Trick question. The simpler something is, the harder it is to make.
1. It Takes A Lot of Work To Pull Off Short Creativity
Copywriters, media, and PR experts alike often earn more than content writers because everything has to pack a punch, from copy to image to press kit layout.
If you want a boilerplate that doesn’t sound like your competitors, a media and relations expert is your best bet.
The saying goes, a good copy is 80% research, 20% writing.
I beg to differ. From experience, it’s 80% research, 15% editing, and 5% writing. Yet that 5% counts for so, so much.
2. Press Kits Are Part of PR Strategy
Want more credibility? Brand awareness? Accepted pitches?
Media relations are everything when it comes to sustaining your brand image. PR and media experts know this. More than a fresh pair of eyes, media experts can tell you if your press kit can turn a journalist off or keep them reeled in.
And you always want the latter.
3. PR and Media Experts Can Build And Filter
Think of your press kit as a portfolio of storytelling that a media relations expert can use to filter out unnecessary press and weave a bigger network of coverage for your brand.
Press Kits Aren’t Easy
Long story short, a simple press kit is harder than it looks. But your brand’s press kit can capture, attract, and entice journalists to work for you–with the right help, of course.
If you want your kit to work for you, consider booking an appointment with a media relations expert like NCP IMC.
Kriztin Cruz is a recruitment and digital marketing professional, freelance writer, hobbyist painter, and frustrated sociologist–with too many things to want and too little time to spare. She graduated with a Psychology degree in 2019 at De La Salle – College of Saint Benilde Antipolo. When she’s not drafting a corporate letter or working on anything digital marketing, you can find her doing the following, but not in this order: reading a good book, scavenging for a good book, sketching, painting, journaling, junk journaling, obsessing over an obscure Czechoslovakian surrealist film (or anything by Miyazaki or Del Toro), cooking, finding a cafe to relax in, and creating new things while a nice documentary plays in the background.