Now that you understand the basics of the traditional press release, it’s time to expand that into a digital press kit. This can be done in one of two ways: through the creation of an online “newsroom” that’s part of your website, or simply by collecting all of the materials into one central, easy-to-access-at-the-drop-of-a-hat folder that lives on your computer or on a cloud like Dropbox.

Why Create a Digital Press Kit?

While a press release provides journalists and others with a snapshot of a specific moment in your businesses’ history, think of a digital press kits as the entire photo album – they provide a more robust and extensive look at your company, products, or executives. A digital press kit is designed to quickly provide journalists and others with all of the relevant materials they need to tell your brand story, or to provide context surrounding a particular angle.

For example, your restaurant is opening a second location and you’ve crafted the most brilliant press release to alert the media about the new spot.

That’s a great start but what if the restaurant reporter is new to town and isn’t familiar with your existing location and the history behind it? What if the journalist simply needs more information to round out the article and they are on deadline and short on time?

Imagine, with a few keystrokes, being able to send a journalist (on request, you don’t want to inundate them with unnecessary information) additional information including a bio on the executive chef and a list of any accolades the chef or restaurant has received, as well as an overview that tells the full company story?

A digital press kit makes all of this possible in the most efficient way while also enabling the journalist to tell a more compelling story. Digital media kits are especially helpful if you’re seeking national press coverage.

What to Include

Digital press releases vary based on industry, but here are the most basic elements you should try to include:

  • Company Overview – what’s your company story?
  • Executive Bios
  • Fact Sheet – this should include important dates, addresses, and basic details at a glance
  • Accolades List
  • Photos – these are very industry specific, but should generally include headshots, space shots, and any key product shots

The Format

If you’re creating an online newsroom as part of your website you can simply have links for each element where website visitors can download the pdf versions directly based on their needs. If you’re housing everything yourself and only sending out information when it’s requested, you should consider saving it two different ways. First, save each file as an individual pdf that can be sent out as needed. Second, create a version that combines each piece into one larger pdf. This way you can email it all at once or separately depending on what each situation dictates. Always make sure that each piece has the appropriate contact information included at the top just as you would a traditional press release.


With shrinking newsrooms, publications are increasingly dependent on photos. Whether or not you have high-resolution, professional quality photos can often make or break your company’s inclusion in a story – particularly with a national publication. You will want to have a few good “evergreen” photos on hand, ready to go at a moment’s notice. These are photos that will be good for a while, if not forever, and aren’t tied to a specific moment in time. Photos can be part of your online newsroom, or be on a password protected page, or you can simply let the journalist know that you have photos available if needed.


This post is part of a weekly series throughout the month of March designed to better equip small businesses to DIY their public relations efforts.