A press kit — sometimes called a media kit, EPK (electronic press kit) or press pack — is the bundle of pre-prepared materials a company, individual or campaign provides to journalists to make it as easy as possible for them to write about you accurately, quickly and consistently. A well-built UK press kit in 2026 contains everything a journalist needs to file a story without having to chase you for assets, fact-check basics or wait for follow-ups: the about, the named spokespeople, the high-resolution photography, the boilerplate, the latest data, the contact details and the brand-rules-of-engagement.
This guide explains what a press kit is, what UK 2026 press kits should contain, where to host it, and the common UK mistakes that turn press kits from helpful into a hindrance.
What a UK press kit should contain in 2026
1. About / company description
One short paragraph (50 – 80 words) and one longer paragraph (150 – 220 words). Used by UK journalists to fill the “company background” section of features. Always include named UK location, founding year, named founders, and one differentiator.
2. Boilerplate
The standard 60 – 90 word block that journalists paste at the bottom of news stories. Update annually. Always include URL.
3. Senior-spokesperson bios
Named bios with role, professional history, named-quote-of-record availability, and a high-resolution headshot. Two or three named spokespeople is ideal.
4. High-resolution photography
Hero product shots, founder portraits, office / location photography, lifestyle photography for consumer brands. UK editors will not commission a feature without ready high-resolution imagery.
5. Brand assets
Logo files (SVG, PNG, EPS), brand colours, brand typography — with usage guidelines so journalists do not crop or recolour incorrectly.
6. Latest news and announcements
The most recent 5 – 10 press releases for context. UK journalists often check this before pitching their angle.
7. Original UK data and research
Headline numbers, methodology summary, charts journalists can republish, full report download.
8. Named UK case studies
Real UK customers / clients with informed consent for naming, useful for journalists building an angled feature.
9. FAQ section
The 8 – 15 questions journalists most commonly ask, pre-answered.
10. Awards and recognition
Named awards, Times CEO list inclusions, Sifted Top 100, BCorp certification.
11. Direct contact details
Named press-officer / agency contact, direct mobile, email, response-time SLA. Always 24/7 reachability for crisis stories.
12. Background data
Funding history, headcount, geographic presence, key partnerships — the basic facts that journalists need to verify.
Where to host a UK press kit in 2026
- Dedicated /press/, /media/ or /newsroom/ section of your website — always recommended; allows AI-search engines to discover and cite the assets.
- Branded press portal (Prowly, Cision PR Edge, Wix-style) — useful for businesses with frequent news flow.
- Notion / Google Drive folder — acceptable for early-stage, less ideal for AI-search visibility.
- PDF press pack — useful as a downloadable but should not be the only format.
The 2026 AI-search press kit innovation
UK press kits in 2026 are increasingly engineered for generative-engine citation. Key tactics:
- Schema.org Organisation, Person and Article markup on every press-section page.
- FAQ schema on every FAQ block.
- Named-entity descriptions consistent with Wikidata / LinkedIn / Crunchbase.
- Structured data for press releases, including dateline, headline, named author and primary topic.
- Open licensing of certain photography to encourage Wikipedia inclusion.
Common UK press kit mistakes
- Out-of-date boilerplate, headcount or funding-stage details.
- Low-resolution photography that journalists cannot use.
- Hidden or hard-to-find press section on the website.
- Press kit that is just a PDF with no web-accessible version — invisible to AI engines.
- Missing senior-spokesperson direct contact — journalists move on within minutes.
- No FAQ section — forces journalists to ask the same questions repeatedly.
- No original data — limits the angles journalists can build.
- Generic brand description with marketing language rather than concrete facts.
Frequently asked questions
Should I use a press kit PDF or a web page?
Both. Web page for AI-search visibility and journalist accessibility; PDF as a downloadable for journalists working offline or compiling internally.
How often should the press kit be updated?
At minimum quarterly for headcount, funding and recent news; immediately on any major business change.
Should I include pricing in the press kit?
For B2B SaaS and B2C subscription products: yes, journalists ask. For enterprise services where pricing is bespoke: typical-range guidance is more useful than absolute numbers.
Next steps
For deeper context, see our press release vs news release, PR pitch template, how to rank in AI search, and what is PR guides.