Create a press kit that earns coverage for your online store

Digital press kits help online stores earn credible media coverage, boost SEO and conversions, and streamline reporter access to accurate assets. Include brand story, facts, guidelines, images, bios, releases, and contacts. Use for launches and news, host online, keep consistent and updated to enable confident PR pitching and easy sharing.

Written by Chris Behier

Sep 15, 2022

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Press Kits for Online Stores: Earn Media Coverage and Convert Traffic

When a publication reviews your products, it's a prime chance to showcase your store to a wider audience. Displaying their logo on your website signals validation and makes your business feel more established.

What Is a Press Kit?

A press kit (media kit) is a collection of ready-to-use information and brand assets that journalists and creators can access when preparing a feature about your business. It's your brand's quick-reference package — high-resolution images, logos, product shots, and facts about your brand and products.

How Digital Press Kits Are Used

Product launches: specs, benefits, lifestyle imagery, and pricing context.
Company news: downloadable releases and quotes for accurate citation.
Special events: schedules, speaker info, and media passes.

Today, an Electronic Press Kit (EPK) lives on your website rather than being mailed. Add a clear footer link to a press page with brand guidelines, downloadable assets, approved descriptions, and a direct press contact email.

Key Components of a Media Kit

Vision, mission, story, and target market
Company fact sheet and branding guidelines
Executive bios and headshots
Press releases and media coverage highlights
Press contact email and interview request process
Approved quotes and FAQs

How to Build an EPK

Choose a format: press page, downloadable PDF, or cloud-hosted folders.
Keep logos, headers, and filenames consistent across every asset.
Write a concise company overview with founding facts and a value statement.
List key milestones in reverse-chronological order.
Define your audience so journalists can align your story with their readers.
Gather and organize media assets with clear folder names and captions.
Add a founder biography with a personal, relevant backstory.
Publish on your website with scannable headings and keyword-optimized copy.

Conclusion

A well-maintained press kit supports SEO, strengthens brand consistency, and gives media an easy way to cover your story. It requires upkeep — add new wins, testimonials, and quotes regularly — but pays off by amplifying your message across outlets and creators.

If you would like help organizing your press kit, feel free to enquire with us at wish@thegenielab.com.

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