If you’re a maker in business, chances are you’ve dreamt of being featured in a magazine, podcast or even by your favourite Instagram influencer.

The good news? Journalists and influencers are always on the lookout for fresh stories and gorgeous products.

The less-good news? They’re busy. Like, really busy. That’s where a press kit comes in.

A press kit is your shortcut to making life easier for the people who might share your work with the world. Think of it as your “brand on a platter” package. With the right bits and pieces included, a press kit can get your products featured in media, blogs, podcasts, and social feeds without you needing to send dozens of emails begging for attention.

Why do makers need a press kit?

• It saves time: Journalists don’t want to chase you for details. Having everything ready to go makes you their dream contact.
• It builds credibility: A professional-looking kit shows you take your brand seriously.
• It increases your chances: The easier you make it for someone to write about you, the more likely they are to say yes.

What goes in a press kit?

Here’s your checklist of what to include when you’re making your own kit. It doesn’t have to be fancy or expensive, just clear, consistent, and easy to access.

Any media features or testimonials
If you’ve already been featured in a magazine, blog, or by a happy customer, include a few short quotes or links. Social proof goes a long way.

Your brand story
A short, engaging paragraph about who you are, what you make, and why. Avoid jargon and keep it human. Think: “I’m a ceramic artist based in Ballarat who creates colourful, functional tableware inspired by native Australian plants.”

High-quality images
Include at least 5–10 product images on a clean background, plus a couple of lifestyle shots. Make sure they’re high resolution (300dpi) for print, and keep web versions handy too.

Product details
Your hero products with names, short descriptions, prices, and materials. If you have wholesale or seasonal collections, note that too.

Contact details
Make sure there’s a clear way to reach you. Include your email, website, and Instagram handle.

Logo and brand assets
A high-resolution logo file in both colour and black-and-white. If you have a brand style guide, pop that in too.

Make it DIY-friendly

You don’t need an expensive design program to make a press kit. Free tools like Canva are perfect for pulling your elements together into a clean, stylish PDF. Here’s how to do it without losing your weekend to fiddly formatting:

• Make it easy to access: Save your kit as a PDF and upload it to Google Drive or Dropbox. Share a link instead of sending giant files that clog inboxes.
• Use templates: Start with a media kit or presentation template in Canva and customise with your brand colours and fonts.
• Keep it short: Aim for 3–5 pages. Long enough to show who you are, short enough that no one gets bored.

How do I use my press kit?

A press kit isn’t something you create once and forget. It’s a living document that you update as your business evolves.

Here’s where to put it to work:

• On your website: Create a “Media” page (hidden if you wish) where it can be downloaded.
• In your email signature: Add a somewhat subtle “Press Kit” link perhaps.
• In your pitches: Whenever you approach media or influencers, include the link so they can grab what they need instantly.
• At events: QR code on your market stall banner or postcards. Just in case you need it. You never know who is going to visit your stall.

Some common mistakes to avoid

• Overloading with info: Keep it concise, simple and focused.
• Low-quality images: Dark, blurry, poor or cluttered photos are an instant no from any media.
• Forgetting to update: Outdated pricing or discontinued products can make for awkward conversations.

As a maker, your creativity is your superpower. A press kit simply gives that creativity a stage.

By making it easy for media, bloggers, and influencers to feature you, you’re opening the door to opportunities that could grow your brand far beyond your current reach. And the best part? Once you’ve done it, it’s ready to work for you again and again.

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