Company Background

Creative is the region’s leading provider and integrator of workplace interiors and technology solutions, including commercial furnishings, flooring, presentation technology and modular construction products.  Headquartered in Ashland, Virginia, we service clients in the central Virginia region and beyond.

The media needs to know who you are and what you do. This “about us” section should include all of the basics: who, what, where, when, why, and how.

It is important to remember consistency in your messaging, while keeping the backgrounder fairly brief. This portion is directed at the media and their time is valuable; therefore, you should use headings to help them find the portion that is most important to their needs.

Leadership Bios

Bios are especially important if there is a member of management who is suitable for interviews, expert commentary, and speaking engagements.

If any members of management have been quoted in articles or appeared on news segments, be sure to make note in the document. The bios should talk more about who they are in their current roles and how they can help the media, than what they have done in previous roles—unless they were previously at well-known and noteworthy organizations.

In The News

This is your chance to brag! Press begets more press because it shows journalists that other outlets care about you and what you’re doing. It will make them more inclined to trust you as a leader in your field and include you in the stories they are working on.

In particular, journalists that are working on broadcast stories are more likely to use your company’s thought leader if he or she is able to show examples of previous on-camera experience. Draw attention to this; letting them know what examples of your thought leaders are visual versus written, because they won’t have the time to click on all of the links.

Need help tracking your press coverage? Here are some tools you should have in your PR press stack.

Lastly, remember that every article is copyrighted, including the outlet’s logo/image. You can include the name of the outlet and a link to the original article in the electronic press kit, but you cannot make a PDF, rewrite the article, or use the outlet’s logo without the proper permission.

Awards + Accolades

Any awards and accolades underscore your importance in your field and position you as a company the media needs to know about. This section should also be kept updated while omitting awards that are too far in the past because they may draw attention to the notion that your company hasn’t won anything lately.

Digital Artwork

This will vary depending upon your industry, but artwork files that are typically included are high-resolution logos, product images, and headshots of key members of management or celebrity spokespersons. If you’re just getting started with your company and have yet to design a logo, consider using a DIY generator like “Logaster logo maker”.

Include all digital assets that are media-ready, meaning they can instantly be put up onto a website like or included in TIME magazine to help tell your story. You may already know that the trend of visual content marketing is on the upswing, and the use of interesting imagery is just as important to PR. This is an area to invest in.

You should consistently update photography so that you have something new to offer outlets on a regular basis. Be sure that you have the rights to every image, for both sharing and reprinting, before putting them in your electronic press kit or passing them along to the media.

Why stop at images? Here are three other visual assets you can use to gain the attention of both the media and your audience while sticking to your brand message.