An ‘As Seen In’ section on your website can be a credibility shortcut or a credibility liability. It all depends on whether it is true, current, and easy to verify.
In the AI era, the press kit and an ‘As Seen In’ page are not just PR hygiene. They are part of your earned authority infrastructure.
See Also: Earned Authority for AI: PR + Co‑Citations
What an AI ready press kit is actually for?
A press kit exists to remove friction for journalists and creators. It is a self-serve portal where they can quickly understand your company and pull the assets they need without emailing you for basics.
Muck Rack recommends that a brand’s press kit be available at all times and explains that it should provide information easily by removing barriers for journalists.
Evergreen plus newsy: organize it like a newsroom
We suggest splitting press kit assets into evergreen items (mission, founder bios, logos) and ‘newsy’ items (recent releases, updated visuals, recent clips) that should be refreshed frequently.
What to include in an AI-ready press kit?
Include a company overview, mission, key milestones, and leadership bios. We highly recommend using data, testimonials, and awards to establish credibility.
Here’s a tip: include two descriptions of the company (a brief one and a more detailed one). Write the brief description as if you are introducing the company for a Wikipedia article.
Minimum viable press kit checklist
- Boilerplate company description (short and long versions).
- Company overview: mission, origin story, key milestones, and what you do.
- Leadership bios and headshots (plus spokesperson quotes where appropriate).
- Logo pack: color, black, white, and transparent variants in high resolution.
- High-resolution product or service imagery.
- Fact sheet (key stats, markets served, differentiators, pricing model if public).
- Recent press releases or announcements (optional, but keep updated).
- Contact information (press contact), plus social links.
- As Seen In coverage highlights with links to source pages when possible.
Prezly also notes that press kits are commonly hosted online to keep them easy to access and up to date.
See Also: Co‑Citation Strategy (Safe and Credible)
How to build an As Seen In section that increases trust?
Rule 1: Only include real earned coverage
If you were not actually covered, do not put the logo on the page. Your prospects can tell. So can journalists. And AI systems that look for corroboration will not reward a page that looks like marketing theater.
Rule 2: Link to the actual coverage when you can
If the outlet allows it, link to the article or episode page. This makes verification trivial and reduces skepticism.
Rule 3: Show the context, not just the logo
Add a one-line summary: what was the story about, and why were you included? Context helps both humans and machines understand what you are known for.
Rule 4: Keep it current
Outdated logos and old coverage can hurt. A good As Seen In section is curated, not archived.
Make your press kit a credibility hub, not a folder dump
A press kit is not a place to hide 40 files. It is a place to make the right story easy to copy.
What makes it AI-friendly?
- Consistent language: your company description matches across the press kit, About page, and leader bios.
- Fast facts: a simple fact sheet reduces ambiguity and mistakes in coverage.
- Clear authorship and spokespeople: who should be quoted and on what topics.
- Citeable assets: link to your benchmark report, case study library, or methodology page.
- One canonical URL: host it online so every mention points back to the same place.
Quick build: 2-hour press kit sprint
If you need a press kit quickly, start here:
- Write the short boilerplate first (2 paragraphs, Wikipedia-style clarity).
- Write the long boilerplate (1 page: category, mission, proof points, leadership).
- Add 3 headshots and 5 brand-approved images.
- Export your logo pack in multiple formats.
- Create a single page with As Seen In items and links.
- Publish it under a simple /press or /media URL and link it in your site footer.
Done is better than perfect. But accurate is non-negotiable.
References
[1] Muck Rack. A PR pro’s guide to press kits: Best practices and examples included. July 12, 2022.
[2] Prezly Academy. Press Kit: What It Is, Templates & 10+ Examples For 2025. August 13, 2025.
[3] Prezly Help Center. How to turn your site into a digital press kit. June 13, 2024.
[4] PR News. Creating an Effective Press Kit: Key Components. November 10, 2023.
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