What should an effective press kit contain?
A complete press kit includes six elements. First, the company overview: who, what, for whom, since when, and the business model. Next, updated key figures: clients, ARR, team size, markets, and growth rates. Then, biographies and photos of the founders (in high-definition format). Logos in various formats (white background, black background, PNG, and SVG). Official quotes from executives that can be used directly. Finally, contact details for the press representative with a phone number for quick reach.
Digital press kit or PDF: which one to choose?
Both formats coexist, but digital is becoming the standard. A dedicated webpage (e.g., yoursite.com/press) is preferable to a PDF for three reasons: it is always up to date, it is indexable by Google, and it allows for downloading HD visuals without file size limitations. The PDF remains useful for physical events (trade shows, conferences) or as a summary to attach to a pitch. Ideally, you should have both.
When should you send your press kit?
A press kit should not be sent unsolicited; it should be sent upon request or as an accompaniment to a pitch. Do not attach the press kit to every email: it makes the message bulky and signals a lack of targeting. The correct approach is to mention that a kit is available and send it as soon as a journalist shows interest. For major announcements (fundraising, product launches), the kit can be sent proactively along with the press release.
Insights from our clients
Many startups arrive with a press kit that dates back to their launch 18 or 24 months ago. The figures are outdated, the logos are low-resolution, and the founder's biography no longer reflects their current positioning. An outdated press kit has the opposite effect of what is intended: it signals a lack of rigor. We recommend a quarterly update at a minimum for our clients active in public relations.
Press kit and brand asset library: a useful distinction
The press kit is intended for journalists. The brand asset library is an internal resource for teams and partners. Both share certain elements (logos, brand guidelines) but serve different purposes. The press kit includes narrative and contextual elements absent from a brand library: key figures, quotes, biographies, and a history of media coverage if necessary.
