Press book, press kit, media kit: what are the differences
Three documents coexist in the PR world, and they are often confused. The press kit is sent to journalists to cover specific news: product launches, fundraising, or openings. It contains your key messages, figures, and visuals. The media kit is a permanent resource, accessible on your website, that gathers logos, photos, biographies, and contact information for the media. The press book, on the other hand, is a selection of already published coverage: it documents what the media has said about you, not what you want them to say.
When to use a press book
The press book is used in three main situations. During fundraising : investors systematically check your media presence, and a structured press book speeds up their due diligence. During a tender or business negotiation : partners or key account clients want to ensure that you are a recognized authority in your sector. When speaking in public : at conferences, roundtables, or on podcasts, your press book establishes your expertise with organizers.
What we see with our clients
Many founders accumulate media coverage for 12 to 18 months without ever compiling it. When a Series A round or a strategic partnership opportunity arises, they scramble to find article links, only to discover that some have expired or changed URLs. At Linker, we build the press book alongside our PR efforts: every piece of coverage is archived and categorized as soon as it is published.
Digital or PDF format: which one to choose
The trend is clearly moving toward the digital format. An online press book (Notion, a dedicated site, or a password-protected page) allows for direct access to original articles, updates without needing to resend files, and tracking of views. The PDF format remains useful for email attachments or situations where connectivity is limited (meetings, trade shows). The ideal approach: have both, with a PDF updated quarterly and an online version updated in real time.
What an effective press book should contain
A compelling press book is not an exhaustive list of every single mention. Select your 10 to 20 best pieces of coverage, prioritizing media outlets recognized by your target audience. Organize them by theme or date. For each article, include the media name, date, headline, and a 2-to-3-line summary. If the article is available online, add a direct link. Include a summary of key figures in the introduction: total number of mentions, cumulative audience, and names of major media outlets.
