What is press delivery?
Press delivery is a PR practice that involves sending a physical package to a journalist or media influencer : a product, a press kit, a printed document, a prototype, or a branded item. Unlike an email or a digital press release, a physical shipment creates a concrete moment of receipt, which is often memorable if the packaging is well-designed. It is used for product launches, brand anniversaries, seasonal campaigns, or as a thank-you after a feature.
B2B vs. B2C usage: very different approaches
In B2C, press delivery is standard: in beauty, food, fashion, and electronics, brands regularly send products to journalists and content creators to secure reviews and feedback. In B2B, the logic is different. Tech and business journalists rarely receive a physical product; they generally expect access to a demo, a briefing, or an exclusive report. B2B press delivery therefore takes the form of a premium printed press kit, a symbolic object related to the brand's world, or a physical invitation.
When press delivery is worth the investment
Press delivery is justified when the product or document cannot be truly understood in a digital format : a material, a texture, a connected object, or a limited edition. It is also effective for standing out in sectors where journalists receive dozens of digital pitches every day. For fundraising rounds or strategic announcements, a well-designed physical press kit can leave a lasting impression on priority journalists.
What we see with our clients
Among the B2B startups we support, physical press mailings are rare but highly targeted. When used, it is for a maximum of 5 to 10 key journalists, with highly personalized content: a printed industry report, a prototype, or a personalized invitation to an exclusive event. Mass, generic mailings generate little coverage and can damage relationships with editorial teams.
Digital alternatives to physical press mailings
A digital press kit (or online brand kit) effectively replaces physical mailings in most B2B situations. It gathers press releases, HD visuals, biographies, key figures, and brand assets in one easily accessible online space. A well-designed press page on your website, a Notion link, or a shared Drive folder is sufficient in most cases. For software demos, test access or an interactive video demo effectively replaces any physical shipment.
