The fundamental difference from a press release
A press release is an announcement: it is one page long and addresses a specific news item. A press kit is a background tool: it is between 10 and 30 pages long and serves as a reference document that a journalist consults before meeting you, while preparing their article, or to verify a figure.
You should not send both to the same journalist during an initial contact. The press release hooks them, the press kit provides the depth.
What a press kit should contain
The structure varies by company, but the following elements are expected:
- Company overview : history, mission, business model. 2 to 3 pages maximum.
- Key figures : traction, clients, business volume if shareable, team size. Journalists verify figures. Only include those you can source.
- Executive biographies : name, background, role. Include a high-resolution photo for each person mentioned.
- Key messaging : how you define your market, your positioning, and your differentiator. This is what you want to see reflected in articles.
- Visuals : high-definition logo (white and transparent backgrounds), team photos, and product screenshots if relevant. JPG or PNG format, at least 1 MB.
- Press contacts : name, email, and direct phone number of the contact person.
What we see with our clients
The most effective press kits are those that anticipate journalists' questions before they are even asked. When a journalist opens your kit, they want to understand within 10 minutes why your company is interesting to their readers, not to you. The best kits are written from that perspective.
The most common mistake: kits that look like sales brochures. A journalist is not a prospect. They aren't looking to be sold to; they are looking for a story to tell.
When to use a press kit
There are three main situations that justify having an up-to-date press kit:
- A product launch or fundraising round : journalists covering the sector will want to go beyond the press release.
- An interview request : the journalist asks for background information before agreeing.
- An event or trade show : press attendees need comprehensive documentation.
To learn more: How to create an effective press kit.
