A well-pitched story can fall apart at the finish line if the right materials aren’t ready. For journalists, missing or disorganized assets create friction. And when the choice is between a brand that’s easy to feature and one that isn’t, most will take the path of least resistance.
That’s why the press kit still matters. Not as a formality, but as a tool that supports speed, accuracy, and clarity. The best kits don’t just make a journalist’s job easier. They raise the odds that a pitch turns into a published story.
Too many companies treat their press kit like a download folder. Over time, it fills with legacy files, expired headshots, or PDFs that don’t match current messaging. That clutter creates confusion. The goal of a press kit is not to include everything, it’s to include the right things.
Start with the founder or executive bio. It should be up to date, well-written, and grounded in what’s relevant now. This is not a place for a full resume. Focus on credibility and voice. The tone should feel aligned with how the company wants to be perceived.
Next is photography. At minimum, that includes a current, high-resolution headshot and a clean company logo. If possible, include one candid-style photo that shows the founder or team in context. Media outlets often look for visual options that feel more natural than studio portraits. If product visuals are available, include those as well, especially if the product is physical or design-forward.
The company boilerplate is another must-have. This is a short description of what the company does, who it serves, and what makes it relevant. It’s not the place for mission statements or values language. Keep it factual, clear, and easy to copy into an article.
If the company has released recent funding news or major milestones, include a brief timeline or fact sheet. This helps provide context without requiring the journalist to dig. For B2B companies, one or two client or use case examples can be helpful, especially if they demonstrate scale or category fit.
Quotes can also be useful, but only when they serve a clear purpose. A short, approved statement from the founder can offer a soundbite for fast-moving stories. Just make sure it reflects the same tone used in other public messaging. Avoid jargon, overly scripted lines, or canned phrases.
Press coverage and awards should be listed only if they add weight. A handful of recent, high-quality placements can help validate interest. But a long list of old headlines won’t help. Prioritize what reflects current relevance.
All files should be organized and labeled clearly. Use folders if needed, but keep the structure simple. And make sure links don’t expire. Cloud-based kits work best when multiple people across media or partnerships may need access.
Beyond the contents themselves, the presentation matters. A press kit should feel intentional. Visual consistency, updated fonts, and a neutral background all signal that care has been taken. That care reflects well on the company’s brand, even if the journalist never uses every asset.
Timing also plays a role. Kits should be checked regularly, not just when a pitch is sent out. A quarterly review is often enough to catch outdated bios, broken links, or shifts in product naming. These small gaps can derail fast-moving opportunities.
In the end, the press kit is not about self-promotion. It’s about readiness. The more you can anticipate what a journalist will need, the easier it is for your story to move forward without delay. Every extra step you remove from their process builds momentum.
Looking for advice on media coverage or want to look into guaranteed options? Reach out directly at jordan@notabilitypartners.com.
