Press Kit

When to Use This Skill

Use this skill when you need to:

Build a complete press kit for media outreach or PR campaigns
Create a company backgrounder and fact sheet for journalists
Prepare founder bios and brand assets for press coverage
Assemble a media-ready package for product launches or announcements

DO NOT use this skill for press releases (single announcements), social media bios, or investor pitch decks. This is for comprehensive press/media kits only.

Core Principle

A PRESS KIT MAKES A JOURNALIST'S JOB EASY — EVERY FACT, QUOTE, AND ASSET THEY NEED TO WRITE ABOUT YOU IS IN ONE PLACE, READY TO COPY.

Phase 1: Brief

Required Inputs

Input	What to Ask	Default
Company name and description	"What does your company do in one sentence?"	No default — must be provided
Founded date and location	"When and where was the company founded?"	No default — must be provided
Founder name and title	"Who is the founder/CEO and what is their title?"	No default — must be provided
Key milestones	"What are 5-8 major milestones? Launches, funding, customer counts, awards."	No default — ask for at least 3
Press kit purpose	"Is this for a specific launch, ongoing media relations, or general readiness?"	General media readiness
Existing media coverage	"Have you been featured anywhere? List publications and links."	None

GATE: Confirm the brief before drafting any sections.

Phase 2: Structure

Every press kit includes these components in this order:

Company Overview — 200-300 word backgrounder
Fact Sheet — Quick-reference stats in bullet format
Founder/Leadership Bios — 150-200 words each, third person
Product/Service Description — What the company offers, positioned for media
Milestones Timeline — Chronological list of key achievements
Media Coverage — Links to existing press mentions
Brand Assets Guide — Logo usage, brand colors, approved images list
Boilerplate — 50-word company description for article footers
Media Contact — Name, email, phone for press inquiries

Present the planned sections. Confirm which to include.

GATE: Get approval on sections before writing.

Phase 3: Write

Section-by-Section Rules

Company Overview:

Open with what the company does and who it serves
Include founding story in 1-2 sentences
State the mission without jargon
Close with the most impressive current metric

Fact Sheet:

## [Company Name] Fact Sheet

- **Founded:** [Year], [City, State]
- **Founder/CEO:** [Name]
- **Employees:** [Number]
- **Customers/Users:** [Number]
- **Revenue/Funding:** [If public]
- **Headquarters:** [Location]
- **Website:** [URL]

Founder Bio:

Third person, professional tone
Lead with current role and company
Include relevant background (2 sentences max)
Close with a personal detail that humanizes

Boilerplate:

Exactly 50-75 words
Formula: [Company] is a [category] company that [what it does] for [who]. Founded in [year], [Company] [key differentiator or achievement]. Learn more at [URL].

Phase 4: Polish

1. Brand Assets Checklist

## Brand Assets to Prepare

- [ ] Logo — full color (PNG, SVG)
- [ ] Logo — white/mono version (PNG, SVG)
- [ ] Logo usage guidelines (clear space, minimum size, prohibited modifications)
- [ ] Brand colors (hex codes)
- [ ] Founder headshot — high resolution (300dpi, minimum 1500px)
- [ ] Product screenshots or lifestyle images (3-5 minimum)
- [ ] Brand fonts listed

2. Press Kit Distribution Guide

Recommended hosting: dedicated /press or /media page on website
File format: individual downloads preferred over single ZIP
Include a "last updated" date on the page
Add a press contact form or direct email

3. Quality Checklist

## Press Kit Quality Checklist

- [ ] Company overview is 200-300 words
- [ ] Fact sheet includes all key stats with current data
- [ ] Founder bio is in third person, 150-200 words
- [ ] Boilerplate is 50-75 words and copy-paste ready
- [ ] All milestones include dates
- [ ] Media coverage links are live and accessible
- [ ] Brand assets list specifies file formats and dimensions
- [ ] Media contact includes name, email, and response time expectation
- [ ] No confidential or embargoed information included without labels

Example

Boilerplate excerpt: "GrowthKit is a SaaS platform that helps solopreneurs automate their marketing workflows. Founded in 2022, GrowthKit serves over 5,000 users across 30 countries and has been featured in TechCrunch, Forbes, and Entrepreneur. Learn more at growthkit.com."

Founder bio excerpt: "Jane Smith is the founder and CEO of GrowthKit, a marketing automation platform for solopreneurs. Before launching GrowthKit in 2022, she spent eight years leading growth teams at two Y Combinator startups. Jane holds an MBA from Stanford and has been named to Forbes 30 Under 30. She lives in Austin, Texas with two rescue dogs and an unreasonable number of houseplants."

Anti-Patterns

Marketing speak instead of facts — journalists want data and quotes, not ad copy. Write like a reporter, not a marketer.
Missing assets — a press kit without downloadable logos and headshots is incomplete. Always include the asset checklist.
Outdated stats — stale numbers destroy credibility. Include a "last updated" date.
No boilerplate — journalists need a copy-paste company description for their articles. Always include one.
Burying the contact — media contacts must be immediately visible, not hidden at the bottom.

Recovery

No media coverage yet: Skip the coverage section. Add a "Press Inquiries Welcome" section instead with story angle suggestions.
No professional headshots: Recommend scheduling a headshot session. Provide interim guidance: well-lit, neutral background, shoulders up.
User unsure what milestones to include: Ask for a timeline of every company event. Help them identify the 5-8 most newsworthy moments.
Confidential metrics: Use ranges or growth percentages instead of absolute numbers. Note which figures are for background only.