Why Every Startup Needs a Press Kit (And How to Build One)
The Problem: Pitching Without Proof
If you’ve ever sent a cold email to a journalist, you know the feeling. You craft the perfect subject line, nail the opening hook, and hit send — only to hear nothing back. It’s not that your startup isn’t interesting. It’s that reporters are drowning in pitches, and most of those pitches make them do all the work.
Think about it from a journalist’s perspective. They get 50+ pitches a day. When one catches their eye, they need to quickly answer a few questions: What does this company actually do? Who are the founders? What does the product look like? Is there a logo I can use? If those answers aren’t immediately available, they move on. They don’t have time to chase you down for assets.
That’s the gap a press kit fills.
What a Press Kit Actually Solves
A press kit — sometimes called a media kit or press page — is a single destination that gives journalists everything they need to write about your company. Instead of attaching a dozen files to an email or making a reporter dig through your website, you hand them one link.
That link contains all the materials they need, organized and ready to use. No friction, no back-and-forth, no “let me get back to you with our logo files.”
The result? Faster coverage, more accurate stories, and a professional impression that sets your startup apart from the hundreds of others fighting for the same journalist’s attention.
Key Components of a Great Press Kit
Not all press kits are created equal. The best ones include:
- Company boilerplate — A concise, quotable description of what your company does and why it matters
- Founder bios and headshots — Professional photos and short bios that journalists can copy directly into their articles
- High-resolution logos — Multiple formats (SVG, PNG) in both light and dark versions, ready for download
- Product screenshots — Clean, high-quality images that show your product in action
- Press releases — Your latest announcements, formatted and easy to reference
- Key metrics and milestones — Funding raised, user counts, growth numbers — the proof points that make a story compelling
- Contact information — A direct line to your PR or comms person, not a generic info@ address
How PR Kit Makes This Easy
Building a press kit from scratch is tedious. You end up cobbling together a Google Drive folder, a Notion page, or a hastily thrown-together section of your website. None of these options look professional, and they’re a pain to keep updated.
PR Kit gives you a hosted, branded press page in minutes. Upload your assets, fill in your company details, and share a single link. Your press kit stays up to date, looks polished, and gives journalists exactly what they need — without you touching a line of code.
Every PR Kit page is designed to make reporters’ jobs easier. Assets are organized by type, downloads are one-click, and your brand story is front and center. It’s the difference between looking like a scrappy side project and looking like a company that’s ready for prime time.
Ready to Level Up Your PR Game?
If you’re serious about getting press coverage, a press kit isn’t optional — it’s table stakes. The startups that make it easy for journalists to cover them are the ones that get covered.
Join the PR Kit waitlist and be among the first to create a press kit that actually gets results. Your future press coverage will thank you.