GlossaryLaunching
What is a press kit?
Also called: media kit, press page, brand assets page
Definition
A press kit is a page or downloadable folder with everything someone needs to write about your company accurately: a short description, key facts, founder bios, logos, screenshots, and a contact for press.
Press kit, explained
Journalists, bloggers, directory editors, partners and conference organizers all need the same things when they mention you, and they need them quickly. If they can't find a logo, they'll grab a blurry one. If they can't find the facts, they'll guess. A press kit removes both problems.
A useful startup press kit has: a one-sentence and a one-paragraph description; key facts such as founding year, founders, location and what the product does, with only numbers you're happy to see printed; founder bios and photos; logos in light and dark versions, in PNG and SVG; a few current product screenshots; brand colors; recent announcements; and a real email address for press.
Put it at an obvious URL like /press and link it from the footer. Keep it as a normal web page, not only a zip file, so the facts are readable and indexable. That also makes it one of the pages search engines and AI assistants can use to describe you correctly.
Keep it current. An old logo, a former co-founder or an outdated description in your press kit spreads to every article that uses it. Review it whenever something material changes.
Be careful with numbers. Only publish metrics you're comfortable having quoted forever, stated precisely, with dates. Rounded-up or vague claims tend to be repeated, then questioned.
Why it matters for founders
A press kit makes it easy for others to describe you accurately, which matters for coverage, directory listings and how AI assistants summarize your company.
Example
A startup launches with a /press page: two descriptions, founder bios, logo files, five screenshots and a press email. Two newsletters covering the launch use its exact description and logo.
Common mistakes
- Only offering a zip file with no readable page.
- Leaving outdated logos, founders or descriptions up.
- Publishing vague or inflated metrics.
Related terms
- Launch assetsLaunch assets are the materials you prepare before launching: product name, tagline, short and long descriptions, logo, screenshots or gallery images, a demo video, and links. Every platform and directory asks for some version of them.
- Digital PRDigital PR is earning coverage, mentions and links from online publications by giving journalists something worth covering, such as a story, original data, a useful tool or expert commentary.
- Entity SEOEntity SEO is the work of helping search engines and AI systems recognize your company or product as one distinct thing, an entity, and connect the right facts, profiles and pages to it.
- Brand mentionA brand mention is any place your company or product name appears on the web, in articles, forums, reviews, directories or AI answers, whether or not it links to your site.