Press Kit: What It Is, Template, and Examples

A press kit is a single page (or folder) that gives a journalist, podcaster, newsletter writer or event organiser everything they need to write about you without emailing you first. Logo, screenshots, a short description, founder bios, key facts, and a way to reach you.

Small companies tend to skip it because it feels like something for a company with a PR team. It is the opposite. A larger company can answer a reporter's request within the hour. A two-person startup cannot, and the reporter on deadline will simply write about someone whose logo they could find. A press kit is how a small team answers questions while it is busy doing other work.

This guide gives you a complete template, what good looks like in each section, and where to host it.

Who actually uses it

Picture the people who might land on your press page:

• A trade journalist writing a round-up of booking tools for hair salons.
• A local business reporter covering startups in your city.
• A podcast host who needs a bio and a headshot before recording.
• An industry association adding you to a member newsletter.
• A conference organiser putting your founder on a panel.

None of them want to read your whole website. They want facts they can copy accurately and images they can use without asking. Write for someone skimming on a deadline.

The press kit template

Here is a structure you can copy section by section. Everything should live on one web page, with downloadable files linked from it.

1. One-line description What the company does, for whom, in one sentence. No adjectives you cannot back up. This is the line a writer will copy directly, so make it accurate.

2. Short boilerplate (about 50 words) and long boilerplate (about 150 words) The "About" paragraph that goes at the bottom of an article or press release. The short version covers what you do, who you serve and where you are based. The long version adds how it works, when you started, and anything notable that is verifiable.

3. Fact sheet A plain list:

• Company name (and legal name if different)
• Founded (year)
• Headquarters (city, country)
• Founders and their roles
• What the product does, in three bullets
• Who it is for
• Pricing model (free, subscription, per seat), with a link to the live pricing page rather than numbers that go stale
• Website
• Press contact

Only include numbers you are happy to see printed and could prove if asked. If you have not raised funding, leave funding off rather than writing "bootstrapped" unless you want that to be the story.

4. Founder bios For each founder: a 40-word version and a 100-word version, written in the third person. Include what they did before and why they started this company. Link to a current, high-resolution headshot with plenty of space around the face so it can be cropped square or wide.

5. Product description and screenshots Three to six screenshots of the real product, each with a one-line caption explaining what it shows. Include at least one on a phone if the product works on mobile. Use realistic but fake data in screenshots, never real customer information.

6. Logos and brand assets

• Logo in SVG and PNG, on light and dark backgrounds
• Icon or mark on its own
• Primary brand colours as hex values
• One line on how not to use the logo (do not stretch, do not recolour)

7. Recent news Links to your announcements and any coverage, newest first. If you have none yet, leave the section out rather than showing an empty heading.

8. Press releases or announcements The full text of any announcement, dated, so writers can quote it directly.

9. Press contact A named person and a dedicated email address that someone actually checks. Say how quickly you usually reply.

10. Download everything One link to a zip file with all images and logos. Journalists appreciate not having to right-click twenty times.

An example boilerplate (hypothetical)

Here is an invented company to show the level of detail:

"Crewline makes rostering software for independent cafés and small restaurants. Owners build next week's roster from their phone, staff swap shifts without group-chat chaos, and hours flow straight into payroll. Crewline was founded in 2025 in Brisbane, Australia, and is used by hospitality businesses in Queensland and New South Wales."

Notice what it does: says what the product does in the customer's terms, names the customer, gives a place and a year, and makes no claim that could not be checked. "Used by hospitality businesses in two states" is fine if true. "The leading rostering app" is not, unless someone independent has said so.

Where to host it and how to link it

• Put it at a simple address such as yoursite.com/press, and link it from your website footer.
• Keep it as a web page first. A PDF-only press kit is harder to copy text from and goes out of date quietly.
• Put the date of the last update at the top.
• Link to it in your email signature when you pitch a story, and at the bottom of every announcement.

Review it whenever anything in the fact sheet changes: a new founder, a new country, a price change, a rebrand. An out-of-date press kit is how incorrect facts end up in print.

Mistakes that make a press kit useless

• Marketing copy instead of facts. "Revolutionary", "seamless" and "game-changing" get deleted by every editor. Facts get used.
• Low-resolution images. A 400-pixel screenshot cannot be printed or used as a header image.
• Hidden behind a form. Asking for an email before downloading a logo loses the writer on deadline.
• No human contact. A generic contact form tells a journalist you will not reply in time.
• Numbers you cannot defend. If a figure cannot survive a fact-check, it should not be in the kit.

Giving journalists something real to write about

A press kit makes coverage easier; it does not create a story. Early-stage companies usually get written about for something concrete: a launch, a clear problem solved for a specific industry, or a customer story told with permission.

That is where real early users help. If you are still building, listing your product on LetsBeta lets real businesses apply to try it, and each Early Adopter sends structured mid-trial and end-of-trial reports. That feedback is private to you, but it tells you which problem you are genuinely solving, which is exactly what your one-line description and boilerplate should say. Finished products can also be listed in the SaaS directory.

For the wider picture of getting coverage without a budget, see PR for Bootstrapped Startups. For sharpening the message your press kit carries, read Startup Positioning: A 60-Minute Framework.

Your one-hour build list

1. Write the one-line description and both boilerplates.
2. Fill in the fact sheet.
3. Write two lengths of bio for each founder and pick headshots.
4. Take four clean screenshots with fake data.
5. Export logos in SVG and PNG.
6. Publish at /press, add a footer link, and zip the assets.

Then get back to building. List your build or browse what others are testing.