Press kit checklist: pass your first file easily

You have already written a press release, but are now being asked for a press kit ? Don't panic. It is precisely for you — startup founder, communication or marketing manager, or freelancer — that this checklist was designed. Simple, concrete and (above all) effective.

In this article, we share with you all the ingredients to build a useful, impacting press kit that is adapted to your challenges.

Why create a press kit?

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What journalists expect

A good press kit is a bit like the survival kit of the journalist. He must be able to quickly get all the information he needs to write an article: the pitch of your project, key figures, context, visuals, press contacts.

If you can save him time, you earn points. And potentially... a publication!

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When is it useful?

It is recommended to create a press kit in these cases:

• Official launch of your business or product
  
  
• fundraiser
  
  
• New offer or strategic pivot
  
  
• Major event (partnership, campaign, presence at a trade show...)
  
  

Bonus : you can also use it as a support for your partner meetings, competitions, financing applications, etc.

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The essential elements to integrate

A clear presentation of the company

• Who you are (team, vision, creation date)
  
  
• What you offer (product/service, target, market)
  
  
• Why it's important (challenges, impact, differentiation)
  
  

Example: “Merci Paulo is an ethical concierge specialized in reconditioned auto parts. It is already helping more than 3,000 independent garages make a more ecological choice.”

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Key information on your news

That is the core of the case. Give context to your news:

• Why this fundraiser?
  
  
• What is the aim of the partnership?
  
  
• What results did you get?
  
  

Think narrative: before > after > tomorrow. Illustrate with numbers.

Example: “In 12 months, LibertéWatts went from 0 to 10,000 connected homes, with an electrical loss equivalent to 500,000 kWh saved.”

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Quality visuals

Add royalty-free visuals (photos, HD logo, screenshots, infographics, etc.). And above all, make them easy to download (via a Drive or Dropbox link).

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Our advice for a press kit that stands out

The background is good. The shape as well.

We still see too many lousy files. It's rough, but true. And that's a shame, because the background is often good!

Take care of the design:

• Ventilate the texts
  
  
• Use clear titles
  
  
• Add icons or pictos to give rhythm
  
  
• Integrate a palette consistent with your charter
  
  

Canva or Notion are great tools for creating a pretty AND legible press kit.

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Personalize for your targets

A good press kit is not fixed. It can be adapted according to the journalists or the subjects covered.

• Are you contacting a tech media? Focus on innovation.
  
  
• A mainstream title? Popularize more.
  
  

And if you have several strong angles (impact, product, team...), do not hesitate to offer several versions.

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Common mistakes to avoid

Too long, too fuzzy

A press kit is not a commercial brochure. It must not sell. It should inform. And for that, it is better to:

• Getting to the point
  
  
• Use short sentences
  
  
• Structure each page with 1 main idea
  
  

The 20 pages in PDF without visual hierarchy: to be banned!

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Wrong format or sending channel

The PDF format is still the most common (and the most practical), but beware of:

• Limit weight (less than 5 MB if possible)
  
  
• Always add an online version (Notion or Google Docs)
  
  

And above all, never send a press kit alone without a personalized message. The email that comes with it is just as strategic.

Conclusion

A good press kit is a powerful tool to strengthen your credibility, convince journalists and make your project better known. It still has to be designed for them, not for you.

And if you don't know where to start, we can help you. 425PPM supports dozens of startups every month to build (or reread) their first press kit.

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