---
name: press-kit
description: "Creates comprehensive press kits with company backgrounder, founder bio, high-res assets, fact sheets, and media contacts. Use when preparing for media outreach or PR campaigns."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# 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:

1. **Company Overview** — 200-300 word backgrounder
2. **Fact Sheet** — Quick-reference stats in bullet format
3. **Founder/Leadership Bios** — 150-200 words each, third person
4. **Product/Service Description** — What the company offers, positioned for media
5. **Milestones Timeline** — Chronological list of key achievements
6. **Media Coverage** — Links to existing press mentions
7. **Brand Assets Guide** — Logo usage, brand colors, approved images list
8. **Boilerplate** — 50-word company description for article footers
9. **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.
