Build a press kit page journalists can use on deadline

Who uses it, and when

Press pages get most of their visits in short bursts: the day a funding round is announced, when a launch is covered, when a reporter is checking a detail for a piece due in an hour. The reader is skimming for something specific, often on a laptop with an editor waiting. They'll copy text straight into a draft and download images straight into a content system. Anything that slows that down (a form to fill in before the logos appear, a PDF that has to be opened to find the founding year) means they'll use whatever they find elsewhere, which is usually out of date.

The contents, in order

Boilerplate

Two or three sentences that describe the company as you'd like it described: what you make, for whom, where you're based and since when. Write it so it can be pasted unedited at the bottom of an article. Avoid adjectives a journalist would have to remove.

Fact sheet

A short list: founded, founders, headquarters, number of staff if you're comfortable sharing it, funding raised and from whom (if public), product names, availability. A table is easier to scan than a paragraph. Only list figures you'll stand behind; journalists check.

People

A short bio and a photo for each person who might be quoted, with their exact job title and how their name is spelled and pronounced if that's not obvious. Provide both a portrait and a landscape crop of each headshot.

Logos and product images

The logo on light and dark backgrounds, as vector and PNG, plus the icon on its own. Product photos and screenshots at print resolution, each with a one-line caption and a credit line if a photographer needs to be credited. State plainly that these images can be used for editorial coverage.

News and coverage

Your recent announcements in date order, each with a one-paragraph summary and a link to the full release. Optionally, links to coverage you're glad of. Don't quote coverage out of context.

Press contact

A named person, an email address that's actually read, and a phone number if you'll answer it. Say how quickly you reply. This is the most important line on the page.

Building it with Anticode

Press isn't one of the named page types Anticode builds (those are Work, Shop, Services, About, Pricing, FAQ, Book and Contact), so there are two sensible homes for it. The simplest is a press section on the About page, which already holds the people and the story; ask for it in a sentence such as "add a press section to the About page with our boilerplate, a fact sheet, founder bios and a press contact". The second suits companies with regular news: keep announcements in a CMS collection called press, which Anticode serves at /press/ with one page per release at /press/<slug>. Either way, paste in your boilerplate and facts rather than letting the model invent them. It drafts the structure well, but the facts must be yours.

Upload the headshots, product photos and logo files to the build. Anticode checks each file by its first bytes and stores it under your account; the model sees the photos, so it can place each headshot with the right bio. Add alt text that names the person or describes the product shot. For a contact form instead of (or alongside) an email address, add the contact form must-have and route messages to whoever handles press, by email or to a Slack channel.

Keeping it current

A press kit page is only useful if it's right today. Out-of-date headcounts and old logos are the most common faults. A few habits keep it accurate:

• Update the page in the same week as any announcement, before the release goes out.
• When someone joins or leaves the leadership team, change their bio the same day.
• Put the date the page was last checked at the bottom.
• Use version history, which keeps your most recent saves, to see what the page said recently if someone asks why a figure changed; keep your own note of older figures.

For a startup, the press kit workflow walks through the routine around launches, and investor pages cover a related audience with different needs.

What Anticode doesn't handle

• No zip downloads or large file hosting. Images appear on the page; for a bundle of print-resolution files and vector logos, link to a shared folder you control.
• No press release distribution. Anticode publishes the page; sending releases to journalists is done by you or a distribution service.
• No gated downloads. There's no login for press, and there shouldn't be one on a press page anyway.
• No media monitoring. You'll see page views and sources in the dashboard, not who wrote about you.

Questions people ask

What's the difference between a press kit and a media kit?

The terms overlap. A press kit usually serves journalists covering a company. A media kit more often serves advertisers or sponsors, with audience figures and rates. Some sites combine them; it's clearer to keep them apart.

Should the press page be in the main navigation?

A footer link is usually enough. Journalists know to look there, and it keeps the main navigation for customers.

Should I include a PDF version?

It's optional. A web page is easier to copy from and always current. If you offer a PDF, keep it in the same shared folder as the images and update it at the same time.