What makes a press release newsworthy?
Find the news in your announcement with a practical test for change, relevance, evidence, and timing before you write a press release.
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A media kit should help someone report accurately without repeatedly asking for basic material. Think of it as an organized working reference, with enough context to explain what each file contains.
Start with a concise fact sheet
Include the organization’s name, a plain-language description, relevant locations, and a few verified facts. Define the time period for figures that can change. A fact sheet becomes less useful when it mixes current information with old numbers and undated claims.
Provide people and visual material
Offer short, current biographies for the spokespeople available to comment. Include approved headshots, a logo, and a small selection of relevant images. Use filenames that identify the subject and provide captions, credits, and clear instructions about permitted use.
Link to the evidence behind the announcement
For research, provide the method, sample, and relevant limitations. For a product, provide accurate availability and specifications. For a company milestone, link to the announcement and supporting material. Give readers the original source where possible instead of a chain of promotional summaries.
Make access straightforward
- Avoid requiring an account to read basic press material.
- Label download types and large files clearly.
- Test links in a private browser session.
- Provide a media contact who can answer follow-up questions.
- Check that the kit is usable on a phone.
Assign an owner and a review schedule
Someone should be responsible for retiring outdated files, replacing biographies, and checking contact details. Add dates where they help readers judge freshness. Keep an approved archive separately if earlier information needs to remain available.
Before sharing the kit, ask a colleague unfamiliar with the announcement to find the facts and images they would need. Any point of confusion is a chance to improve the organization before a journalist encounters it.
