Press Kit Claim Triage Before Outreach
A press kit needs a short path from a verifiable fact to a usable story angle. Before sending a pitch, separate what the business can document from language it hopes a reporter will repeat. This worksheet is preparation, not a claim of coverage.
Build a fact table first
| Item | Evidence to collect | Hold if missing |
|---|---|---|
| Company description | Current public site, product page, or approved fact sheet | Unsupported market-leader or “first” claims |
| Product availability | Current offering, location, and release status | “Available now” while still in preparation |
| Numbers | Dated source, unit, method, and owner | Growth figures with no date or method |
| Images and logos | Rights, current version, and caption | Stock imagery presented as a client or product |
| Contact | Authorized media contact and response window | Personal details copied from unrelated accounts |
The table filters claims before copy is drafted. It gives an editor enough context to understand what the business actually does without inventing customer outcomes.
Two possible angles
- A factual launch or update: identify the current offer, what changed, where it is available, and the supporting material.
- A useful industry explanation: choose a customer problem the team can explain with evidence, keeping promotional claims separate.
For each angle, write one sentence of evidence, one limitation, and one person who can answer follow-up questions. If the evidence is thin, hold the angle rather than polishing the headline.
Handoff to outreach
Check outlet fit and publication rules before contact. Keep a small record of the proposed angle, supporting links, permission to use each image, and the person authorized to reply. A pitch sent is not earned coverage.
Rankgasmo offers press kit preparation and PR outreach planning within its PR and reputation work. Its site describes positioning, press materials, outreach planning, and reputation response guidance. A proposed agency scope should be agreed separately; this worksheet only organizes the initial brief.