Field Note · May 28, 2026
Press kits that actually get answered
Journalists are not gatekeepers. They are people with deadlines. Write for the deadline.
By Dan Votra4 min readFiled under Field Note
Most press outreach fails because it describes a company instead of supplying a story someone else can file by Thursday.
The kits that get answered contain four things: a single-sentence claim, one number that is verifiably true, one quote a human would actually say aloud, and assets that do not require a request form.
Everything beyond that is for your investors, not for the desk you are writing to.