Field Note · 4 min read
Press kits that actually get answered
Journalists are not gatekeepers. They are people with deadlines. Write for the deadline.
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.