Press kit
What it means
PR works when the product has a clear story, credible proof, and a reason for someone else's audience to care.
The useful version of this topic is not theoretical. It should change something visible: the customer you choose, the words on the page, the offer in the email, the onboarding step you remove, or the metric you watch every week.
A good test is whether a founder could use this page and do something before lunch. If the answer is no, the topic is still too abstract.
Actions
Start with the smallest action that creates contact with reality. For early distribution, reality usually means a buyer, a user, a search result, a conversation, or a payment.
- Package the founder story and product angle.
- Pitch people whose audience overlaps your ICP.
- Give them examples, images, and proof they can reuse.
Measure
Measure the signal closest to customer progress. Vanity numbers are allowed only if they predict something better later.
- Mentions
- Referral traffic
- Earned media leads
Template
Audience: [who should care] Launch story: [why this matters now] Assets: [screenshots, demo, founder note, customer proof] Channels: [where it will be posted] Follow-up: [who replies, who books calls, who tracks leads]