How to build and maintain a press kit and boilerplate
By Joel Andren · Published by PressFriendly, a PR agency · Reviewed July 15, 2026 · 2 of 5 in this section
A press kit is a maintained source of verified company facts and approved, reusable assets. It is not a fixed bundle that every startup must publish. A boilerplate is the short, approved company description commonly used in releases, a newsroom, and other repeatable materials.
Build the kit around the audiences and work in scope. A company seeking product reviews may need technical specifications and product images. A research campaign may need methodology, data definitions, and expert biographies. Include only material the company has the right to publish and keep current.
Include useful, controlled assets
| Asset | What to record |
|---|---|
| Boilerplate and company overview | Approved description, evidence for claims, owner, and last-reviewed date |
| Fact sheet | Founding details, locations, leadership, product facts, and metrics that can be stated publicly |
| Spokesperson biographies | Relevant expertise, approved titles, pronunciation, availability, and current headshots |
| Logos and brand assets | File formats, color variants, minimum-use rules, and brand contact |
| Product or company visuals | Accurate caption, date, alt text, credit, license, and usage restrictions |
| Product or research material | Demo access, specifications, methodology, definitions, and known limitations |
| Announcements and coverage archive | Current releases, corrections, source links, and publication dates |
| Press contact | Monitored contact route, expected response window, backup, and time zone |
The company is accountable for the accuracy of its claims and its permission to distribute assets. The agency or other operator can draft, organize, quality-check, and maintain the kit within scope. A reporter or publication decides whether and how to use it.
Separate public and controlled material
Do not put confidential customer information, unreleased product details, security-sensitive material, personal contact data, or restricted assets in a public folder. Use access controls and expiration dates for controlled material. Explain any embargo or usage condition before sharing, and get the recipient’s agreement when the condition requires it.
Record rights for every visual, quote, logo, and dataset. “Available online” does not mean unrestricted reuse. When an engagement ends, the contract should state which source files, licenses, accounts, and access credentials transfer to the company. See what you keep when the contract ends.
Maintain the kit as facts change
Give each asset an owner, approval status, source, review date, and expiration condition. Trigger a review after a funding event, leadership or product change, rebrand, correction, new claim, expired permission, or change in legal status. Remove duplicate or stale versions so recipients do not have to guess which file is current.
Make files usable: provide descriptive names, appropriate formats, captions, credits, and alternative text. Test public links without an internal login and provide a clear route for accessibility or format requests.
Build the boilerplate from the approved messaging and positioning, route consequential changes through the approval workflow, and verify claims under the PR ethics and accuracy standard.