What should a press kit and boilerplate contain?

A press kit should make it easy to find accurate company information, useful images, and someone who can answer questions. A boilerplate is the short company description reused in releases and other materials. Include assets the work actually needs, and keep them current.

Start with the materials a reporter is likely to use

Depending on the company and story, useful items include:

• a plain-language company and product description;
• current product details and relevant company facts;
• a media contact and links to further information;
• logos, product images, screenshots, and executive photographs;
• short biographies of likely spokespeople; and
• research, customer examples, or other evidence behind the story.

Ask the agency which gaps matter for the planned work. A product review may need detailed specifications and images; a research story may need the method and limitations behind the findings.

Link existing, usable materials rather than commissioning a large asset library without a clear purpose.

Make the boilerplate clear enough for a newcomer

It should explain what the company does, who it serves, and any basic context a reader needs. Check that it describes the current business and uses claims you can support.

Ask someone unfamiliar with the company to read it. If they cannot explain the product or customer afterward, it needs another pass. The agency can write the description; the company should confirm that it is accurate.

Check permission and usability before sharing

Confirm that you may share photographs, logos, customer material, and research for the intended use. Include credits and restrictions where needed. Paying for an asset does not necessarily give the company every reuse right; the U.S. Copyright Office's guidance explains why commissioned-work ownership needs attention.

Ask for useful file formats and editable originals when those are part of what you purchased. Images should have clear captions, and public web assets should use appropriate text alternatives; W3C's image guidance provides a practical reference.

Keep unreleased details and restricted customer information out of a public folder. A sensitive launch may need a separate access arrangement.

Give someone responsibility for keeping it current

Name a company contact who can confirm updates, and agree whether agency maintenance is included in the scope. Product launches, leadership changes, a financing, or a rebrand may make existing material inaccurate.

Keep the latest approved version easy to find. At the end of the engagement, make sure the company retains the materials, access, and rights it paid for. The ownership guide covers that agreement.