What reporters do with your kit

They open it impatiently. If the fact sheet is buried under brand videos, they leave.

Minimum viable kit

  1. 120-word fact sheet — what the product is, who it serves, where it runs.
  2. Visual set — logo SVG/PNG, one product still, one founder headshot, labeled.
  3. Press email — a human inbox, not noreply@.
  4. Boilerplate — one version, matching the website.

Crypto extras worth including

  • Links to docs and status page
  • Audit summary date + firm name (not a 90-page PDF as the only asset)
  • Clear "we do not cold-DM seed phrases" warning for users (reduces support-impersonation chaos)

Lab test

Hand the kit to someone outside your team. Time how long until they can answer: what is this, and who do I call?