Build a One-Page Press Kit Outline
Objective: Produce a complete, correctly structured press kit outline (as a web page spec, not a PDF) covering every component the lesson requires, ready to hand to a designer or developer to build.
You're the first PR hire at Robinhood, the Nasdaq-listed commission-free trading app, and the company has never had a formal press kit before this quarter's product launch.
Spec out a complete press-kit web page: every required component, what file formats each asset needs, and how the page should be organized so a journalist can grab exactly what they need in under a minute.
Before you start
What you'll need
The process
2 steps
Step 01 of 02
The lesson lists the core press kit components: company boilerplate, executive bios and headshots, product screenshots or photos, logo files in multiple formats, recent press coverage, and key facts/stats.
Robinhood has never had a press kit. What exact components and file formats go on the page, and in what order?
Procedure
- List every required component in the order a journalist would want to encounter them
- For each visual asset, specify required file formats (SVG/PNG for logos, high-res JPG for photos)
- Write a one-paragraph boilerplate draft as a placeholder
- Note which components need design/dev work vs. which are just copy
PRESS KIT PAGE SPEC 1. Boilerplate (copy, ~60 words) 2. Key facts/stats (copy, bulleted, e.g. user count, founding year) 3. Logo files: SVG + PNG, light-background and dark-background versions 4. Executive headshots: high-res JPG, min 1000px wide, current within 12 months 5. Product screenshots: PNG, at least 3 current app screens 6. Recent press coverage: linked list, most recent first
Healthy
Every component has a specified file format and a clear owner (copy vs. design/dev).
Unhealthy
A component is listed with no format specified, so whoever builds the page has to guess.
What this means
A spec a designer can build from without asking follow-up questions is the actual deliverable, not a vague list of section names.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| A component on the list has no file format specified | Add the exact format and minimum resolution before handing the spec to design | 5 min |
Step 02 of 02
The lesson explains that a web page beats a PDF because assets stay individually downloadable and the whole kit can be updated the same day news happens, without journalists ever holding a stale file.
Should this be a PDF, a web page, or both? What does the spec need to say about updating it?
Procedure
- Specify the page as web-hosted, not PDF-only
- Note that each asset (logo, each headshot) needs its own individual download link
- Add a maintenance note: who updates the kit and how soon after major news
- Specify where the page is linked from (main nav, not just footer)
HOSTING SPEC Format: dedicated web page at /press, not a bundled PDF Each asset individually downloadable via its own button/link Maintenance owner: PR team, update within 48 hours of major news Navigation: linked from main site footer AND from the About page
Healthy
The spec explicitly rules out a PDF-only kit and names a maintenance owner.
Unhealthy
The spec leaves hosting format unspecified, which defaults to whatever's easiest for whoever builds it, often a PDF.
What this means
If the spec doesn't say 'not a PDF,' a busy dev team will default to the fastest thing to ship, which is usually a PDF.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| The build spec doesn't name a hosting format | Add an explicit line ruling out PDF-only and specifying individually downloadable web assets | 5 min |
Final deliverable
A complete press kit web page spec: every component, required file formats, page order, and a hosting/maintenance plan, ready to hand to design or dev.
See a reference example
Wise press kit page spec (excerpt) 1. Boilerplate: "Wise is a global technology company building the best way to move and manage the world's money..." 2. Key facts: founded 2011, operates in 40+ currencies, publicly listed on LSE 3. Logo files: SVG + PNG, light/dark versions, downloadable individually 4. Exec headshots: 3 leaders, high-res JPG, updated within last 12 months 5. Hosting: web page at wise.com/press, not PDF, updated within 48 hours of major news
Success criteria
You're done when you can:
- Spec covers all 5-6 core components with specific file formats
- Spec explicitly requires web hosting with individually downloadable assets, not a PDF bundle
- Spec names a maintenance owner and update timeline