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Press kit and newsroom

A press kit (often published as a newsroom or media page) is the durable, always-on packet of facts and assets a journalist, analyst, or AI assistant needs to describe your company accurately without emailing marketing for a PDF. Digital PR gets you into someone else's article; the newsroom is what they open when they decide you are worth covering - and what assistants retrieve when they need a clean company description.

Throughout this page, suppose Fernwood runs https://fernwood.example/newsroom as the canonical place for press materials.

This technique is the on-site half of Digital PR. It also pairs with Organization identity markup: the newsroom is the human-readable identity page; Organization JSON-LD is the machine-readable twin.

Why it works

Journalists work on deadline. If Fernwood's homepage is a marketing funnel and the only "About" page is a brand story with no headcount, founding date, logos, or email, the reporter either guesses, skips Fernwood, or uses a stale third-party profile. Assistants face the same retrieval problem: they prefer a single URL that states company facts in plain language over piecing identity together from pricing pages and blog sidebars.

A good newsroom does three jobs:

  1. Verification - official name, what the company does, where it is based, who speaks for it.
  2. Reuse - logos, product screenshots, and boilerplate paragraphs that can be pasted without a design request.
  3. Discovery - recent coverage, research, and announcements that prove Fernwood is an active source, not a ghost brand.

Semrush and similar AI-citation studies keep finding that assistants overweight a small set of third-party domains - but those articles still need accurate company facts. Your newsroom is how those facts stay correct when someone else writes about you. See also Sources.

What to put on the page

Keep one durable URL. Do not bury it under a campaign microsite that dies in six months.

1. Company boilerplate (short and long)

Two paste-ready paragraphs, not a manifesto:

Short (≈40 words):

Fernwood is expense-management software for mid-workspace finance teams. It captures receipts, routes multi-entity approvals, and reimburses employees. Founded in 2019 and based in Austin, Texas.

Long (≈100 words): add product scope, customer segment, and one concrete differentiator - still no adjectives like "revolutionary." Update both when positioning changes, and stamp the page with a visible and machine-readable date (Machine-readable dates).

The short version is what gets into most articles. Write it as the sentence you want assistants to quote when asked "What is Fernwood?"

2. Hard facts block

A small table or definition list beats prose for extraction:

FactValue
Legal nameFernwood Software, Inc.
Brand nameFernwood
Founded2019
HeadquartersAustin, Texas, USA
Websitehttps://fernwood.example/
Media emailpress@fernwood.example
LeadershipNamed CEO / relevant spokespeople with links to author pages

Keep these numbers identical to Organization markup, LinkedIn, and review-platform profiles. Contradictions destroy trust faster than missing fields.

3. Media assets

  • Logo pack - SVG plus PNG at usable sizes; light and dark versions; clear usage rules (minimum size, clear space, no recoloring). Google's Organization logo guidelines ask for at least 112×112 px and a crawlable URL - your press logo should satisfy that too.
  • Product imagery - 3–6 current screenshots or UI crops with captions ("Approvals inbox", not "Hero 3"). Mark them with dates; stale UI in a 2024 article is how you look abandoned.
  • Executive headshots - real photos of people who actually speak to press, matching their author pages.
  • License - state that press may use these assets when covering Fernwood, with attribution if you require it.

Serve assets as direct file URLs, not a gated Dropbox that expires. Gating a logo behind a form is how coverage ships with a scraped, wrong mark.

4. Experts and contacts

List two or three people who can speak, with role, beat (product, research, security), and how to reach them. Link each to their public profile. This is the same expertise surface Author pages and bylines builds for editorial content - reuse those pages; do not invent a second bio.

One shared inbox (press@) is fine if a human answers it within a business day. An unanswered press@ is worse than none.

5. Coverage and announcements

  • Recent coverage - outbound links to articles that mentioned Fernwood (trade press, not your own blog). This helps journalists see social proof and helps assistants find third-party corroboration.
  • Announcements - dated posts for launches, research releases, and funding. Each announcement should be a real URL with answer-first structure, not a PDF-only press release.
  • Research - link your living studies (Original research and statistics). Data pages are what Digital PR pitches; the newsroom is where reporters look after the pitch.

6. Structured data

On the newsroom URL (and homepage), publish the same Organization entity with sameAs, logo, and URL described in Organization identity markup. Individual announcements can use NewsArticle or BlogPosting with honest dates and authors. Do not mark marketing blog posts as NewsArticle if they are not news - honesty rules still apply (Structured data markup).

How to ship and maintain it

  1. Pick the URL and never move it. /newsroom, /press, or /media - any is fine; redirects from the other two help.
  2. Generate assets from a brand system, not a designer's laptop folder. When the logo changes, update the pack the same day.
  3. Review quarterly. Boilerplate, headcount-ish facts you choose to publish, screenshots, and coverage links rot. Update dateModified when you do.
  4. Link it from the site footer and the About page. A newsroom nobody can find from the homepage is decorative.
  5. Allow AI crawlers to fetch it - a blocked newsroom cannot help assistants. See AI crawler access policy.
  6. Serve it as HTML, not a client-only app shell (Content readable without JavaScript).

What this is not

  • Not a 40-page PDF emailed on request. PDFs are fine as downloads from the newsroom; they are a poor primary surface for assistants and late-night journalists.
  • Not a vanity "As seen in" logo wall with no links, no dates, and no facts.
  • Not a substitute for earning coverage. An empty newsroom with perfect logos does not create citations. Pair with Digital PR.
  • Not Wikipedia. Do not treat the newsroom as a place to publish contested claims about market leadership. Keep it factual and checkable (Quotable claims and evidence blocks).

How Silktide helps

Silktide does not score "has a newsroom" as a dedicated check, but the ingredients are tested elsewhere:

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Press kit and newsroom | Silktide Help