HubSpot 2024: 65% Miss Press Kit Earned Media

Only 35% of businesses surveyed by HubSpot in 2024 reported having a readily available press kit on their website, a surprising statistic given the undisputed value of earned media. This oversight means a majority of organizations are missing important opportunities to shape their narrative and secure valuable media coverage, leaving journalists and content creators to piece together information on their own. A well-constructed press kit, or media toolkit, is not merely a collection of documents. It’s your organization’s curated story, designed to facilitate positive earned media and control your public perception. Are businesses truly underestimating the power of a proactive approach to media relations?

Only 35% of Businesses Have a Press Kit: The Cost of Inaccessibility

The statistic from HubSpot’s 2024 State of Media Relations report, revealing that just over a third of businesses maintain an accessible press kit, is more than a data point. It’s a flashing red light for marketing professionals. This isn’t about mere convenience. It speaks to a fundamental misunderstanding of how modern media operates. Journalists, bloggers, and content creators are under constant pressure to produce timely, accurate, and engaging content. When they can’t quickly find the essential information about your company, product, or service, they move on. It’s that simple. We’ve observed this dynamic repeatedly in our campaigns. A journalist working on a tight deadline will not spend an hour digging through your entire website for a logo or an executive bio. They will find a competitor who has made it easy. The absence of a press kit means you’re not just losing a potential article. You’re losing control of your story to whoever decides to write it, often with incomplete or inaccurate information. This is particularly true for smaller businesses and startups who rely heavily on organic reach and positive press to build credibility. Providing a complete, easy-to-navigate resource is the bare minimum for serious media engagement. It’s a foundational element of any effective public relations strategy, yet so many neglect it.

The 90-Second Rule: Why an Executive Summary is Non-Negotiable

Journalists spend an average of 90 seconds reviewing a pitch before deciding whether to pursue it further, according to a 2023 study by Cision. This tight window shows the absolute necessity of a compelling executive summary within your press kit. Your summary isn’t just a paragraph. It’s the gateway to your entire story, and it needs to be an immediate hook. I’ve seen countless press kits that start with verbose company histories or mission statements that read like internal HR documents. That’s a mistake. The executive summary must answer two critical questions instantly: “What is this company/product?” and “Why should my audience care?” It needs to be concise, benefit-driven, and highlight your unique selling proposition. Think about a reporter scanning dozens of emails a day. They need to grasp the core value proposition and potential news angle within seconds. If your summary is vague, overly technical, or lacks a clear narrative, your entire kit might as well not exist. This is where many organizations falter, prioritizing exhaustive detail over immediate impact. The best summaries are often no more than two to three paragraphs, using strong action verbs and quantifiable achievements where possible. Consider including a brief mention of recent milestones or significant industry recognition to further pique interest. This isn’t about dumbing down your message. It’s about sharpening it for maximum effect in a high-speed media environment.

Visual Assets Drive 80% More Engagement

Content with relevant images gets 94% more views than content without, a figure that translates directly to the efficacy of your press kit’s visual components. Specifically, high-resolution, professionally shot visual assets, such as product photography, executive headshots, and brand logos, are downloaded 80% more often than low-quality or generic alternatives. This isn’t merely anecdotal. It’s a consistent trend across all media platforms. In 2026, visual storytelling dominates. A journalist writing an article about your new software needs clean, appealing screenshots. A blogger reviewing your product requires high-quality lifestyle images. A news outlet covering your company’s expansion needs crisp photos of your leadership team or facilities. Providing these assets in various formats (e.g., .JPG, .PNG, .EPS for logos) and resolutions (web-ready and print-ready) removes a significant barrier for media professionals. We frequently advise clients to invest in professional photography and videography for their press kits. A grainy smartphone photo of your CEO will not be used by a reputable publication. Worse, it reflects poorly on your brand’s professionalism. This isn’t an area to cut corners. Your visual assets are often the first impression a media outlet has of your brand, and they dictate the visual narrative surrounding your story. Ensure they are easily downloadable, clearly labeled, and reflect your brand’s aesthetic consistently. This includes providing usage guidelines for logos and brand colors to maintain brand integrity across all media mentions.

Direct Media Contacts Reduce Response Times by 48 Hours

A recent survey of journalists by Muck Rack indicated that having direct contact information for media relations within a press kit reduces their average response time from companies by approximately 48 hours. This might seem like a small detail, but in the fast-paced world of news, two days can be the difference between securing a prime placement and missing a news cycle entirely. Many press kits include a generic “info@” email address or a general contact form, which creates unnecessary friction. Journalists need immediate access to someone who can answer specific questions, arrange interviews, or provide additional resources. Your press kit should feature the name, title, direct email, and phone number of your primary media contact. For larger organizations, consider listing contacts for different departments or product lines if appropriate. This level of transparency and accessibility signals professionalism and a willingness to engage. I’ve personally experienced the frustration of chasing down a contact for a story, only to find the information buried or non-existent. When a reporter has a direct line, it simplifies their workflow and increases the likelihood they will cover your story. This also means your designated media contact must be responsive. A direct line is only effective if someone is on the other end, prepared to assist promptly. It’s a commitment to supporting the media’s needs, which in the end benefits your brand.

The Myth of “Set It and Forget It”

Many businesses treat their press kit as a one-time project, creating it and then rarely, if ever, updating it. This “set it and forget it” mentality is a critical flaw. The conventional wisdom might suggest that once it’s built, it’s done, but that’s demonstrably false. A press kit needs to be a living document, evolving with your company. A 2025 analysis of outdated press kits by PR Newswire found that nearly 60% contained information that was at least 12 months old, including outdated statistics, product features, and executive biographies. This is a significant problem. Imagine a journalist citing old revenue figures or mentioning a product that has been discontinued. It damages your credibility and can lead to inaccurate reporting. I strongly disagree with the notion that a press kit is static. It requires regular review and updates, ideally on a quarterly basis, or whenever significant company news breaks. This means refreshing executive bios when there are leadership changes, updating product specifications as new versions launch, adding recent awards or milestones, and ensuring all statistics reflect the current year. Your press kit should always be a reflection of your most current and compelling story. Neglecting these updates is akin to sending out old marketing collateral. It’s unprofessional and undermines your media relations efforts. A dynamic press kit demonstrates that your company is active, growing, and attentive to detail, all qualities that resonate positively with media professionals.

The data consistently shows that a well-maintained, easily accessible press kit is not merely a nice-to-have but a fundamental requirement for effective earned media strategy in 2026. By prioritizing accessibility, conciseness, visual quality, and responsiveness, organizations can significantly improve their chances of securing positive media coverage and controlling their brand narrative.