The press kit: what editors look for first
An editor deciding whether to write about a hotel, a residence or a house has a few minutes and many requests. A good press kit makes the story easy to see and easy to tell.
Start with the story, not the brand
Editors write about stories: an opening, a restoration, a founder, a craft, a place that is changing. Lead the press kit with that story in one paragraph. The history and the full list of facilities can follow.
What every press kit needs
- A short release. One page, with the news in the first two sentences and the facts below.
- A fact sheet. Name, address, opening date, number of rooms or residences, rates or prices, architects and designers, contacts.
- Photographs. Twenty to thirty images in high resolution, with captions, credits and permitted uses. Include vertical images for print and social.
- People. Short biographies and portraits of the founder, the chef, the architect or the designer.
- A contact. A named person who answers quickly, in the languages of the markets you approach.
Make it easy to download
Publish a press page on the website with the kit as files behind a single link. Avoid large email attachments, and never make an editor request access.
A printed version for the right moments
For an opening or a press visit, a small printed book or folder is remembered long after the inbox is cleared. It should look like the brand, feel like its materials and contain nothing the editor cannot also find online.
The studio designs press kits, printed and digital, for hotels, residences and premium brands. See print & brand collateral.
