the short version
- An app press kit is a public page, usually at yoursite.com/press, that gives journalists, creators and newsletter writers everything they need to cover your app without emailing you.
- That means a fact sheet, a one-line and a one-paragraph description, full-resolution screenshots, your icon, a short video, a founder bio, a contact email and a way to try the app.
- Keep it on a page that doesn’t need a sign-in and lets them download everything with one click.
In this post8 sections
An app press kit is a public page, usually at yoursite.com/press, that gives journalists, creators and newsletter writers everything they need to cover your app without emailing you. That means a fact sheet, a one-line and a one-paragraph description, full-resolution screenshots, your icon, a short video, a founder bio, a contact email and a way to try the app. Keep it on a page that doesn’t need a sign-in and lets them download everything with one click.
Why a press kit matters even if you’re small
Writers covering apps are busy. When a pitch lands, they decide quickly whether covering you will be easy. If they have to ask for a logo, guess your price, or request access to a Google Drive folder, many won’t bother. A press kit takes that friction away. It also helps with AI search, because a clean fact sheet on your own domain is easy for assistants to quote accurately.
What to include
1. The fact sheet
Put it at the top, as plain text:
- App name
- One-sentence description (who it’s for, what it does)
- Price, in real terms (for example “Free, with a £4.99/month subscription”)
- Platforms and minimum OS version
- Release date, or “Launching [month year]”
- Developer or company name and city
- App Store and Google Play links
- Website
Vague pricing is one of the most common gaps. Write the actual numbers.
2. Two descriptions
Write a short version of a sentence or two for roundups, and a longer version of a few paragraphs for features. Write both so they can be pasted straight into an article.
3. Screenshots
Give raw screenshots at full resolution, without device frames, captions or marketing overlays. Writers often crop, and your store screenshots, with their headlines, don’t crop well. Fill the app with realistic demo data so nothing private shows.
4. Icon and logo
Provide your app icon at high resolution, plus your wordmark on light and dark backgrounds, as PNG files with transparency. If you show Apple’s badges or devices, follow Apple’s marketing guidelines.
5. Video
Add a short video that shows the app doing its main job. Give a plain YouTube or Vimeo link and a downloadable file, not just an embedded player.
6. Founder bio and photo
Write two or three sentences about who built it, where you’re based and why. Add a decent photo. Stories about people get written more often than stories about features.
7. Access to the app
Offer a promo code, a TestFlight link, or demo login details. Apple also supports offer codes for subscriptions, which are handy for reviewers.
8. Contact
Give a real email address that someone checks, and say how quickly you reply.
Copy-paste template
# [App name] press kit
App: [App name]
What it is: [One sentence: what it does, for whom]
Price: [Free / £X / Free with £X per month]
Platforms: [iPhone, iPad, Android, minimum OS]
Release date: [Date, or "Launching Month Year"]
Made by: [Company], [City]
App Store: [link] Google Play: [link] Website: [link]
## Short description
[One or two sentences]
## Long description
[Problem, approach, three standout features, price]
## Download everything
[One link to a zip: screenshots, icon, logos, video, founder photo]
## About the founders
[Two or three sentences]
## Try it
[Promo code / TestFlight link / demo login]
## Contact
[press@yourdomain.com], usually replies within [time]How to put it together in an afternoon
- Create /press on your site and paste in the template, even half-filled.
- Write the fact sheet. It takes about fifteen minutes and is the most useful part.
- Capture screenshots with clean demo data on the newest device size you support.
- Export the icon and logos on transparent and solid backgrounds.
- Upload the video and get a plain link.
- Zip everything and put one download link near the top.
- Link the page from your site footer and from every pitch email.
Pitching with your press kit
The press kit supports a pitch. It doesn’t replace one. Keep the email short: one line on what the app is, one on why it matters to that writer’s readers, the launch date, and the press kit link. Pitch writers who have covered similar apps, and say why you picked them.
If you’re offering an embargo, say so clearly in the subject line and the first line, and give the exact date and time with a time zone.
Common mistakes
- Attaching a big PDF instead of linking a page.
- Sharing a Drive folder that asks for access.
- Only providing framed marketing screenshots.
- No price, or “freemium” with no detail.
- A contact form instead of an email address.
FAQ
Does a small indie app need a press kit?
Yes. It takes an afternoon and makes every pitch, podcast invite and newsletter mention easier. Small apps benefit most, because writers are less likely to chase them for missing details.
Should my press kit be a PDF or a web page?
A web page. It’s linkable, searchable, easy to update and doesn’t need an attachment. You can offer a zip of the assets on the page.
What size should press screenshots be?
Use the native full resolution of a current device, with no frame or overlay. Writers can scale down but not up.
Do I need a press kit before launch?
Have it ready before you pitch anyone. If you’re offering early coverage under embargo, the kit and the app access need to work before the first email goes out.
Where should I link my press kit?
Link it in your site footer, in every pitch, in your email signature during launch month, and anywhere you list the app.
Need the assets made?
Ignura is a London launch studio of four. We make the things press kits are built from, including launch films, App Store screenshots, landing pages and UGC, and we run launch days. If you’d like help getting launch-ready, book a quick intro call.
