Introducing Press Kit Score - PR Quality Assessment

Creating a great press kit from scratch can be surprisingly frustrating. Whether you're an indie developer, a startup founder, or a marketing lead, you’ve probably experienced the blank-page syndrome when it comes to compiling media assets and company info.

What should you include? How do you structure it? And how do you make sure it actually helps journalists, influencers, or potential partners who visit it? Without clear guidance or benchmarks, it’s easy to end up with something that’s either incomplete, outdated, or overwhelming.

That’s why we built Pressdeck - not just to simplify the process of making press kits, but to help you make great ones. And now, we're taking it a step further with something new: the Press Kit Score.

What is Press Kit Score

PKS is designed to give you a clear, objective snapshot of how strong your press kit is, so you’re not left guessing. It’s a holistic metric that evaluates the key elements journalists, bloggers, and partners actually look for when they land on your press kit.

That includes things like the quality and clarity of your "About" section, the variety and resolution of uploaded images (logos, product shots, screenshots, etc.), the presence of up-to-date contact details, and the overall organization and usability of your kit.

Empty press kit starts a PKS 0. As you work on your press kit, PKS will increase and provide you with clear suggestions on how to improve even further.

How Press Kit Score is calculated

PKS is calculated using a weighted scoring system that evaluates your press kit across multiple categories, including content quality, asset variety, completeness, and structure.

Each section, like your About page, media assets, and contact info, is scored individually based on specific criteria, then combined into a final score out of 100.

We’ve prioritized the elements that matter most to journalists and media professionals, so your score reflects not just how much content you’ve added, but how useful and press-ready it actually is.

Examples of things that positively influence PKS

• ✅ A clear, well-written “About” section that explains who you are and what you do

• ✅ High-resolution logos in multiple aspect ratios and styles

• ✅ A variety of media assets like product screenshots, photos, and promo videos

• ✅ Direct contact information for press inquiries 

• ✅ Social media links and relevant external resources

Examples of things that negatively influence PKS

• ❌ Missing or poorly formatted About page

• ❌ Lack of media assets 

• ❌ Missing or incomplete contact information

• ❌ Unfinished press kit sections

How to use PKS to create the best press kit

Great press kits have a PKS from around 75 to 100. As you build your kit in Pressdeck, your PKS updates in real time, giving you instant feedback on what’s working and what’s missing.

Don’t worry if your score is low, it’s just a sign that there’s room to improve. Pressdeck will highlight exactly what you can do to raise your score, from uploading higher-quality images to filling out your About section or adding social links. 

Following the suggestions tied to your PKS ensures that your kit meets professional standards and gives media contacts everything they need to cover your story. It’s not just about checking boxes, it’s about building something that actually helps you get noticed.

Do I really need a PKS of 100?

Nope, not really. While a higher PKS generally means a more complete and professional press kit, not every company or product needs to tick every single box.

For example, if you're a solo founder without a team page, or if your product doesn’t require videos or a wide range of media assets, it’s perfectly fine to leave those sections out. In cases like that, a PKS 50-60 might still reflect a solid, focused kit that gets the job done.

Frequently asked questions

How is my Press Kit Score calculated?

Your Press Kit Score is calculated based on a weighted evaluation of your kit’s content, structure, and completeness. We look at key elements like your About section, media assets, contact info, and overall organization, assigning points based on their quality and presence.

What’s a “good” Press Kit Score to aim for?

A score above 70 generally indicates a strong, well-rounded press kit. While a perfect PKS 100 isn’t always necessary, the higher your score, the more likely your kit is to impress journalists and media contacts.

How often does my Press Kit Score update?

Your PKS updates automatically in real time as you add, remove, or improve content in your press kit. You’ll see your score change instantly, giving you immediate feedback as you work.

Can I see a breakdown of how to improve my score?

Yes! Hover over your score in the press kit’s dashboard to see what’s missing or could be improved.