Why Indie Developers Need a Press Kit
When a journalist, blogger, or YouTuber decides to cover an app, they need materials fast. They're writing under deadline pressure and don't have time to hunt for your app icon, track down your screenshots, or figure out who built the app.
If you can't hand them everything they need in 30 seconds, you lose the coverage. A press kit solves this problem.
A press kit is a single, organized collection of everything the media needs to write about your app. It makes your app look professional, saves journalists time, and dramatically increases your chances of getting covered. Yet most indie developers never create one — which means if you do, you already have an edge.
What to Include in Your Press Kit
A solid iOS app press kit doesn't need to be complicated. Here's what to include:
1. App Overview (One-Pager)
Write a concise, factual document covering:
- App name and tagline: One sentence that captures your app's core value
- What it does: Two to three sentences explaining the app's purpose and key features
- Who it's for: The target audience (e.g., "indie developers launching their first app")
- Price and availability: Free, paid, freemium — and which countries it's available in
- App Store link: The direct link to your App Store listing
- Developer name and location: Who made the app and where they're based
Avoid marketing fluff. Journalists want facts, not hype. Write like you're explaining the app to a smart friend who's never heard of it.
2. High-Resolution App Icon
Provide your app icon at 1024×1024 pixels in PNG format. This is the size Apple requires for the App Store, and it's what publications use when they feature an app.
Also include a version with a transparent background if your icon has a non-standard shape. Some publications overlay icons on colored backgrounds.
3. Screenshots and Showcase Images
Provide 5–8 high-quality screenshots in PNG format. These should be your best App Store screenshots — the ones that best communicate your app's value.
Beyond raw screenshots, include professional showcase images: screenshots displayed in device frames with caption text and a styled background. These are what bloggers actually use in articles because they look better than bare screenshots.
Tools like AppFrame let you generate polished showcase images in seconds — just search for your app and export. Having these ready to go means journalists can illustrate their article without any extra work.
4. Short Description (50 words)
Write a tight, 50-word description of your app. Publications often use this directly in app roundups. Make it punchy, specific, and free of jargon.
*Example: "Luma is a minimal habit tracker that focuses on streaks and consistency, not complexity. Built for people who've tried every habit app and given up, Luma uses a single daily check-in to build momentum that actually sticks. Free with an optional premium plan."*
5. Long Description (200–300 words)
A longer version for feature articles and blog posts. Cover the app's story, the problem it solves, how it works, and what makes it different. This is where you can be slightly more narrative and personal.
Include your inspiration for building the app if it's compelling — journalists love a good "why I built this" story.
6. Developer Biography
A short bio (100–150 words) about you. Include:
- Your background and relevant experience
- Other apps you've built (if any)
- A professional photo (headshot, at least 500×500 pixels)
- Links to your personal website and Twitter/X handle
For indie developers, your personal story is often as interesting to journalists as the app itself.
7. Key Facts and Stats
If you have numbers to share, include them. Downloads, active users, App Store ratings, media coverage — anything that establishes credibility. Even "launched two weeks ago and reached #5 in the Productivity category" is worth including.
8. Contact Information
Make it easy to reach you:
- Email: A professional email address (not a gmail if you can avoid it)
- Twitter/X: Your handle for quick communication
- Website: Your personal site or the app's landing page
Include a note that you're available for interviews and can provide additional materials on request.
How to Distribute Your Press Kit
Option 1: A Dedicated Webpage
The cleanest solution. Create a "/press" page on your app's website with all materials available for download. This looks professional and is easy to link to.
If you don't have an app website, set one up — even a simple one-page site with your press kit is better than nothing.
Option 2: Dropbox or Google Drive Folder
A shared folder with all assets organized neatly. Create subfolders for icons, screenshots, and documents. Share the link in your outreach emails.
Option 3: A ZIP File
For direct email outreach, you can attach a ZIP file with your press kit. Keep it under 10MB — use compressed PNGs and limit yourself to the most essential assets.
Making Your Press Kit Discoverable
Once your press kit exists, you need to point people toward it.
Add a "Press" link in your app's website footer. Include your press kit link in your App Store developer page. Mention it in your email signature. When you launch on Product Hunt or Hacker News, link to it in the comments.
The press kit works best when journalists can find it themselves, without you needing to send it. Many writers prefer to research apps independently rather than responding to pitches — if your press kit is findable, they can self-serve.
Common Press Kit Mistakes
Making it a marketing brochure: Press kits are for journalists, not users. Keep the tone factual and the claims verifiable. Journalists will ignore hyperbole.
Using low-resolution assets: Every image should be at least 2x the display resolution. A blurry screenshot in a publication reflects badly on your app.
Forgetting to update it: Your press kit should reflect your current app, not the version from six months ago. After major updates, refresh your screenshots and stats.
Hiding it behind a contact form: If journalists have to fill out a form to get your materials, most won't bother. Make everything publicly accessible.
The ROI of a Good Press Kit
Creating a press kit takes about half a day of work. That investment can pay off for years in the form of coverage you didn't have to chase.
When your app gets covered in a popular blog post or included in an "apps of the week" roundup, it drives downloads, improves your App Store ranking, and builds the kind of credibility that money can't easily buy.
You've already done the hard part by building the app. Spend a few hours making sure the world can discover it.