From Pitch Deck to Press Kit: How Founders Can Turn Slides into Stories That Get Picked Up

You’ve spent months sweating over your pitch deck — polishing every slide, obsessing over your traction metrics, and squeezing just the right amount of hockey-stick growth into your market size graph. 

Investors? Impressed. Maybe even a term sheet or two. 

But then reality hits: your startup needs more than funding — it needs visibility. 

You scramble to send out a few cold emails to journalists, maybe even attach your beautifully designed deck... and then: crickets.

Here’s the thing — a killer investor deck does not automatically translate into a killer press kit. 

Different audiences, different game. If you want media coverage that actually gets picked up (and not buried under 1,000 unread pitches), you need to learn how to turn your pitch deck into a press kit that tells an irresistible story.

Good news: you already have 80% of what you need. You just need to know how to repurpose it the right way — and that’s exactly what we’re diving into.

Pitching Investors is not the same as Pitching the Media

You wouldn’t show up to a beach party in a three-piece suit, right? (Or if you do... respect, but questionable judgment.) 

Same principle applies here: pitching investors and pitching journalists require very different "outfits."

When you're presenting to investors, you're selling upside, metrics, and market domination. It’s a numbers-heavy, risk-mitigating dance designed to make someone believe in your future.

But when you're reaching out to the media? Journalists aren't looking to invest — they're looking for stories. 

They want something timely, surprising, and deeply human. They care less about your ARR and more about why now is the perfect time for your idea to exist, and why their readers should care.

And here’s where so many startups stumble.

They send journalists materials designed to woo investors — stuffed with financial projections, team bios, and competitor grids — and wonder why the email never gets answered.

If you can learn how to transform your startup investor deck into a press kit — reframing your wins into compelling narratives — you'll unlock powerful new PR opportunities without having to start from scratch.

Because at the end of the day, a press kit from an investor deck isn’t about rehashing the same slides — it’s about rethinking the story you’re telling, and who you’re telling it to.

Audience Shift: Investor vs. Media

When it comes to communication, audience is everything. The hard truth? The same message that dazzles a room full of VCs will absolutely bore a journalist to tears. 

Understanding the audience shift — from investor pitch to media pitch — is the key to unlocking real PR traction. Both groups are smart, skeptical, and strapped for time. But what they care about couldn’t be more different.

Let’s break it down:

Category	Investor Pitch	Media Pitch
Primary Goal	Convince them your company is a smart investment.	Convince them your story is newsworthy and human-interesting.
Key Interests	Market size, revenue potential, defensibility, team strength.	Timeliness, emotional hook, societal impact, novelty.
Tone & Style	Formal, analytical, confident but sober.	Relatable, intriguing, clear, story-driven.
Core Evidence	Financial projections, traction metrics, user growth.	Human stories, trends, cultural relevance, quotable soundbites.
Decision Timeline	Weeks to months (due diligence phase).	Hours to days (rapid editorial cycles).
Ultimate "Why"	"Will I get a return on my investment?"	"Will my readers click and care about this?"

Here’s the kicker: investors want proof you’ll win.

Journalists want proof you're worth talking about.

That's why simply forwarding your Series A deck — no matter how gorgeous — won’t land you in TechCrunch or Fast Company. You need to reshape the pitch, moving from metrics to meaning, from forecasts to feelings.

Pro tip: Next time you’re crafting a media outreach email, ask yourself:
"Would this make an interesting headline — or just another line in an analyst’s spreadsheet?"

That’s the mindset shift that makes the difference between "marked as spam" and "front page feature."

Extracting the Press Hook From Your Deck

You’re closer to a headline than you think.

Most founders believe they have to reinvent the wheel to pitch the media. Truth is, your press hook — the irresistible nugget that makes journalists bite — is probably already hiding somewhere in your pitch deck. You just have to know where (and how) to dig it out.

This is the art of startup storytelling for media: turning dry investor facts into vivid, timely narratives that editors actually want to publish.

Where to Find Your Press Hook:

• Problem Slide → Trend Story
  Instead of just stating "the problem you're solving," frame it as part of a larger cultural or economic shift.
  • Example: “Workplace burnout is skyrocketing — and we built [Startup] to fix it.”
• Traction Slide → Movement Story
  Growth numbers impress investors. For media? They hint that something bigger is happening.
  • Example: “Thousands of teachers are quitting — [Startup] just onboarded 10,000 former educators in 6 months.”
• Founders Slide → Underdog or Origin Story
  Your team's resume may bore a VC, but the right personal story can captivate a journalist.
  • Example: “Two immigrant founders turned a side hustle into a $10M ARR company — and they're just getting started.”
• Product Slide → Human Impact Story
  Investors love your features. Journalists want to know: who is better off because you exist?
  • Example: “Meet the single moms saving $5,000 a year with [Startup’s] new fintech app.”

Quick Self-Check:
When pulling your press hook from your pitch deck, ask:

Would someone share this with a friend over coffee?
If yes: you’ve found narrative gold.

If not: you may need to dig deeper — or polish the angle until it shines.

Slide-by-Slide Translation Guide: Investor Deck → Media Story

You’ve already built the bones. Now it’s time to translate them for a different audience — one that's hunting for stories, not spreadsheets.

Here’s your tactical, slide-by-slide guide to transforming your pitch deck into press-ready material:

Original Slide	Investor Focus	Media Translation	Press Hook Angle Example
Elevator Pitch	What we do, who we serve, market opportunity.	Relatable "in a sentence" mission statement.	“Making mental healthcare as easy as ordering pizza.”
Problem	Market gap, pain points, financial cost.	Frame as part of a rising social or economic trend.	“Why everyone is suddenly worried about AI loneliness.”
Solution / Product	Features, technology stack.	Emotional payoff, human impact.	“Saving small businesses $10K a year with smarter tools.”
Market Size (TAM/SAM/SOM)	Big numbers to justify investment.	Cultural or lifestyle relevance of the audience size.	“50 million Americans now freelance — here’s how we’re helping them thrive.”
Traction / Metrics	Growth charts, KPIs.	Proof of real-world momentum, movement building.	“We just crossed 1M downloads — and users are begging for more.”
Business Model	Revenue streams, CAC vs LTV.	Simpler: "How we make a difference and money."	“Helping farmers go digital — and profitable — in 90 days.”
Competitive Landscape	Differentiators, barriers to entry.	"What makes us uniquely newsworthy today."	“Unlike Big Tech, we’re solving this from the ground up.”
Go-to-Market Strategy	Growth plans, partnerships.	Story about viral growth, unusual partnerships, or unexpected success.	“How a TikTok dance challenge tripled our users overnight.”
Team	Credentials, LinkedIn-style achievements.	Personal, inspiring founder journeys.	“From foster care to fintech founder — John Doe’s journey.”
Financials	Forecasts, revenue targets.	Only highlight if it’s record-breaking or headline-worthy.	“From $0 to $5M ARR in 18 months: the rocket ride.”
Vision / Mission	Long-term goals, IPO plans.	Big emotional future: changing lives, changing industries.	“Why we believe in a greener, cleaner future — and how we’re building it.”

How to Build a Press Kit That Feels Like a Deck

The best press kits today feel like your pitch deck’s cooler, story-driven cousin.

Think of a deck-style press kit as your startup’s public-facing, media-friendly highlight reel: clean, punchy, and built for fast consumption. Journalists don't want to dig for what they need — they want to scan, grab, and write.

Here’s exactly what to include in a press kit for startups that stands out:

Press Kit Essentials (Checklist):

• One-Sentence Company Summary
  Your elevator pitch — but punchier and reader-friendly.
• Founding Story
  A short, human-centered backstory that frames your “why.”
• Problem + Solution (Framed as a Trend)
  What societal shift you're riding — not just what you're selling.
• Key Metrics (Optional, if Impressive)
  Highlight user milestones, growth stats, or adoption rates.
• Product Overview
  What it does, who it’s for, and why it matters — no jargon.
• High-Quality Logos
  Transparent PNGs in multiple sizes — don’t make them hunt.
• Founder Bios and Photos
  Short, friendly bios plus professional headshots.
• Product Images or Demo Screenshots
  Show, don’t tell: clear visuals that illustrate your product or service.
• Notable Press Mentions (if any)
  Quotes or logos of outlets that have already covered you.
• Quote Bank
  Pre-written soundbites journalists can lift directly into their stories.
• Contact Information
  Clear media contact email or PR rep — ideally with direct phone/text option.

 Pro Formatting Tips:

• Use One Link
  Host your entire press kit on a single landing page (or a Google Drive folder with clean naming). Keep it simple and mobile-friendly.
• Design for Skimming
  Use short sections, bold headers, and lots of white space. (Think "Instagram story" pacing, not "college thesis.")
• Visual Hierarchy Matters
  Make key storylines and assets immediately visible above the fold.
• Bonus: Create a Mini PDF Version
  Journalists love having a downloadable “one-sheet” version they can save for later.

The One-Two Punch Strategy: Email + Press Kit

You can have the most beautiful press kit for startups in the world and use Press Ranger to send out thousands of emails, but if your email pitch flops? Game over.

When it comes to how to pitch journalists with a press kit, think of it like a one-two punch:
Email grabs attention.
Press Kit delivers the knockout (i.e., the story ready to be picked up).

Let’s break it down so you’re ready to land both punches:

Step 1: Nail the Subject Line (Your First Impression)

Journalists get hundreds of pitches a week. Your subject line needs to scream "open me!" without sounding spammy.

Winning Subject Line Examples:

• "Meet [Startup]: Solving [Big Trend] One [Audience] at a Time"
• "New Data: [Startup] Reveals Surprising Trend in [Industry]"
• "Exclusive: How [Startup] Is Quietly Building the Next [Big Vision]"
• "This Founder Story Could Reshape [Industry] — Here’s How"

Quick Tip:
Keep it under 65 characters. Tease curiosity, not details.

Step 2: Craft the Body (Short, Sharp, Story-First)

Here’s a simple format that works:

[Greeting + Personalization]
Hi [Journalist’s Name],
(Show you know them: reference a recent article or beat.)

[1-2 Line Hook]
Open with your strongest, most human-centered angle.
"Burnout among remote workers is at an all-time high — [Startup] is helping millions reclaim their work-life balance."

[Why It’s Relevant Now]
Tie it to current trends, news cycles, or cultural conversations.

[Soft Tease of the Kit]
Instead of overwhelming them with text, invite them to view the kit.
"I’m linking our full press kit below — complete with our founding story, key data, and visuals you’re free to use."

[CTA]
End with a clear, easy call to action.
"Happy to set up a quick call or send more info if you'd like to dive deeper!"

[Link to Press Kit]
(Use a hyperlink, not an attachment — journalists hate clutter.)

[Signature]
Your name, title, direct email, phone (optional), and link to startup website.

Example Email Pitch Template:

Subject: From Burnout to Breakthrough — [Startup] Tackles Remote Work Fatigue

Hi [First Name],

Loved your recent piece on [Relevant Topic]. Given your coverage on the future of work, I thought you'd be interested in a fresh angle:
[Startup] is helping remote workers beat burnout — and our growth numbers tell a fascinating story.

Our founding story, key data points, and high-res visuals are all in our press kit here.

Would love to hear if you’re interested in learning more — happy to jump on a quick call or send additional insights if helpful.

Thanks for your time,
[Your Name]
[Your Title]
[Your Email] | [Your Website]

Why This Strategy Works

• Subject Line = Hook curiosity fast.
• Email Body = Light, story-driven, relevant.
• Press Kit Link = Journalists can instantly pull what they need — without extra back-and-forth.

Summary

If you take one thing away from this: your pitch deck isn’t just for investors anymore — it’s a goldmine for PR if you know how to work it.

By smartly repurposing what you already have, you can transform your pitch deck to press kit — and open the door to media opportunities that actually move the needle.

Here’s the quick recap:

• Investors want numbers.
• Journalists want narratives.
• You already have both — hidden inside your deck.
• A few small tweaks = a massive shift in who hears your story.

Remember: storytelling is your unfair advantage.
The good news? You don’t have to start from scratch. You’re already 80% of the way there.

About the Author

Viktor Ilijev is the founder of Viktori and BBdirector. He excels in turning pitch decks into press-ready stories.
www.viktori.co
www.bbdirector.com