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A media kit proves essential for every business; there is NO exception on who should create one. A media kit contains information about your business or event. The point of a media kit is to catch someone’s eye and make them want to work with you. It should be a one-stop shop for all of the necessary information. Media kits can be print or digital; it depends entirely on the person and preference. I recommend always having both because most places like to have both an electronic and a physical version. Check out more about what to include.
First off What is a Press Kit?
A press kit is a page, or booklet. that makes it incredibly easy for publicists to learn about your brand but also to access imagery, for their content. Press kits give journalists all the facts and figures they need so they can focus on telling a compelling story.
By the time a journalist lands on your press kit, they are usually already writing about you and just want to make sure they get the basics correct, such as when your business started and the pricing of your product.
The exact contents of each press kit will vary based on the business and what you have available, but here are the most important assets:
Company Overview: Include a fact sheet with a bit of background information, such as when your business got started, where your offices are located and the funding history of your company. You can also include statistics that help tell your story, such as the number of customers you serve and key details showing your growth. Try to keep this fact sheet succinct and at two pages maximum. Keep in mind that your goal is to enable a journalist to quickly cut and paste information with as few errors as possible. I typically prefer a clean PDF document made in Word instead of an over-engineered infographic, as I want to be able to skim the content quickly and cut and paste complicated details such as the names of notable investors. On this overview, I also recommended adding your social handles so that the journalist can tag you when the story goes live.
Contact Details: Depending on the type of story, a journalist may want additional background information or quotes from your team. Make it easy for them to find a useable contact who can set up further interviews or dig for any requested statistics. You can include this contact information directly on your press page, as well as including it at the bottom of your company overview.
Product Information: Offer a clear and simplified description of what your product does and how it works. If you are marketing a service, include information on your packages and what’s included with each. Do a quarterly check of this information to make sure that your pricing stays up to date as your business evolves. If you only have one product, you can include this information in your company overview so that the journalist has less digging to do.
Logos: Offer a few variations of your logo including square and transparent options. Different sites have different requirements, and you want to make sure your logo looks good without any resizing needed.
Media Assets: Include high-resolution photos of your product and team that you have legal rights to use. Make sure you label each photo clearly so that journalists can find the right file. For example, “MatchingFeature” will be a lot cleaner than “Img_05782.” If you have video assets, you can upload these as well into a separate, clearly marked folder. This footage will be particularly helpful as b-roll for any journalist working on video segments featuring your brand.
Other: The other will depend on your brand. For example, you may choose to include executive bios or notable awards. Assume that a journalist won’t have time to read everything, so try to only include essential extras.
I’ve built my press kit; now what?
Make sure your press kit is easy to find on your website. Include a press kit link in your navigation bar so that journalists don’t have to dig to find it.
Your press kit won’t do the pitching for you, but it will increase the likelihood of great press clips with factual information and optimized photos of your products. Good luck!
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1. The Press Release
Your press kit's press release announces what you're publicizing. If you have a new product, the press kit helps introduce it. If your company is merging with another, the press release champions that.
You can include multiple press releases in your press kit. For example, a trade show press kit might contain a company merger press release, three new product press releases, and a press release announcing a new CEO.
However, don't include more than one press release if you can avoid it. If you're sending a press kit to an editor, you'll need just one press release. Remember, the more you include, the more work you're making people do. You want to make their job as easy as possible.
Tips for Your Pitch
2. A Brief Letter/Table of Contents
This is especially helpful for any kind of press kit that includes a lot of different, but equally important, elements. Your letter can be addressed to the media thanking them for their interest in advance, and then you can provide a summary of what's included and state why the product or service would be interesting to them. Be sure your media contact's name and contact information are correct.
3. A Brochure
PR pros use press kits to announce a new product, but you can also include your brochure. Brochures are especially helpful to explain your product or service in addition to a simple press release. It is not only a visual element but it can provide technical information in a straight-forward way. For a trade show press kit, you can include a number of brochures that give the editor/reporter a large amount of information about all the various your products/services.
4. Product Samples
If your product is small enough, and you can afford to do so, you should put a sample inside the press kit. This gives editors and reporters the chance to test the product on their own. Of course, make sure the product works before sending it to an editor. You don't want to send Wired magazine a new kind of flashlight that ignites into flames while operating.
If your product is too big and you'll be holding a demonstration at your facility, include that information so the editor/reporter can come to your location and see the product up close. Or, if your trade show booth is having a demo, that's a good way to give a lot of editors and reporters from around the country a chance to see your product in action.
If you only have a few samples, create a tiered press kit mailing. The top-tier media may only consist of five to ten outlets, but they'll be the most important.
5. Past Press Coverage
If you've received free media coverage before, you can include a sheet that details those media outlets. But don't send media coverage from a direct competitor or it won't be covered. For example, if House Beautiful ran a piece on your product don't send it to House & Garden because they'll say that it was already covered by a shelter publication. However, if your product appeared in a CNN segment, go ahead and include that press exposure.
6. Fact Sheet
This can be a great addition to a press kit because it details features, benefits, and other specific information in a way that educates the reporter or editor about your company and/or products with quick bullet points of information. Fact sheets can be used for product launches, press kits about new hires, news conferences, and other areas where you want to give the editor key facts that they may want to use word-for-word.
7. Company Backgrounder
Writing a company history page can be valuable for current and future press kits. This backgrounder details your company's beginnings and can include where your business is headed. Major accomplishments should be included as well as any accolades or awards. Also, don't forget your plans for expansion and product development. Be sure to update your backgrounder on an annual basis to include any additional accomplishments and benchmark moments.
8. Executive Bios
Whether it's a new CEO, a new PR executive, or a new member of your board of directors, this is the place to inform people about those that comprise your team.
Executive bios, along with high-resolution images, give the editor much-needed background information about the caliber of people behind the company. Some publications print a bio word-for-word, so write the bio in the third-person rather than the first-person point of view. Keep all bios to one page and include awards and accolades but no personal information other than industry affiliations.
9. Quote Sheet and FAQ
A quote sheet—containing quotations from the people in your company—is a streamlined way to give busy editors quotes they need to complete an article without forcing editors to track down a company's PR person.
This sheet can feature quotes from your executives, product developers, and even your customers (otherwise known as testimonials). One sheet of quotes can answer the most obvious questions an editor is likely to have. Just make sure each quote reads well on paper because that quote will most likely be used verbatim in print.
10. Hi-Res Images on a Flash Drive
Are images relevant to your press kit? If so, be sure they are high-resolution images stored on a handy media device like a flash drive or a CD.
You can also include high-res images on your website for the media to download. Just be sure to include the direct link to your image gallery in your press kit material.