If you want to promote your business or brand, I suggest you use a media press kit, which can be valuable to your marketing supply. A good press kit can help you convey your message to journalists, bloggers, and other media outlets concisely and professionally. I will take you through creating a good media press kit in this article. I’ll also provide an example of a press kit and a template you can use as a starting point. Whether you’re launching a new product, announcing a major milestone, or simply looking to get more media coverage, a well-designed press kit can help you get the attention you deserve. So, let’s get started!
Key Points
- A press kit is a webpage or document that provides information about a business or organization.
- Press kits are used to establish relationships with the media and earn media coverage.
- Press kits should include a company overview, product or service information, key personnel bios, press releases, and contact information.
- High-quality photos and videos should be included in press kits.
- Creating a press kit requires determining the goal, providing contact information, and creating a business story.
What is a Press Kit?
There was a time when I struggled to get my brand in the news. Despite my best efforts, I couldn’t capture the attention of journalists and bloggers in my industry. Feeling discouraged, I decided to do some research to figure out how I could improve my chances of getting press coverage. That’s when I stumbled upon the concept of a press kit.
A press kit is a webpage on your website that provides information about your business, which is helpful for journalists who are interested in learning more. Digital press kits are more convenient, but you can convert them to a PDF or send a link to your press kit. Doing so lets you establish relationships with the media by providing relevant news stories that might interest their readers. Thanks to the press kit, I was able to build relationships with the media and expand my brand’s reach, all from a simple webpage on my website.
A press kit is essential for any business because it helps build relationships with key journalists in your industry, making it easier to earn media coverage. It’s also important to keep your press kit readily available online so that journalists can access it whenever they want to write a story about your business or its products and services. Press kits can vary from company to company, but most use various tools to help journalists quickly find the information they need for their stories without contacting the company directly.
Example of a Press Kit
Let me introduce some examples of the press kits that helped during my research. These examples of press kits will help you understand the original designs and information you can include:
#1. Nike
Nike is a great example of a press kit from one of the top brands in the world. Their press kit is straightforward and contains everything a journalist might want. Here are some resources: press releases, statements from important personnel, investor reports, information about policies and initiatives, and downloadable media assets. that journalists can use in their stories.
#2. ChargePoint
ChargePoint is a new company that makes and installs electric vehicle (EV) charging stations for residential and commercial use. Their press kit includes everything journalists and investors need to know, such as leadership information, press coverage and releases, digital assets like images, videos, and logos, and contact information for journalists and investors.
#3. Novocure
Novocure specializes in using technology to treat tumors and cancer. Its press kit is simple and includes links to a media gallery, more information about its therapy, presentations for investors, and its annual report.
Press Kit Template
A press kit template is a document that contains all the necessary information about a company or organization. It usually includes a company overview, product or service information, key personnel bios, press releases, and contact information. The purpose of a P.K. is to provide the press with the information they need to write accurate and informative stories about the company or organization. A well-crafted (P.K.) can help generate positive media coverage and increase awareness of the company or organization.
Credit: Smartsheet
What Is Included in a Press Kit?
Several crucial pieces should be included in a press kit, such as:
- Story: Your press kit should include the story of your company’s existence. You may want to explain the problem that led you to create your solution or whether a specific mission was in mind when the company was founded.
- Facts and statistics: It’s essential to include facts and statistics that the media can refer to when covering your company. You should include the number of customers you serve, the years you have been in business, and where your products are manufactured.
- High-resolution images and videos: Your P.K. must include high-quality photos and viP.K.s that the media can download and use. You may also include a high-quality version of your logo. Providing high-resolution photos gives you greater control over your brand image and how your business is perceived.
Credit: Freepik
How Can I Make a Press Kit?
Creating an effective press kit requires a few important steps, which are outlined below:
- Determine the goal of the press kit: This will determine what information and images to include. Press kits are typically used to introduce a new product or service, promote an event, or launch a new business.
- Contact information: Include the name, email address, phone number, location, and company website of the primary contact who can answer any questions from the media.
- Create a business story: Describe the business’s history, mission, and the product, service, or event it promotes. Keep it short, between 50 and 100 words, and tailored to the purpose of the P.K.
- Compile company facts: List five to ten relevant facts about the company, event, product, or service. Include information such as the date the business was founded, the number of employees and customers, annual revenue, notable customers, and interesting facts.
- Gather photos: Gather high-quality images of products, past events, employees or locations. Indicate whether photos are available for publication and include links to downloadable, high-resolution images.
- Provide logos: Provide high-resolution logos and branding guidelines for how and where journalists can use them.
- Create team bios: This should include brief bios and headshots for each team member, particularly the CEO and founder. For events, include bios and headshots of key employees.
- Link to other press releases: Include links to relevant past press releases and media mentions from outside news sources.
- Consider additional information: To enhance and add value to the P.K., add customer testimonials, awards, interviews, and links to social media accounts.
Checklist on How you can Create your Press Kit
Is a Press Kit Important?
A press kit is a set of materials that provides media sources with easy access to accurate information, images, and videos about your company. It is an effective way to maintain control over the materials that represent your brand, ensuring that any facts and statistics used by the media are correct and that the images are high quality. Using a P.K. your company can increase its chances of being represented accurately in the media.
A press kit makes it easy for media sources to access accurate information, images, and videos about your company. It also allows your company to have greater control over the materials used to represent your brand, ensuring any facts and statistics used by the media are accurate and that the images are of high quality.
What Is a Press Release and Press Kit?
Credit:Freepik
Press kits aim to achieve the same goal as press releases, which is to generate publicity for a company or client. However, press kits provide more comprehensive information and are usually utilized for major events or stories requiring additional details beyond a typical press release.
What Is the Difference Between a Media Kit and a Press Kit?
If you seek to establish yourself or your lifestyle brand as an influencer, you have probably heard of the term “media kit.” A media kit assists a potential advertising partner in determining whether you are a suitable fit for their brand as they consider sponsoring posts on Instagram, your podcast, or other social media platforms. Typically, advertising packages with influencers contain a combination of all three options.
In Your Media Kit, You Should Provide the Following Information:
- A brief background about yourself. This can be a professional bio of no more than 100 words or a condensed version of your story.
- Social media numbers. Choose the platforms that you intend to use for advertising only. For instance, if you do not plan to use LinkedIn for branded partnerships, do not include your LinkedIn numbers.
- Topics. Include a few topics you are an expert in or would like to collaborate on. This is an opportunity to demonstrate how well-versed you are in the brand by customizing specific topics that you believe would make excellent content.
- Case studies of past partnerships. One common omission in media kits is a lack of social proof for past alliances. You do not need to go into great detail here. Include the name of the partner, a picture of a branded post, and a few engagement numbers. Use other engagement metrics from your social media profiles or testimonials as a placeholder if you have never worked with a partner.
A press kit is a one-stop shop that provides a media producer, such as a podcast host, producer, journalist, or editor, with all the information they need from you to produce a piece of content. When we work with retainer clients, we create a Google Document P.K. for each one. These press kits are not elaborate because the goal is not to attract someone to their brand or message as they have already secured the job.
In Your Press Kit, You Should Include the Following:
- A short bio.
- A long bio.
- Links to your social media profiles.
- Links to essential resources, such as your website, podcast, or freebies.
- Contact information, such as your phone number, Skype username, and mailing address.
- A link to approved photo options. We prefer to use Dropbox here to swap out photos whenever necessary.
Related Post
Social Media Etiquette: Best Practices
HOW TO REPORT A BLACKMAIL: All You Need To Know
References
