In today’s fast-paced digital era, where information spreads like wildfire, having a well-crafted press kit is essential for business. A press kit acts as a powerful communication tool that allows you to present your brand, story, or event in a professional and compelling manner to journalists, collaborators, and other influencers.
While a press kit is an integral component of any publicity campaign, it won’t get your company in the news on its own. Instead, a press kit aims to help a reporter or influencer– once they have decided they are interested in your brand – to create a better, more accurate and compelling story and spread your message.
What exactly is a press kit?
A press kit serves as a one-stop resource that journalists, bloggers, and influencers can access to obtain comprehensive information about your brand. It includes press releases, fact sheets, high-resolution images, and key contact information, eliminating the need for them to search for details on their own. This makes their job easier, saves them time and increases the likelihood of your brand being covered.
In addition, a well-crafted press kit showcases your professionalism and attention to detail. It helps establish your brand’s credibility by providing accurate and verified information, high-quality visuals, and testimonials or endorsements from satisfied customers or influential individuals in your industry.
Finally, a press kit ensures that your brand’s message is communicated consistently across various media channels. It allows you to control the narrative, highlighting the key aspects you want to emphasize and reduce the risk of misinterpretation. Public relations firms can help you assemble a press kit to accomplish these goals. (To learn how to find the right PR firm for your brand, check out my previous RangeMe post.)
What goes inside?
A strong press kit should contain the following elements:
Contact Information: The company name and press contact should be on every piece of paper in the press kit in case it is removed.
Stand-alone Press Release: A press kit should always include at least one timely, relevant and newsworthy announcement in the format of a press release which informs the reporter of who, what, where, when and why.
Backgrounder: A concise history of the company making the announcement. It should include key highlights about the organization to help establish its reputation.
Biographies: Information on organization officials, leaders, and spokespersons relevant to the news announcement.
Story Ideas/Quotes: This is an excellent way to plant seeds for article ideas and expand a news story written by a reporter. Have fun with this. Identify timely angles relevant to the outlet’s audience and suggest possible article routes.
Fact Sheets: A fact sheet can substitute for a press release when it includes all the “who, what, where, when, why and how” in bullet point format. If it is to accompany a press release it should provide interesting facts and figures to enhance the story.
Lists: Prices, retailers, or celebrity clients – include details you think reporters will want to know.
Photography: In addition to professional headshots for the biographies, the photos in a press kit should help tell the story. These photos should be taken professionally and in editorial format – such as straight product shots without backdrops or settings.
Include well-written press releases
Everything in the press kit should be written well and appeal to journalists, especially press releases. Here are a few tips for writing a good press release:
- Grab a reporter’s attention with the headline: summarize the news and stand out.
- Tell the story in the lead: Who, What, When, Where, Why and How.
- Give the details in the body: Everything else the reporter needs to know to complete a story.
- Close with the contact: product details, company name, spokesperson to interview, retailer, website, email address, and phone number.
While press kits provide as much information about your company as possible, it’s wise to top the kit with a pitch letter tailored specifically to the journalist or influencer you are giving it to. A pitch is an informative letter that briefly explains what’s inside and offers to provide any additional information needed.
Some companies may already have publicity reprints that they include in sales kits. Be selective when it comes to including reprints in press kits. Your goal is to convince a reporter to write about your company. Why would they do that if all their competitors have already broken the story?
In some cases, your press kit is your first impression, but it’s not what is going to get a reporter to write a story about your company. It provides the details they need once they have decided to tell your story.
Make your press kit work for you by targeting the right media, following up, and pitching great story ideas about your company promptly, understanding their lead times and deadlines.