How to Create a Press Kit For Your Business

A press kit is a collection of photos, fact sheets, logos, videos, and other assets along with factual information about your business. It provides everything a journalist might need as essential information to write a story about your business.

As the name suggests, a press kit – sometimes called a media kit – is useful for journalists and the media. It is an essential part of PR education and a helpful aid in getting your business out to the media. But what elements make the perfect press kit make your small business the publicity it needs for success?

Format of your press file

Your media kit consists of information and today this information is mostly provided in electronic format. It could also be a printed package, but the print is a lot more exotic today.

For the online press kit:

  • Most companies provide information and links on their website for logos, videos, images, fact sheets, management bios, other press coverage, and additional items.
  • Press file links and assets are grouped on a press page, media center, or about page on the company website.
  • The web page or section is public, so visitors and journalists can find and download what they need.

Of course, you can always email the information in the form of a PowerPoint or PDF slide set, upon request. Or simply send files like your logo, product photos, and documents if prompted. Some large organizations have private press centers that require a password that is only provided after contacting a press.

For most small businesses, it is best to make your own self-service press group as possible. That is to say, download a good range of press file materials online and make them available on a public webpage or section of your website – no password required. Update your press file every six months (or earlier) to keep materials fresh.

Make information publicly available online more effective for you. Think how much time it takes to collect items individually for each media request, over and over again. Also, making information easily available on your website 24/7 is an easy way to increase the chances of your business getting media coverage. For all you know, a reporter, YouTuber, Instagrammer, or Blogger is looking for facts about your company at the moment – without ever contacting you. Make sure they can find it!

Buffer has a good example of an online media suite suitable for small businesses to emulate.

10 things you should be in your press file

Press tools need multiple ingredients to be effective. Basically, your media kit should include everything that journalists may need to cover your business. Since every story is different, this may encompass a wide range of categories. Here are some important elements of telling a strong branding story that would interest any media outlet or content maker you plan to work with.

1. Company background

Your journalism toolkit should make it easier for the media to find key information about your organization. Include your company history, mission statement, funding sources, and any other information about the company that may be relevant to potential media coverage. This is often used to fill out basic information about your company at the end of an article or feature.

2. Team bots

Your team may also be relevant to potential newspaper stories. This is especially true if any of them are planning to conduct interviews about your company or popular topics in your field. Essentially, these biographies should add credibility by presenting their qualifications and accomplishments in one small publicity. Include the executive biographies of your organization or co-founder, the board of directors, and the leadership team. You can also include contact information for media relations personnel.

3. Important press releases

You will likely send out a press release every time a new product is launched or something changes in your company. In addition to sending it directly to press members and / or to press release distribution sites, you should still include a selection of them in your press file. They can be complete documents or in PDF format. Include any press release highlighting your company’s values, goods, services, or leadership team. Pay particular attention to any media release with content that has had a major impact on your company’s trajectory. Be sure to include the email address, social media profiles, and other contact information for your PR team.

4. Product or service data sheets

There is a good chance that any media contact you send the press group to will be interested in the products or services you offer. A simple fact sheet should give them all the basic information they need to cover your offers. For example, if your company sells software, the bullet points should include the launch date, features, price, and value proposition. If your company sells a service such as market research, include how the process works and any pricing information in your fact sheet.

5. Case studies

Case studies can provide social evidence to media contacts on how your product or service can help customers. This section should explain the customer’s problem, explain how your product or service has helped, and then define the outcome. For example, a business advisor could explain how he helped clients grow their operations. Or, a lead generation service can show how potential customers increase the revenue for a specific customer. Add a handful to the respective section of your media kit to make it easy for reporters to transcribe them into a story.

6. Press coverage

Press coverage is another way to present social evidence in your PR materials. Include links, screenshots, videos, or high-resolution images that feature stories about your company. Be sure to include press releases and articles featuring your products, services, or leadership team. However, you can also include news capture examples that demonstrate how your team can provide expertise for informational stories on other topics. Following relevant public relations advice can help you increase your press coverage to fill this section.

7. Awards and achievements

Over the years, your business may have stored up some awards or honors. This provides evidence of your company‚Äôs accomplishments and can serve as valuable background information. Perhaps your product has won recognition from a consumer group, or your company may have won an award from an industry organization. Include awards’ announcements and links, along with a press release explaining each.

8. High-resolution photos and video clips

The media will likely need pictures and videos to include with stories about your business. This makes it easy for these outlets to get everything you need to differentiate your business. These media assets should include high-resolution images of your products or services, company logo, and leadership team. You can also include video interviews with team members, behind-the-scenes tours, and coverage of events you’ve hosted.

9. Contact information

Media kits should also make it easy for news outlets to cover your work. This means making it easier to communicate with questions. Include the names, addresses, and phone numbers of the public relations team. You should also include an email address and possibly even social media handles to make it easy for people to contact you online. Include a complete list in your press file. Identify which representatives should be contacted in specific cases. For example, you might have a team member to facilitate interviews with your leadership team. Another may provide information about a product or service.

10. Quotation Sheet and Frequently Asked Questions

Press files should also include quotes and answers to common questions. Quotes from executives and team members make it easy for outlets to add commentary to stories. And the FAQ section helps them avoid lengthy interviews covering the same points over and over again. For example, if you are launching a new product, your press kit might contain two or three flags about how the item improves usability for customers. Then your FAQ might contain things like: In which store or store will the product be available? What problem does not solve? How much will it cost? Think of this as a one-stop-shop for everything a press outlet might need to cover your business.

What is the difference between a press kit and a marketing toolkit?

The press kit has been designed with media members in mind. It aims to help facilitate coverage of your brand in print and online media. So all the elements have to be of news interest and relevant to the story in some way. Marketing toolkit targeting customers. So it should contain relevant information in assisting people in making purchasing decisions.

Are the press files still relevant?

Even with the changes in the media in recent years, press files still serve an important purpose. They should not all be aimed at the print media. In fact, journalism groups today are often electronic and target more online publications such as blogs. This may include things like online videos for inclusion in a news story, images optimized for online use, and social media links and profiles.

Photo: Depositphotos

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