Companies looking to stand out and provide key pieces of information to media, investors, press releases are spending quality time on content creation for a press kit. Imagine being able to send one link that has every piece of valuable information anyone needs to know about a company in seconds.
WHAT IS A PRESS KIT?
A powerful press or media kit will package every important piece of information about a company on one page. This may include an overview of the company, milestones achieved, press releases with specific highlights and traffic, key features, back stories, audience, resources, media assets (logos, team photo, product or service photo), founders bio and any other key pieces of information to focus on. Although this page may take some time to create, it will be beneficial throughout a company’s history.
The return on investment is far greater than the time it takes to achieve a beautiful press kit. The best press kits allow others to understand a product or service within minutes and have access to images, logos and content to write about the company easily.
WHAT SHOULD BE IN A PRESS KIT – 9 STEPS
A well-rounded press kit will have the majority of these nine steps:
Introduction of the Company- A quick pitch or summary of the company. This can include a mission statement along with contact information such as address, email, phone number, company size, etc.
About- Additional details about the company that are important to highlight. For example: Why is this product or service the best out there? What is unique? How did the go to market strategy help the company succeed? Various business aspects that helped or are helping the company succeed.
Key Features– Features that were not covered in the about section that are important to highlight. These are the key features that make the product/service unique and the best on the market.
Founding Background/ Executive Bios – the background can include how the company was founded and the steps that help evolve the company be who they are today. Executive Bios– Include a bio about the founder and if pertinent, any executive members that are important to mention. This will give the reader a good understanding of the company structure and strength. Smaller companies may include the founder bio only and provide details on growth plans and opportunities if available.
Milestones & Achievements– List press releases, announcements, historical milestones, rankings, awards or certificates obtained (for ex: Listed100 in fortune 500).
Traffic/Audience– Who is the target market? The demographics and traffic based on those demographics. Unique visitors, traffic sources, average page views and subscribers. If you are new and do not have high numbers, you can pick different areas to highlight such as a piece of information or blog that provided high growth.
Resources / Assets –Include marketing material, logos and images that represent the company. There should only be a few in this section so the person utilizing the information is not overwhelmed with choices.
Testimonials/ Reviews- People love seeing testimonials or reviews because it shows them other people think highly about the product or service as well. It is easy to make a company appear successful, whereas testimonials or reviews can verify that.
Call to action- Including a call to action doesn’t have to be a sales pitch. It can be more of a friendly reminder: “if you need anything else, please contact us.” So that the communication is open and available if needed.
HOW TO WRITE A PRESS KIT
Writing each step in a press kit should take a great amount of time and go through rounds of corrections with multiple eyes on it. Read it out loud, put it aside for a day or two and read it again. Include catchy high-quality images that represent the company, so it appeals to the right audience. If design skills are not present, have a graphic designer add various fonts or graphics that will make the press kit pop.
Once edits are complete, convert the press kit to an adobe pdf and add a link on the company site so that it is easy to access at any time. There should be an entire page dedicated to the press kit along with a downloadable pdf link.
START A PRESS KIT TODAY
Simply writing a press kit will not guarantee success, but a good press kit will make it easier to spotlight a company and provide information quickly. It is a great way to organize important facts and understand areas of opportunity along the way. Start a press kit immediately and as the company forms, grows and changes, adjust along the way.
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