Elements Of a Press Kit
With a press kit, companies are able to create their own resumes for media outlets to use when talking about the company. They’re also used as a way for businesses to get attention from potential wholesale consumers.
While traditionally, press kits used to be on paper that was included in a branded folder, these days companies can provide updated and relevant information digitally.
Additionally, press kits go far beyond simple textual information that fills up a page, as they can also include visual content such as photos or videos.
Although some of the press kit items listed below might not be available for brand new companies, with a little time, every company can achieve them and gather them together in a folder that can be shared with whoever needs it.
Overview of the Company
Any overview information should be up to date and introduce the company to someone that’s unfamiliar with it.
It should include information such as what the company is about, its goals, when and where it was established, its specialty, the target audience, and what makes the company different from its competitors.
Media Files
The next piece of information needed in a press kit is any video or audio files where the company is featured, such as performances, events, interviews, or anything else covered by media outlets.
If a company hasn’t received any media coverage, it can create a video that goes over the company and its culture. These videos are a great way for media outlets to see how comfortable a company’s spokesperson can be in front of a camera, and how passionate they are about their business.
Company Biography
A well-written biography about a company’s experience and history can give outlets a personal glimpse into the business.
The biography should include a few sentences about the key people at the company, its roots, and the vision for the company.
This section shouldn’t be too long and should be interesting so that it doesn’t bore readers.
Contact Information
This one might be obvious, but every press kit should include the name of whoever is handling any inquiries about the given company.
That includes the email address and phone number of the company, too, and any social media profiles that are regularly updated.
Product Samples
This is easier for companies that sell digital products or services, but it can also be useful for companies that don’t, as it’s a very effective way to communicate to readers how great a company’s solutions really are.
The samples should be cost-effective and minimal, as sending out full products to outlets can give the wrong impression to journalists.
Additionally, sending out smaller samples will be seen as the company values its product line.
The product samples themselves should reflect the full-sized products in look and feel, and it’s great to send them out to prospective customers too, aside from media outlets.
