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If you’re considering creating a press kit as part of your marketing plan, here are some tips and examples that can help.
A press kit is a marketing tool that can be used to promote your company. It includes information about your company, services, and products.
A press kit, also known as a media kit, is a document that provides vital information about your company to journalists, ranging from basic information to brand assets (e.g., logos). The goal is to make it easy for journalists to write stories about your company, which will result in free exposure for your company. It’s simple to learn how to make a press kit: choose a template, fill in your information and materials, and distribute your media kit.
Link to your press kit every time you print and send a press release to ensure it is a valuable investment of your time. Using a distribution provider ensures that your press release is seen by thousands of journalists and media outlets, including those who are most likely to be interested in your story. Unlike some other press release distribution services, Newswire lets you add links in your news release for free, including a link to your press kit.
Template for a Press Kit
If you’re ready to give journalists a media kit that highlights your company, here’s how to do it in seven simple steps:
1. Locate and choose a design or template
Using a predesigned media kit template is the quickest and most effective approach to build a press kit. This will not only make the process much easier but also much quicker, while still ensuring that your press kit is well-designed. There are a few different places where you can get a press kit template; which one is best for your company depends on the style of your brand and your design talents.
Here are some of the most effective methods for locating a press kit template:
- Free downloads: To get started immediately and for no cost, grab our free press kit.
- Canva: Start with one of their prebuilt media kit templates to create your own press kit for free, even if you don’t have any graphic design knowledge or tools.
- Envato Elements: For $16.50 per month, get complete access to limitless business template downloadables, including professionally created press kit templates (which you can customize using other platforms like InDesign or Canva).
- Creative Market: Similar to Envato Elements, but with the ability to purchase professionally created media kit templates for $50 to $75 apiece.
Are you unsure whether or not you want to put your design abilities to use? You may also employ a graphic designer to create your company’s media kit. Even if you’re on a limited budget, you’ll be astonished at how inexpensive hiring a skilled designer on Fiverr can be.
2. Fill up the blanks with your information.
The next step is to personalize the press kit template with your company’s information once you’ve found the ideal one for your business and brand. This involves changing your contact information, your firm’s narrative, corporate data, primary goods and services, and personnel biographies in the media kit template.
Follow the steps below for complete instructions on how to modify your press kit template:
Give your contact information.
Any contact information is the most vital aspect of your press kit. Journalists who are writing a story on your company or covering it in another way may want to contact you for further information. To make it easier for journalists to reach you, provide the name of your marketing manager or the key contact for media questions, as well as your website, email address, location, and phone number.
Contact information from the press kit (screenshot)
Create a business narrative.
A business story is a quick summary of your company’s history, purpose, primary goods or services, or the product or services your press kit is designed to market. It’s also known as the “business overview,” and it should be at the top of your media kit’s home page. Create a 50- to 100-word summary that highlights the goal of the press kit.
If you’re marketing the launch of your firm, for example, you should mention the date it was founded, its locations, and its target market. Provide a general description of the items and services you provide, as well as any pertinent information about your hours of operation and any special promotions you’ll be running to promote your new company.
Screenshot of a business tale from a press kit
Make a section for company facts.
Five to ten data points regarding your organization, product, service, or event should be included in the fact section. Make facts readily available by placing them directly below the Business Story on the front of your press kit. To assist journalists in focusing on the information you want to offer, tailor facts about the objective of your press kit.
The following are some of the things you may wish to cover in your fact sheet:
- When did your business start?
- Where did your firm get its start?
- Your headquarters’ location
- The number of shops or offices
- Annual income totals
- Employees’ number
- Product type and quantity
- Number of clients serviced
- Senior management’s names
- Clients of note
- Mentions in the media
Products and services
You could include general information or specifics on a particular event, product, or service, depending on the nature of your company and the sort of media kit you’re preparing. A bakery, for example, may publish the number of doughnuts made daily, while a lawn care firm may indicate the number of yards it has maintained. If a bar is promoting a new offer or menu, the media kit may concentrate entirely on it instead of the whole company.
a screenshot of the services and products in the press kit
Bios of team members
Brief profiles of team members and, if feasible, professional pictures should be included in your press kit. Bios for your CEO, president, or founder are great additions to any press kit, but make sure they further the kit’s objective. On the back of the press kit, describe the individual’s professional background and details regarding their contributions to the firm.
If your media kit is promoting a new product line at your retail location, for example, emphasize staff members who are experts in the items or were responsible for bringing them on board. Key contacts for event information or staff responsible for arranging and setting up the event might be included in media kits designed to promote an event.
Bios from the press kit (screenshot)
3. Upload Photographs
Then, to make your press kit more aesthetically appealing and informative, include images of your goods, staff, and/or places. Professional photographs that highlight the greatest aspects of your company and the aim of your media kit should be used.
If your images are also accessible for download and publishing by the press, make a mention of it on your website’s press kit page and give a link to high-resolution versions. If you don’t have any high-quality photographs, Pexels offers free stock photos that you may use sparingly.
4. Make your company’s media assets available (e.g., Logo)
Journalists and news organizations should be allowed to download logos from online media kits. Provide numerous high-resolution variants of brand and product marketing graphics and logos (if appropriate) (e.g., JPG and PNG). Link to media assets and include photos and files on your website with branding instructions outlining how and where to use them in your digital press kit.
5. Provide a link to previous press releases
On the back of your digital press kit, provide links to previous news releases to offer journalists more context and information on your firm. Make the most of your media kit by connecting to it from your marketing and press release pages on your website. To demonstrate your company’s events and milestones, organize news releases chronologically.
Include any favorable coverage your firm has gotten from an outside news source in your press kit and on your website. Reporters will benefit from hearing how other journalists and media outlets have handled your firm’s story, and sharing this information typically reflects well on your organization and offers social evidence that your news is worthy of publication.
6. Add Features That Are Relevant to Your Business
Press kits are designed to cater to your company’s demands as well as the interests of your target audience. Include elements such as product recommendations, testimonials, and honors and accolades that are relevant to the kit’s objective. A band’s press kit, for example, should contain a discography, press coverage, and live recordings.
Here are some other items to consider include in your press kit or on your website:
- If your company has received any notable honors, dedicate a part of your press release to a list of your achievements and distinctions.
- Social media accounts: Links to your company’s social media channels may be included in both the PDF and online media kit formats. These links may be included on your press kit website if you only have a downloaded press kit.
- Customers’ or clients’ testimonials: Testimonials aren’t only good for sales; they’re also good for your media kit. Include the names and images of people who submitted the testimonials if you use them (be sure to get their permission in advance).
- Product guide: Including a product guide is a great idea for firms that manufacture or sell a unique product. Technical specs, dimensions, capabilities, and other information relevant to your target audience may be included in your product guide.
- Client list: If you run a client-focused business, you should include a client list (unless your company has policies against it). This client list might assist journalists and others understand the different sorts and sizes of companies you operate with. Always seek your client’s permission before using their name in your press kit or on your website.
- Journalists may be interested in conducting interviews with business executives or founders. Include links to an existing video, audio, or print interviews in the media kit if they exist. This provides journalists with information on past interviews and may lead to new press coverage.
- Patent list: Depending on the nature of your firm, you may hold a number of patents. Patents put you and your company ahead of the pack, and they’re a great addition to a press kit.
- Product samples: Including product samples in your media kit is a great idea. Your choices are obviously restricted if you have a physical product and a digital press kit. However, there are methods to offer reporters a taste of certain items and services. Videos may be beneficial. For certain firms, guest logins to a web app, for example, maybe an option. You may also add a form for journalists to request a sample of your product for use in their story if it’s practicable.
- If your mission statement is an important component of your company, you may include it in the press kit as a section.
- You may also include links to PDFs or electronic copies of your business newsletter, flyer, landing pages, or other marketing products in your advertising campaign.
7. Make Your Press Kit Visible
After you’ve created a press kit, you’ll want to share it with journalists so they can locate it. There are two basic methods for doing this, and they are usually used in tandem. The first step is to make your media kit available on your website. This may be accomplished by adding a “Press” page in your footer’s navigation menu and linking to your press kit from that page. The second thing you can do is include a link to your media kit in your press releases.
What is a Press Kit and How Does It Work?
A press kit’s objective is to gather critical information about your company or brand in one place for journalists and media outlets to access online. Because press kits are intended for journalists, companies usually post them on a separate press page on their website and include a link to their press kit in press releases.
In exchange, press kits provide journalists with useful information as well as brand assets (such as logos and product photographs), making it simpler for them to write a piece. This improves your company’s chances of gaining attention. The following are the things that should be included in every press kit:
- The name of your company and an email address for contact reasons should be included in your introduction. The most essential sentence in the whole press package is this one.
- Your company’s description: In a few phrases, respond to the question “What does your company do?”
- The fact sheet contains bite-sized facts that journalists and ordinary readers will find intriguing. At least five facts should be included.
- The press kit should include elements of your brand’s visual identity, such as a logo or photographs. You may put them at the top of the press kit or link to them from inside the press kit.
- Previous press releases: Media kits and press releases are inextricably linked. You are basically attracting visitors to your press kit when you issue a news release. Include links to press releases you’ve already distributed in your media kit.
Most Commonly Asked Questions
How long does a press kit take to put together?
If you already have all of the content written—bios, facts, and so on—creating a basic press kit should only take around an hour. Budget additional time for the project if you need to write everything from scratch. If you’re putting out a complex media kit with unique graphics or photos, allow yourself several days to complete the task.
What is the fastest and most straightforward approach to creating a press kit?
Starting with a template, such as our free press kit template, is the quickest and simplest method to produce a press kit. Simply fill in the blanks, save it as a PDF, and your media kit is ready to distribute.
Journalists don’t demand a work of art, but they do want rapid facts and simple access to the material presented in a visually pleasing way. If you don’t want to make your own press kit, you may hire a graphic designer on Fiverr for as low as $5 to do it for you.
What’s the best approach to get my press kit out there?
Because they are simple and cost-effective, digital press kits are the finest approach to developing and sharing corporate information. We suggest including a “Press Kit” footer link on your website, which directs visitors to an online or PDF version of the document, or a dedicated media kit page. You may also provide reporters and journalists USB discs with your media kit, and you should always include a link to your media kit in press releases.
Conclusion
The typical technique of conveying corporate information to the media is via a press kit. Reporters utilize press kits to swiftly get pertinent information, saving time and effort. To get more good and effective press coverage for your company, you’ll need to gather the correct information and share it in a readily accessible location.
