There are no hard rules when it comes to building your press kit, except one: It should clearly communicate your brand’s unique selling points, useful background information and essential facts.
Wait, what’s a press kit again?
Let’s start with the basics. A press kit is a collection of information – a general press release, founder bios, fact sheet, and hi-res images – that you share with the media when they ask for information about your business.
As the name implies, press kits target the media – and we all know journalists can be pretty busy people. So make sure to keep your press kit clear, succinct and informative.
OK, so what should be in a press kit?
A press kit should tell your brand story, explain your services and introduce the founders.
A few things to include:
- Company overview: Introduce your brand, what you do, why it matters, plus any interesting ‘founding story’ in a one-page overview.
- Boilerplate: A short, 100-word elevator pitch that explains what your company does in a nutshell.
- Contact details: Make sure to include the details of your ‘media contact’ for additional information or interview requests.
- Media assets: Beautiful, high-res photos (minimum 1 MB in file size or 300 DPI) of your product or business. Same goes for videos or relevant infographics, if you have them. Be sure to label images clearly and note photographer credits, as needed.
Why do I need beautiful images?
Storytelling is not all about words – and that’s never been truer than in the era of social media.
Whether a journalist is working in the print or digital sphere, most publications value images just as much as the copy – so much so that they may axe a story if the visuals aren’t up to standard.
So investing in a beautiful hi-res images – a mix of lifestyle/mood shots, product stills, and portraits – can go a long way.
Any common mistakes to avoid?
Oh yes, many. Try not to:
- Use overcomplicated language, slang or industry jargon
- Assume the media already knows your brand
- Write a five-page overview
- Include a powerpoint presentation
- Exaggerate your achievements or make false claims
- Use unreliable sources to prove your points
- Skimp on high-res images
- Forget to respond to media inquiries
Know your audience
When connecting with the media, it’s important to target the right people. Sending a press kit about a new luxury property in Bali to a journalist covering tech is not going to get you very far, nor result in any coverage.
So do your homework, and send your releases to media who actually work in your field of interest. That way, you’re not wasting any time or effort!
Need help nailing your press kit? We’re here to help. Drop us a note at firstname.lastname@example.org and let’s discuss.