With an almost unlimited amount of information available online, one might wonder when pitching a product or service if supplying a reporter or collaborator with a press kit is still necessary or even expected.
Depending on the reporter you're pitching, or even the popularity of your brand, you may not feel the need to put in the time it takes to create a pitch pack or electronic press kit. However, having a press kit ready to go if a reporter (or even investor or advertiser) asks is only going to help tell your story, equip your reader with the most valuable images and information, and make your brand look super polished.
So, what should you include and how should you present your press kit? For starters, it's all about ease of use. We love to create a PDF that can be viewed and printed like a magazine spread, which helps editors visualize your story on paper, and an electronic version (or an EPK - electronic press kit) that includes downloads of images, press releases and more. These formats tend to work in for numerous circumstances, but feel free to get create and develop a video, microsite, and more!
Here are 10 things we recommend including in your brand or business press kit:
- Biographies: Be sure to include a detailed company biography, as well as biographies on your company('s) founder(s) and leadership team.
- Press releases: What is the news you're trying to share? Make sure that those press releases are included in your press kit.
- Fact Sheet: Fact sheets can be bulleted to help editors quickly glance at the facts, figures, history, and breakdown of your brand.
- List of products: If you have a product-based business, include photos and information about each of your products (like the example shown above). Don't forget to include costs!
- List of services: If you have a service-based business, include photos (examples work) and information about each of your services along with costs.
- Media highlights or other accolades: If your brand or business has been recognized by the press or with various awards, be sure to include highlights. These can be screen shots, links, pull-quotes, etc.
- Resources: A great way to position your company or yourself as a thought leader or expert in your field, don't be shy about listing the ways you can be a resource to a reporter. For example, if your press kit is for your yoga studio, but the owner is also a nutritionist, make sure to mention that he/she can also speak about the intersection of exercise and nutrition.
- Contact information: Include how a reporter or editor can get in touch with you or your publicist, or how an investor or buyer can get in touch with you directly. (In your PDF, also link to any downloads on your website.)
- Videos: If you have any video content, be sure to include along with your press kit. Videos can obviously help illustrate your brand story, educate, position you as an interview source, and provide content for digital media outlets.
- Hi-res photography: Embed and link to a directory of hi-res, quality photography. This includes photos of the physical business (if that exists), team members, founders, products, services, logos, etc. While it's always wonderful when a media outlet is able to send a photographer, in many cases they will ask for your photos. And if you can already show you have a selection of professional, eye catching photography, you may just be increasing your chances of landing that story.
Remember, your press kit might be the first introduction for someone to your brand. Put in the effort to make it really count. Good luck!