Whether you’re just starting a business venture or already managing an established company, planning promotional content is a must. One of the ways to get your brand’s name out there is to prepare a press kit.
Press coverage is a relatively low-cost and organic way of promoting your product or service, and all you need to do is know how to make press kits and distribute them effectively.
In this post, we show you how to make a well-crafted media kit template and distribute it properly.
You can also take inspiration from some of the best examples of media kits other companies have released.
What is an electronic press kit, and why is it important?
An electronic press kit (EPK), simply known as a media kit, is a pre-packaged set of communication material aimed to promote your business. An EPK contains specific and brief business information that offers value for your audience.
Businesses generally distribute their electronic press kit to members of the media for promotional purposes. It can help you gain press coverage or receive invitations to events.
Moreover, EPKs assist your business in developing a company profile and product samples, making it easier to establish meaningful connections with your target audience.
With this in mind, it’s crucial to make sure to create a press kit that’s well-designed and clearly illustrates your company.
Here are some examples of how you can use a media kit:
- Introduce yourself as a brand new company. A press kit can help you build brand awareness and improve its visibility in the industry.
- Share information about your products. Gives your product more exposure and highlights its features to differentiate it from the competition.
- Announce an upcoming event. Make sure to also include information that brings attention to your new campaigns or product launch events.
- Welcome new employees. You may want to inform the public about new members who recently joined your business and showcases their achievements.
What to include in a press kit?
The content of a press kit depends on its niche and purpose. However, most press kits usually contain the following information:
- Company background. Conveys information about the kind of business you run and the products you offer. It generally answers the five Ws – who, what, when, where, and why – to deliver the critical information effectively.
- Management bio. Essential in evaluating the management team and distinguishing members who can act as a point person for interviews and other media engagements.
- Quotes. Includes media appearances or quote key members from the past press events. It highlights their significant roles and how they can assist the media in the best possible way.
- Fact sheets. It contains a list of products and services, highlighting the essential features.
- FAQ section. Good press releases answer the most common or expected questions people might have.
- Press release. Conveys recent and newsworthy information about events, product launches, or other business-related incidents. A proper press release must have a catchy headline and avoid any grammatical mistakes.
- Case study. Highlights customer testimonials that can attest to the value and relevance of your products or services.
- Business and industry awards. Showcases the company’s achievements, and highlights your dedication to reaching high standards for your product or service.
- Contact information. Contact details for any additional information. Assign someone reliable and reachable through various communication channels for this job.
Press kit mistakes to avoid
A clear and concise press kit enables you the chance to win valuable media coverage. This can mean free advertisement for your company
However, you must be able to send the right message to your intended audience.
For this reason, it’s best to refrain from creating a lengthy press kit. A long-winded media kit doesn’t look appealing to read, reducing its success.
Instead, keep it brief and straightforward – media journalists appreciate this sort of approach.
A good press kit should also benefit the reader and offer some value. When creating press kits, ask yourself whether it’s worth reading or not. Aim to present newsworthy content and back it up with factual and up-to-date data, statistics, and quotes.
A media kit must convey all the information required to form a positive opinion on your company.
Make sure the content aligns with its purpose. For example, unnecessary information about your whole team may seem misplaced in a press kit that aims to promote a new product.
Not only that, but a good press kit should be free of typos and grammatical errors. Sending out a sloppy media kit will not only leave a wrong impression on the readers but also damage your credibility as a reputable company.
Press kit examples
Your press kit’s components depend on the information you intend to share. Here are some well-executed media kit examples to get inspired.
The home-rental company created a dedicated web page to display its press kit. It conveys everything you need to know about the platform, such as a company profile, growth rates displayed in infographics, and a timeline.
The kit covers all significant events that affected Airbnb, such as business collaborations, special events, new employee announcements, and expansions ‒ useful for showcasing the company’s potential.
Airbnb displays this information in an organized fashion, making it easy for members of the media to scan through the page in minutes. Using large fonts and high-resolution images also help direct readers to the essential parts.
Kickstarter starts its press kit by showcasing the company profile and email address, a great way to encourage engagement with the media from the reader’s first glance.
Scrolling down, you’ll see an FAQ section, testimonials, and key people section block.
The company’s list of achievements makes an appearance at the bottom of the page.
At the same time, statistics are placed on a separate dedicated page. These two pages both aim to boost Kickstarter’s reputation as a respectable company.
Using section blocks and bright colors make it easy for readers to explore. Having images to represent key members also helps the company build a more intimate connection with readers.
Unlike Kickstarter, Uber’s press page starts with news about the company’s latest important events, displayed neatly in a slideshow.
Following that, some links redirect the readers to information about leadership, company info, and media assets.
By dividing the information into different pages, readers can easily find what they’re looking for quickly. Plus, it gives Uber more space to present detailed data without overstuffing the page.
This Oregon-based musician’s press kit begins with an interesting “about me” section and an embedded, playable album track showcasing his musical talent.
Overall, the main body resembles a blog, with each section divided by a heading. His contact details and downloadable images appear in the right sidebar for easy access.
For business inquiries, the page provides a contact form at the bottom. Well placed images help connect with the reader.
How to distribute your press kit to spark maximum interest?
Making a press kit is only half the, as you also need to distribute it to the right people and encourage them to link back to your company.
Here are several tips and tricks on how to effectively send out your press kit:
- Find relevant journalists. Narrowing down your contact list can save time. Include bloggers and influencers on your list as well, not just media journalists.
- Get the editor’s contact details. When pitching a story, you can look for your target journalist’s telephone number or email address alongside their publications or social media accounts.
- Keep your press release concise and straightforward. The best media kits are clear, concise, and brief. Many journalists get swamped with press releases, so it’s best to help them out a bit as well.
- Craft a catchy headline. Creating an enticing headline will grasp the media’s attention much more quickly.
- Follow-up on your press kit. Politely ask the editor if there’s a chance of having your story published. Maintaining good relationships is essential for future collaborations.