A press kit (or media kit as they’re often called) is your company’s resume. It contains a collection of important information about your firm that is not only meant to familiarize potential clients and customers about your business, but also grab journalists’ and editors’ attention when you’re seeking publicity or media coverage.
“Press kits aren't just for large, high-profile businesses,” says Al Lautenslager of Entrepreneur Magazine. In AT&T’s media kit, for example, you’ll find the same things your kit will need: a corporate profile, overview and quick facts. “It should make a lasting impression and create enough interest that they will contact you for more information.”
Press Kit Contents
1. An Introduction: AllBusiness, subsidiary of Dun & Bradstreet says press kits need to include a one-page list of your company’s basic statistics and key points. This information is your customer and media’s first impression and should include the firm’s name, information about you or the founders, and contact information.
2. Company Management: One-page bio sheets on you and your senior management, chief officers, or owners will give readers a strong sense of who you are. Bio sheets should include education, basic personal information, relevant previous employment and information on your current position with the company.
3. Press Coverage: Any magazine articles, published press releases, or product reviews should be included. Previous press coverage will let editors and journalists see what other media outlets have written about. If your company has received online press mentions, copies can be printed and included, too.
4. Product and Service Information: If you’re selling a product, brochures and detailed specifications will let your potential customers know how it will suit their needs. Independent product reviews and customer testimonials are also beneficial. If your business is in the service sector (such as an accounting firm or health care provider) this is where you’d outline your specializations, and the benefits of using your services.
5. Frequently Asked Questions: When sending your press kit to the media, a FAQ sheet gives editors the opportunity to decide what questions to ask you in an interview, or what information to cover in an article.
How to Assemble a Press Kit
The overall appearance is just as important as your content. Microsoft’s Small Business Center recommends matching marketing materials to the personality of your company. For example, if yours is a high-end retail boutique specializing in designer dresses, a somber image better suited to a financial institution wouldn’t represent your business accurately. You also want your materials to look appealing and consistent, so letterhead, business cards and fact sheets need to coordinate with your existing logo and color scheme.
These five items are the foundation for your press kit. You can tailor your kit to fit your business’s needs with other optional items like business cards, photos of your staff or product, company newsletter, a promotional CD or DVD, coupons or promotional offers, and anything else you feel represents your company and capture the readers’ attention.
A press kit is your company’s first impression and one of the best ways to provide valuable, accurate information. These top five must-haves will give your potential customers a solid understanding of your company and make it easier for the media to convey your story.
Mimi Hashemi - Mimi Hashemi has more than twenty years experience in marketing, public relations, and new business development. With particular emphasis ...
