If you are a start-up champ, broker, personal consultant, or large commercial company, you need a press kit. It’s great if you have implemented a solid marketing campaign. However, you will eventually want media coverage and you will need a press kit in order to properly connect with media.
WHAT IS A PRESS KIT?
A press kit is like a resume for your company. It simply provides an informational layout of your business. This layout can be used to best address questions of potential investors, clients, and media sources. Your press kit should reflect the spirit of the company and or your product or service as well as be engaging to your audience.
WHAT DO YOU PLACE IN A PRESS KIT?
You press kit could vary based on your audience. However, you will want to keep good samples of company materials, articles, interviews, statistics, client testimonials, philanthropic projects, etc. readily available for your press kit. Your kit for potential investors should look different than you kit for potential clients.
In order to be ready for press kit preparation, make sure that you have the following items prepared:
- Pitch Letter: Your pitch letter should be no more than a page long and it should grab the attention of your readers. The letter should outline what the press kit includes as well as include your company contact information. Make it easy for the press to find you.
- Stats & Facts: Outline your company’s story, history and mission. You should also include brief bios of founders and or chief officers. Also include success rates if applicable.
- Financial Statements: If you are meeting with potential investors, you should include quarterly financial reports, applicable analytics, and future projections.
- Product or Service Review: Briefly explain the product and or service that you provide along with features and benefits. Don’t be afraid to spice things up by adding digital media to this portion of the press kit.
- Recognition Pieces: In this area you should include interviews with media sources, articles or write ups in local and or national newspapers or magazines, press releases, online interviews, Issuu magazine articles, video of your company in action, and or media placed on YouTube.
HOW TO STAND OUT:
If you are mailing your press kit, be sure to place it in a nice folder and have the contents professionally printed. Use photos and pops of color to best connect with your target audience. If sending electronically, include media on the intro page to catch the attention of the reader. Also, remember to follow-up within a week of sending a media kit in order to ensure it’s arrival as well as answer any questions.