For a moment, put yourself in the shoes of a journalist covering tech startups. You’ve just returned from a convention where you saw two promising new products showcased by rival companies. Both products have the potential to be real game-changers, but only one can be the focus of your upcoming article. The products might have been similar, but one company website includes a comprehensive press kit while the other doesn’t. Voila! Your decision is made within seconds.

A journalist will always favour a company that provides a press kit since it makes their job easier. 

In this article, we will learn what a press release kit is for, what is included in a press kit, and why it’s a good idea to have one. 

Definition of a Press Kit

Don’t you hate sitting around and waiting for people to respond to your emails? Well, so do journalists. That’s why press kits exist. They are an accessible resource that contains all of the relevant information that representatives from the media might need.

A good press kit is like a well-stocked library chronicling your company’s story. It contains write-ups about the company’s vision, mission, and journey. It also has images and videos of the company’s most important products, events, and leadership figures. 

Press Kit Vs Media Kit

Today, most public relations (PR) professionals use the terms “press kit” and “media kit” interchangeably. This wasn’t always the case. While press kits and media kits appear similar, there are some important distinctions between the two.

Scope

What is a media press kit? A press kit gives reporters the necessary information so they can cover a given topic on short notice. 

What is a press kit in marketing? Among marketers, a media kit acts as a repository for all the relevant information that anyone researching your company might need.

Purpose

Press kits are meant to spread knowledge about a particular product, event, or initiative that is being launched by a company. On the other hand, media kits are used as information banks when seeking out new collaborators and partners.

Content

The time, date, and location of certain events are paramount in a press kit. Conversely, the company biography, social media statistics, and contact details are essential elements in a media kit.

Relevance

Press kits are meant to be timely releases that coincide with company activities. In comparison, media kits have much longer shelf lives. Since they cover the company as a whole and not just one aspect, they are compiled with an eye on long-term utility. 

Since most companies now host their press materials online, the line between the two has blurred. In a rare case of solidarity between PR executives and journalists, most media professionals no longer distinguish press kits from media kits. 

As Shakespeare wrote, “A rose by any other name would smell as sweet.” For the rest of this article, we will go along with this new, expanded definition of the press/media kit.

 

Benefits of Having a Press Kit

A well-designed press kit can be a tremendous resource for your organization. Its most important function is to save time — not just for the journalists, but also for your marketing and PR teams. Apart from saving time, press kits also help your company in other ways.

Helps Define Your Brand

A company without a distinct brand identity is just another faceless corporate entity. That’s not exactly appealing to consumers or the media. The tone and design of your press kit go a long way in conveying the kind of brand identity you wish to convey. 

Enables Prompt Media Coverage

Journalists and deadlines are eternally locked in an unhappy marriage. Providing a press kit allows journalists to start working on a story without waiting for a response from your PR department. When time is of the essence, this is invaluable.

Attracts New Investors

The way a press kit offers a bird’s eye view of your company is useful for investors as well as journalists. When creating a press/media kit, include statistics and figures that highlight the company’s performance and strengths. This can be used to convince investors to back your company.

Promotes Collaboration

In a similar fashion, press kits can also help you find new partnerships. The press kit is the perfect starting point for a potential collaborator to learn everything they need to know about your company.

 

What a Press Kit Should Contain

What is in a press kit? Now that we’re aware of the many benefits of having a press kit, let’s examine what goes into making a press kit, the go-to resource for information about your company. Essential items that need to be included in every press kit are:

Company Profile

This is an expansion of the “About” section on your website. Apart from your mission statement and company boilerplate, it can also include lists of awards and notable achievements.

Fact Sheets

Including succinct fact sheets about the different aspects of your company makes it easier for readers to retain information. For example, your best-performing product could be the subject of one fact sheet, while your company’s environmental, social, and corporate governance policies could fill another.

Press Releases

Your press kit should also serve as a digital newsroom where you publish your latest press releases. An archived collection of press releases also offers a retrospective view of the milestones you’ve already achieved.

Images and Video

A picture speaks a thousand words, while video breaks the internet. Media organizations prefer high-quality images and videos that they can include in their stories.

Executive Bios

Your company leadership should be front-and-center in your press kit. This puts a human face to the organization. 

Contact Information

If your press kit has done its job, the media will take an interest in your company. Having a PR representative’s contact details will encourage them to take a deeper dive into your company’s operations.

 

Formats of a Press Kit

Unlike press releases, which follow a uniform template and are always text-based, press kits are more diverse. You’ll have to choose a format that best fits your company. Here are some of the most common types of press kits:

  • Digital: What is a digital press kit? A digital press kit stores external-facing content online. This is the best option because of its accessibility. You can offer downloadable PDFs, an online resource directory, or a combination of the two.

  • Physical: Printed folders are the traditional format for a press kit. They still have their uses, especially at in-person events.

  • Multimedia: Videos, pictures, graphs, and charts are engaging ways to share information.

 

Most Popular Mistakes

Press kits are meant to offer an in-depth look at your organization, and should be carefully crafted. Don’t make these common blunders while preparing your press kit.

  • Providing outdated information

  • Not providing enough visual resources

  • Having hard-to-navigate folders

  • Failing to convey your brand identity

  • Including information that isn’t newsworthy

 

Good Press Kits Lead To Great Media Relations

A stellar reputation and good PR start with a healthy relationship with the media. If you want your company to be regularly featured, you should invest time and effort into creating a good press kit. Browse the press kits featured on wire services like Canada Newswire to see what your peers are including in their own kits. When it comes to press kits and media outlets, the quote from the 1990’s film Field of Dreams is particularly apt: “If you build it, they will come.”