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The press kit: why you need it and how to use it

When you get the chance to have a blogger or a journalist talk about your product launch, you want to make it as easy as possible for them.

That's why you put all your logos and product pictures in a folder, make a 20MB zip file and attach it to your first outreach email. Right?

Wrong.

Do you know how annoying that is for whoever receives your email?

Some journalists are used to receiving attachments in their inbox - this doesn't mean it's a good practice. Attachments are heavy, hard to check from mobile, and can look like spam to email servers.

On the other hand, your media assets can help journalists and bloggers enrich their stories. That's why you need a press kit.

A press kit, often referred to as a media kit in business environments, is a pre-packaged set of promotional materials of a person, company, or organisation distributed to members of the media for promotional use.

Wikipedia

A press kit in real life. You could also stick to the digital version, though.

Why would I need a presskit?

Not having a press kit is a problem. If you don’t have a press kit, your company has already lost. It's lost control on the accuracy of the information you can provide to reporters to enrich their stories.

The purpose of the press kit is to provide media partners with meaningful information about you and your business. A collection of assets that answers questions and suggests story ideas.

Here are 5 easy ways to rethink your press kit and adapt it to your current branding strategy.

5 reasons to rethink your press kit today

1. Presskits aren’t just for the media anymore

Your press kit should operate like an information kit for anyone who’s interested in learning more about your company. Media contacts are not the only ones to be interested in your story. Potential customers or partners may need some of your brand assets for different reasons. And your HR team too!

2. You can show some personality

There is no official list for what should be included in a press kit. Make it easy to read, professional, short, uniform, but above all - tell your story. Don’t give too much information. Of course, you want to add every information about your business, but how many people will care about all the details? They want to see something interesting that tells a story. Your story.

3. Customisation is the key

It goes without saying, your press kit should be up-to-date at any time. But sometimes it makes sense to refresh it for special occasions. If you have a special event coming up, your press kit should be consistent. New product launches, special anniversaries, major occasions are perfect to refresh your press kit.

4. Everything in the right place

Everything should be labeled and categorised precisely. Divide your logos, product pictures and team photos, so that the page is easy to browse. Moreover, each folder can have a dedicated URL, so you can share only a part of your press kit.

5. You can’t predict everything

You never know where the next business lead will come from. That’s why a consistent media kit can show professionalism on your behalf when you can’t do it in person.

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Why a dedicated press kit page

1. Edit

Your press kit won't stay the same forever. As soon as you need to edit it, it will be easy to do it if you have everything in the same place. A dedicated page will allow you to show up-to-date information all the time. 

2. Design

A dedicated page with titles and thumbnails looks beautiful. Much more than a folder on Google Drive, for instance. In addition to that, the viewer doesn't have to download anything beforehand.

3. Share

Your press kit is always one link away - no attachments, no zip files, no additional software required. It’s just a URL and it makes everyone's life a bit easier.

What's a press kit template like

1. Icons and logos

This is Branding 101 - your logo should be easy to recognise, and your newsroom and press kit should always make it available for everyone to use.

2. Product screenshots

What's in your app? What does your software look like? What's the look&feel? Give everyone an idea, a glimpse of what to expect in your website/app/product.

3. Team pics

Transparency has a value in itself. Moreover, the faces of the people working on your product can enrich your story, and provide additional angles. Show who's behind your company!

4. Bonus

Product videos, insights and stats, company profile, funny memes; get creative and show what you stand for.

Finally, a conclusive thought by Tinyhearts' Robleh Jama about the final goal of your PR efforts:

When you’re putting together your media kits, remember that you’re not writing for yourself. You are writing for the journalist and their readers. In order to get press, you have to shift your focus from your product to what will help them. Or, at the very least, send them something that will make them smile. PR at it’s core is about relationships — nurturing and building them, thoughtfully.

Robleh Jama

Conclusion

The advantages of a dedicated page are clear. In order to reach your PR goals, you should go above and beyond to make your stakeholders happy.

This could mean you'll have to attach a 10MB zip file in your next email, but only if explicitly requested; most times, a link to the press kit page of your newsroom will be easier for everyone and will look more professional.

It's all about showing you're ready to go the extra mile.

Do PR in half the time

We started this company to scratch our own itch, as publishers. It’s now grown to a full PR toolkit with killer features we couldn’t dream of. It makes everyone’s work shorter, easier, and hell, better.

Patrick de Laive
Co-founder, The Next Web

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