Press kits aren’t just for large, high-profile businesses. Whatever your size or line of business, whether you are a start-up entrepreneur, a franchise, a broker or a large commercial company, you need a press kit. While many companies adopt aggressive marketing campaigns, when it comes time to address the media’s request for a press kit, also known as a media kit, many are at a loss.
Think of a media kit as a resume for your company. In it is a collection of company information and articles put together to address questions from the media, investors, potential clients and others.
The goal of the press kit is the same as all other marketing that a company does. It should grab the reader’s attention, make a lasting impression and create enough interest that they will contact you for more information.
There are many items that can go into a press or media kit, depending on the situation, the audience or the use. A media kit for potential investors is much different than a kit for potential clients. Although a press kit should be comprehensive, you shouldn’t put every piece of marketing materials you’ve ever created in it.
Only add information that is current and most relevant to your target reader. When targeting media editors, be respectful of their time.
The Key to Getting Noticed
Busy editors sort through piles of press kits each day. Getting your press kit noticed is the key to publication and action! Remember, getting attention is important not only with audiences, but also with editors. Package your materials in a unique way and make sure the materials are presented professionally.
It’s also crucial to follow up to make sure your intended recipient received your press kit. Plus, follow-up calls provide the perfect opportunity for editors to ask questions or schedule an interview. Use this opportunity to build relationships with editors–in fact, doing so will improve your chances of publication or acceptance by your intended audience. But because the distribution of media kits can get a little expensive, you’ve got to make relationship-building a part of your marketing strategy.
The best thing to do right now is to start assembling part of your press kit, based on available materials. Then, add to it as you see fit and develop new materials. You don’t want to create a press kit at the last minute for the editor, investor or potential client who requests one.
The challenge is to put it together on paper, electronically or both. There is a trend now toward online media kits. A lot of these items can be developed for online distribution; it’s just a matter of putting what you already have online or onto letterhead and fact sheets.
Typically, the media kit doesn’t have to be as fancy as people think. Those requesting media kits just want information–not necessarily glitz. See what items you already have and then work on the rest.