how to create a press kit that secures media attention
DESCRIPTION
A popular weapon within the PR Pro arsenal, the press kit is a great way to get the word out about your company, brand, product, event, or other news angle. We break down the press kit must-haves.TRANSCRIPT
A popular weapon within the PR Pro arsenal,the ___________ is a great way to get theword out about your company, brand,product, event, or other news angle.
Press kits can differ slightly depending on theintended use; however, the ultimate purposeremains the same: create an easy andcomprehensive way for the media tounderstand your core message.
press kit
The content within your press kitshould reflect your business andits mission, as well as importantfacts and details.
Here, we break down the press kitmust-haves:
{ }BackgrounderA one to three pagedocument thatexplains the history ofyour company andtells its story.
{ }Fact SheetA one page, bulleted
list that details the
most important information, such as
company statistics and
milestones, important dates, and other facts.
{ }Biographies
Page of the key
principals’ biographies
with their head shots, such as the CEO, founders, and other executives.
{ }Press ReleaseA one to two page document written for the purpose of making a newsworthy announcement. Press releases
are typically handed to media at press conferences and
press events.
While the theme of the press release should include
your brand’s message and mission, it should be mostly
focused on the theme of the press conference or event itself.
Press kits can also be extremely useful in a
product launch. This kit should be product specific. In other words, all of the materials
should correlate with the product launch.
The materials should include a
backgrounder about the product (how it works, why it was made, etc.), a press
release announcing the launch, and a fact sheet about the product.
Overall, press kits help public relationsprofessionals provide a packet of
valuable information and facts to newsreporters. It’s always worth taking thetime and effort to make the kit ascomprehensive as possible, and
journalists writing a story about yourcompany will thank you for it!
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