With everyone looking to the digital world these days, the time of having a physical press kit has almost been rendered insignificant. In the past, press kits were a folder or packet of information that companies or their PR representatives would hand out to media outlets. Nowadays, most companies are creating digital press kits or EPKs to access all the information they need about a company on their corporate website.
In this article, we will look at:
1) The main components of a press kit
2) How to create an effective digital press kit
Main components of a press kit
A well-crafted press kit is an essential part of any PR campaign because it gives reporters and media outlets an easy way to receive information about your company. It is a quick and easy way to understand the company, its products, and its value propositions. In fact, companies that develop a press kit have a very high percentage of success with media outreach because they’ve provided all the important background information. Not only does a press kit improve the likelihood that the media outlet will write about the company, but it also assures factual accuracy when it comes to the information being written.
Press kits are not just for media relations. In addition to sharing them with the media, PR specialists and brands alike share press kits with prospective clients, advertisers, investment analysts, and investors. At the end of the day, anyone who’s interested in your company would be happy to see your press kit.
While press kits can differ depending on the company, their target audience, and their purpose, the key components stay the same.
1) Company overview
This snippet of information should explain what the company does, the products/services they offer, and why they are different from the companies that already exist. The overview should include a history of the company and its story and mission. In the company overview, you should try and avoid using industry jargon or phrases that only people in the industry will understand. Press kits are sent out for potential clients/investors to better understand, not confuse them with words they may not understand.
2) About us
Your “about us” section is different from the “company overview” section. The “about us” section should include details about what drives you, as well as the team behind the brand. While talking about the team, it’s important to highlight each member of your team and explain what makes them unique as well as the specific value they add to your team.
An “about us” section is effective specifically because it puts a face behind your brand, essentially humanizing your company. By humanizing your company, you generate a sense of connection with your target audience, thus ensuring you remain top of mind.
3) The fact sheet
This can be included as part of the company overview. The fact sheet is a list of the company’s most essential information, whether it is key statistics, achievements, and important dates in the company’s history.
4) Previous press coverage
One or two newsworthy announcements about your company can give journalists who are considering writing about you a push in the right direction. After all, previous press coverage gives you social proof, proving to media outlets that you are – in fact – worth writing about. This information shows that the company has already received media coverage and thus is a valuable source of information. Ultimately, including details about previous press coverage gives media outlets an incentive to publish something about you in the present.
5) Product/service descriptions
Regardless of whether a company plans to provide products or services, providing a description in a simple and concise manner allows industry outsiders to better understand the company’s purpose and intentions.
6) Multimedia elements
By providing photos, videos, or any other visual elements in a press kit will attract people because most are visual learners. You can also create elements that provide a better understanding of the company, such as the milestones you’ve achieved.
7) Contact information
Without adding contact information, there is no point in creating a press kit. Since a press kit is designed to be a one-stop shop for media outlets and journalists seeking more information, you need to provide more than one way in which you can be contacted with any queries. Your contact information should include all phone numbers and email addresses of your company’s media contacts.
8) Testimonials or reviews
Adding customer testimonials or product reviews can be very powerful because it helps legitimize the business. It shows that existing customers approve of the products/services provided, and media outlets are more willing to write about them.
9) Social media links
Finally, it’s also important to tell your audience where else they can find you, aside from your website. For this reason, you should also include links to all your social media platforms.
How to create an effective digital press kit
By including the elements listed above, you can create a very effective press kit. Taking the time to actually assemble the components proves to media outlets that companies are serious about getting media coverage. It takes a lot of thought to create quality press kits. But those are the ones that prove to be the most effective.
However, one of the main struggles many companies face is the inability to create effective press kits even after they have compiled the required information. That is where public relations agencies like Pressfarm come in. Pressfarm is backed by a team of PR professionals, expert writers and certified designers who can help you create a memorable press kit for your brand.
Pressfarm’s PR professionals and experts use their expertise to design eye-catching professional press kits, among other things. They have designed and developed different press kits for thousands of brands across different industries. Thanks to this experience, the experts at Pressfarm have learned what works and what does not. As a result, this team of PR professionals can also advise you on the best way to create quality content that helps you achieve great results.
Beyond producing quality content for an outstanding PR campaign. The Pressfarm team also helps companies to put this content in front of their target audiences. By submitting your brand to respected media outlets and startup directories, they can boost your online visibility and ensure that you feature in relevant search results across different search engines. Additionally, with custom media lists and a media database of over 1 million journalists across industries, you can connect with the best journalists in your niche even after Pressfarm has wrapped up your PR campaign.
Conclusion
Press kits are an essential part of any company’s PR campaign. In order for your press kit to be effective, you need to put in the time and effort required to compile the appropriate information. With the help of a PR agency, you can also discover top tips for creating a professional press kit. Even better, you can hand over the creation of your press kit to this agency. This way, you can avoid the stress of pulling the content together and focus on the other aspects of running a successful business.