With all the marketing and PR noise that journalists are bombarded with day after day, you're probably looking for a way to stand out in the crowd and have your voice heard above the rest.
Creating a press kit (or media kit) is a great way to showcase your brand in a creative and compelling way, especially if you're getting ready to launch your business, a product, an event, or make some other kind of ground-breaking announcement that you want to shout from the rooftops - and be heard from everyone down below!
Press kits are a great tool for personal brands, such as bloggers, artists, entertainers, etc., as well as larger corporate entities.
While the marketing and PR landscape is constantly evolving, some things will never change. People love packages, especially when the packaging is creative and filled with useful information - and goodies - that make your kit memorable and engaging.
Press kits typically include the following:
- High-resolution photos, logos, exectives, products, etc.
- Collateral samples, such as fliers, advertisements, postcards, business cards, invitation to an event you're hosting, etc.
- Background information about the company or individual
- Fact sheet with benefits, statistics, special features
- Biographies of your key people
- Past media coverage (if any)
- Product samples
- Press release about your latest news (the reason you want the world to notice you!) - don't forget to include media contact information in case they want to follow up and interview you.
- Promotional audio/video content (on a CD or USB)
But as important as the information is, always remember editors sort through a mound of press kits all day long, so presentation matters!
When getting ready to deliver your press kit, make sure you address it to a specific person so that you can follow up and ensure they've received it, and start building a relationship from there. Press kits are not cheap, so as part of this investment, you need to ensure you maximize on nurturing each relationship with your intended recipients.
As a back-up, make sure you have an electronic version of your press kit handy on your website or email.
The creation of your press kit depends entirely on your budget and level of creativity. It doesn't have to cost an arm and a leg and be filled with fancy gadgets and gizmos. It simply needs to stand out.
The ultimate goal is to cultivate your affiliation with your audience, whether they're shareholders, the media, community influencers, and ultimately, your customers.
Have you come across any outstanding press kits? Share your comments down below!
Featured image credit: Packaging of the World
