If you are able to have your brand or business featured in a major publication (newspaper or magazine) or high-traffic website, the pay-off can be enormous. Have a think of what it would be like to have one of the largest magazines or websites in the world give you free publicity to millions of people. Not only would your sales numbers go through the roof, but the trust and credibility that would be established by being featured alongside these companies would give your brand or business a huge step-up into being a trusted and reputable company.
But what exactly can you do in order to potentially have a website or publication publish content about your brand or business? With a press kit.
What Exactly Is A Press Kit?
A Press Kit is simply a page on your website which contains information for publishers and reporters to access resources relating to your brand. It allows these people to quickly learn
about your brand and products, and access marketing material (such as photos) and contact information for them to use in their publications. However, a Press Kit is not only for reporters and publishers – every successful business will have one incorporated into their own marketing plan.
You should know though, that having a Press Kit will not guarantee your business publicity, but it will make your job so much more easier if you do create one. By doing most of the work up front, reporters and publishers will be more likely to use that information as they do not have to perform any further research – it is all in front of them. What you should do is make the link to your Press Kit easily accessible to your visitors too.
What Defines A Good Press Kit?
There are 5 essential that you must include in your press kit. These are:
Your Story – explain how you and your business came to be, and what your vision for the future is.
Company Facts – the basic information of how long you have been in business, how many customers you have served so far, where you are located, and so on.
High-Quality Logo and Images – always use professional and high-quality images for publishers and reporters to use, and if you are able to, include a link to download the original image in vector format.
Your Staff – share the story of your staff (if you have any), similar to Your Story.
Samples of Other Press Releases – if your business has received any press in the past, include some samples of it here to show people that your business is credible and worth publishing information about.
There are also some optional resources that you can include in your press kit if applicable to you or your business. These can include providing a separate email address exclusively for publications and reporters to contact you; images of any awards you have received or any recognition you may have received from the community or other business or publications; and, you may consider listing any community or volunteer work that you or your business are involved in.
You have been given the essential information of which you can use to now go and make a press kit for yourself now. If you do not currently have one, consider making one because the rewards can be well worth the time put into making one. If you do already have a Press Kit, consider reviewing it based on what we have just learnt and see if there is anything that you can do better.