How to create a press kit that generates recognition

Let´s do it! In this post we are going to tell you how to create a press kit that generate recognition because this resource is at your fingertips and you may not be using it as you should. 

Let´s start from the beginning clarifying the concept from scratch. A press kit is a compilation of information, data and resources on the company with a journalistic format. 

Years ago this dossier had a physical format. It was a folder that was sent  to media and distributed among the attendees to events promoted by brands. Obviously, nowadays, those printed folders have given way to a digital and downloadable version that can be found within a corporate website or eCommerce. 

Making things easier for media is its main use. We do not only we refer to press and television. You have to understand the digital context well and realize that many blogs have a greater segmented reach than general newspapers, with all that means when it comes to generate recognition. 

When someone is writing an article about our brand or industry it is evident that he visits our website. Since not all companies have press kits, finding one transmit a clear message: we care what people say about us on media and, for this reason, we make  it easier to work. We all love saving time, don´t we? Perhaps this little effort makes us stand out from other competitor. 

In addition to this, there is a third reason for considering to include a press kit on our website. It is very beneficial for our brand image from the point that we can, if not control, manage the tone of the corporate communication. This is an advantage when keeping a homogeneity in the tone of the communication. 

Definitely yes. Do not  be insecure about, it. It is another marketing resource and there is no barrier to entry. 

Currently, press kits releases are very common within any company or eCommerce and this, directly or indirectly, will catch the interest of media. Even it is only as a matter of coherence it is a great idea to have this kind of resources available. 

Besides, by using reversible logic: If you have ever thought that only "serious" or "big" companies have a press kit, the message you are projecting on to others (having yours) is that you are one of "those" companies. 

Let's get down to work. Then we will develop a structure that works, but do not forget that it is also very important the final quality of the document. 

Pay attention to the quality of the text, veracity and data accuracy  to detail (include enough: they are very useful for media), graphics, images, layout, design... you can do it on your own with some software like Canva if you do not have a design team or want to pay to a freelance to do that. 

Dedicate an introductory section  to tell who you are as a company. This is the place for the first impression so work hard on it. 

You can talk about how the idea came up, where you come from and where you want to go. If you have any kind of manifesto or documented mission and vision of your company you should gather all here. 

Remember that media is very useful as a reference. They want to know when the company was founded, how many people work for you, or how many active customers you have, or the evolution of your sales. 

Writing an article requires a lot of information and it is not always easy to find publicly or in a reliable way. It is important to emphasize this last: If you can provide any source which supports your authority such as auditors or similar companies... all the better. 

Answers to frequently asked questions, if they really are, they also make the work easier. Be as sincere as possible,analyse what people want to know about your company or your products and create a solid document that adds value. 

We must not go crazy adding, keep with what may really be of interest from news point of view, what you would be asked or you have been asked on an interview. Give it the structure of questionnaire and include a small index if necessary to make the scanning of the text easier. 

It is always advisable always humanize the brand. The media and the users want to know who is behind a company so do not hesitate to include them in your press kit. 

Talk about you and your workers, put them names and faces.This will provide transparency as a company and project a solid image of common project formed by comitted professionals. 

If you have previous mentions in any type of media: press,radio or audiovisual, local or national, digital or not... get a selection of the most relevant and include it in this section. 

This could be a thread that the person who is going to write about you may pull out . In addition, it always provides authority and a source to go.
 

Do not forget to refer to your own press releases, at least to the most significant (releases, concrete successes,appointments or mergers). 

It may be very difficult to find quality material to illustrate an article. You cannot imagine  how welcomed is having a good pack of photos and videos. 

Always handle several resolutions, especially when working with images. Keep in mind that it is not the same an article in press that digital media, as photographs must be of high quality so that they can be printed with guarantees. 

As far as the matter of these resources, I recommend you included quite a bit: 

This has not changed since the time of physical folders. They are still sent to those potentially interesting media or who request it, so you have to have a press kit in a format and weight that suits the email. 

It is also important to think about "self service" as linked to the Internet. To be more agile, I recommend that you include it in a page within your site under the heading: "press", you can always link it in the footer of the site, at the end and all, it is something quite specific and non-transactional,  so giving it entity in the main menu is a bit excessive.