The evolution of the Internet has completely transformed the news industry, so it’s only natural that PR professionals adapt their primary channels of communication too. It was once fairly common to print hundreds of ornate, neatly packaged media kits and distribute them like candy in newsrooms across the country. This method isn’t eco-conscious, nor is it prudent for small businesses with tight budgets and limited resources. In most instances, it’s also unnecessary.
The Purpose of Press Kits
At the fundamental level, press kits provide journalists with key facts about a company’s operations, products and/or services. They use this information to research story angles and identify expert sources.
Positive media coverage – whether it’s on paper, TV or online – has the power to significantly boost a small business’ bottom line. From a consumer standpoint, the third-party endorsement tends to hold much more credibility than other promotional tactics, such as paid advertisements. Regular media coverage can drive growth, so it’s important for business owners and other decision makers to develop lasting relationships with reporters. An effective press kit can serve as the foundation for such a relationship, enhancing a company’s credibility and professionalism.
Components of Electronic Press Kits
Most media prefer electronic versions of press kits, which are commonly called “online press kits.” Individual elements of the kits should be easy to distribute via e-mail. The components are also essential parts of online newsrooms.
While there are universal elements for most media kits, such as a fact sheet and biographies, some businesses with highly technical or specialized products and services may need additional documentation to iron out complexities and jargon. The components listed here should serve as a guide:
- Company Fact Sheet – This is typically a single document that highlights core products and services, a brief history of the company and a list of top executives. If applicable, this is an appropriate place to mention specific figures that demonstrate growth or market share. The business’ primary contact information should be included in addition to a designated press contact.
- Backgrounder – A “backgrounder” builds upon the fact sheet, offering a more detailed peek into business operations, services, its customer base or turning points that shaped the mission and culture. This can include noteworthy accomplishments, challenges or perhaps an entrepreneur’s unlikely climb to the top. Specifics will vary from company to company.
- Biographies & Headshots – A biography of every employee is not necessary. Just include professional highlights of top executives and any other employee who may have regular contact with the media. Bios should include information that builds professional credibility, such as career milestones, education, awards, certifications and community service. A professional headshot should accompany each biography.
- FAQs – A frequently-asked-questions section is helpful for businesses that specialize in technical or niche trades that aren’t well known to the average person. An FAQ can also shed light on company policies or a product line. Try to anticipate a reporter’s questions, and provide appropriate answers. Since this document is targeted at the media, it may differ from FAQs for clients.
- Logos – An online press kit should include low and high-resolution images of the company logo, as well as specialized logos for products, anniversaries or partnerships.
- Product Shots– Journalists need visual elements to make their stories more engaging to readers and viewers. An online media kit should include low and high-resolution images of products that are easy to download.
- Latest News & Press Releases – Company announcements, awards, accomplishments and press releases should be categorized by date on the company Web site. A “latest news” document with headlines and summaries can be e-mailed to a reporter if requested.
To help foster consistent press coverage, small business owners and public relations professionals need to effectively package a small business for the media. An online press kit is equipped with basic facts and images that journalists need to write and produce stories.
Small businesses can learn additional methods for engaging media in Creating Newsworthy Pitches and Do’s and Don’ts for News Interviews.
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