What is a Press Kit? Best Press Kit Examples for 2024
When it comes to getting coverage, PR specialists should take no chances. Since most stories require some advanced research, the easier it is for reporters to find accurate information about the business you represent, the better your PR efforts will be.
How can you increase the likelihood of journalists writing well-informed articles about your company? With a little thing called a press kit.
In this article, you will find the best press kit examples and answers from PR experts to the following questions:
Let’s dive right in.
What is a press kit?
Modern press kits come in different shapes and sizes: PDF files or folders (shared on company websites, online newsrooms, or via services like Dropbox and WeTransfer), entire web pages, and, occasionally, printed press materials.
There was some distinction between media kits and press kits back in the day. Media kits were usually seen as permanent documents that evolved over time, whereas press kits contained timely information and were rather used for events, updates, or product launches. Since both media and press kits are more likely to be found online these days, the difference between them is not as visible.
The question remains, however:
Do you need to keep all press materials in one place?
Definitely. If increasing the chances of getting coverage for your company doesn’t sound appealing enough, here are a few more benefits of keeping all your press materials in media kits listed by PR experts:
- A corporate media kit serves as a reference point for all communications about the brand, maintaining alignment on key messaging and providing critical information in a digestible manner. It doesn’t replace highly-tailored pitches to journalists but is a helpful supplement to ongoing conversations about the brand. – Erin Yamauchi, Director of Public Relations at eStreet.co
- Having a PR kit makes it easier for brands to control the narrative, keep track of placements, and know what is going out. – Arthia Nixon, Atlanta-based boutique PR firm owner
- A press kit can show the media you’re serious and organized enough not to waste people’s time. It’s as simple as that. – Audrey Rubinstein, Owner of The M E T T A Agency
Interestingly, not only journalists can find media kits helpful. Press materials that feature company facts, awards, and testimonials are a great way to build trust among clients, future employees, investors, or influencers who might want to work with your brand.
Which brings us to the next point:
What does a corporate media kit include?
Gone are the days of a one-size-fits-all mentality regarding corporate media kits. When figuring out what should go in a press kit, remember that all press materials you feature should always be specific to your company.
To get you started, here’s what usually goes in a company press kit:
- Company details. Start with the essentials: a detailed company description, brand guidelines, high-resolution images & logos. You can also include relevant numbers or fact sheets in your corporate media kit.
- Bios & headshots. These are especially important if there’s someone in particular in your company who’s suitable for interviews, expert commentary, and speaking engagements.
- A selection of press releases and examples of media coverage. Pick at least a few relevant and recent stories that got you coverage, and list all the outlets that picked up your stories before.
- Awards and recognition. Your press kit should include recent awards that position your company as an industry leader.
- Contact information. Indicate who the best person to reach out to for press inquiries is, along with their contact details. You might also want to add social media handles to your company’s press kit.
No matter what exact information you choose to include in a media kit, ensure all assets are media-ready and can be used immediately by the reporters. This should not only help you get coverage but also build better relationships with the press.
How to create a company press kit?
Now that you know what should go in a press kit, it’s time to make one. First things first:
Decide on the format of your media kit.
When designing a company press kit, you can choose from various formats: downloadable press materials in a PDF file or a slide deck, a folder with all contents uploaded online via cloud services, or a digital media kit embedded in your website that provides a more interactive experience.
Whatever format you choose, make sure that the media kit is designed to match your brand’s look and feel and can easily be shared with the media.
Speaking of: Given that press materials are supposed to make life easier for reporters, sharing them as email attachments or via services like Dropbox or WeTransfer is no longer the most user-friendly option.
An online media kit with all your assets neatly organized, easy to share, and preview is a much better choice—for the journalists and yourself. It lets you update your press materials, swap the existing files, or add new ones to your media kit whenever needed. And the best part? With modern PR tools like Prowly, you don’t need any help from your IT team to do so.
One more thing that also speaks for online media kits is search engine optimization. Search engines are the main source of information and, ultimately, traffic to your company website. If you choose to store your media kit in a PDF file or a Dropbox folder, it won’t be indexed by search engines, making it more difficult to find and take advantage of.
An organization press pack, a media unit, is a fundamental instrument for organizations expecting to draw in media consideration, construct brand mindfulness, and successfully convey their story. A very much-created press pack gives columnists, bloggers, and powerhouses all the fundamental data about an organization, making it more straightforward to expound on and advance the business. This article investigates the vital parts of an organization press unit, offers instances of compelling press packs, and gives best practices to making your own.
Key Parts of an Organization Press Unit
An extensive press pack should incorporate different components that present a total image of your organization. Here are the fundamental parts:
An extensive press pack should incorporate different components that present a total image of your organization. Here are the fundamental parts:
1. Organization Overview
About Us: A concise depiction of the organization, including its central goal, vision, and values. This part should feature what makes the organization remarkable and its core business exercises.
History: A course of events or story of the organization’s establishment, significant achievements, and development.
2. Media Contacts
– Essential Contact Information: The names, email locations, and telephone numbers of key media contacts inside the organization.
– Web-based Entertainment Links: Connects to the organization’s true virtual entertainment profiles.
3. Press Releases
– Late Announcements: Incorporate ongoing public statements that feature significant news, item dispatches, associations, and other huge updates.
4. Leader Bios
– Administration Team: Profiles of the organization’s key leaders, including their jobs, foundations, and organisational commitments. Great headshots ought to go with each bio.
5. Item Information
– Item Descriptions: Detailed data about the organization’s principal items or administrations. It can incorporate elements, advantages, and extraordinary selling focuses.
– Pictures and Videos: High-goal pictures and recordings that exhibit the used items.
6. Media Coverage
– Highlighted Articles: Connects to remarkable media inclusion the organization has gotten, including articles, meetings, and surveys.
– Grants and Recognition:** Rundown any honours or awards the organization has gotten.
7. Contextual investigations and Testimonials
– Achievement Stories: Contextual investigations that feature how the organization’s items or administrations have helped clients.
– Client Testimonials: Statements and criticism from fulfilled clients.
8. Downloadable Assets
– Logos: High-goal variants of the organization’s logo in various arrangements.
– Brand Guidelines: A record framing the legitimate utilization of the organization’s image resources.
Instances of Successful Press Packs
To all the more likely comprehend how to make a convincing press pack, we should check out certain models from notable organizations:
1. Apple Press Kit
Apple’s press unit is an incredible illustration of effortlessness and viability. It incorporates:
– Organization Overview: A brief portrayal of Apple’s main goal to make imaginative items.
– Chief Bios: Itemized profiles of the initiative group, including great pictures.
– Item Information: Thorough insights concerning Apple’s most recent items alongside high-goal pictures.
– Press Releases: Late declarations and updates from the organization.
– Media Coverage: Connects to critical articles and elements.
2. Tesla Press Kit
Tesla’s press pack gives an inside-out check-out at the organization’s central goal and items. It highlights:
– About Us: A segment that frames Tesla’s central goal to speed up the world’s progress to feasible energy.
– Chief Bios: Foundation data and photographs of key leaders, including Elon Musk.
– Item Information: Point-by-point portrayals of Tesla’s electric vehicles and energy items.
-Media Assets: High-goal pictures and recordings of Tesla items.
-Ongoing News: Public statements and connections to late media inclusion.
3. Airbnb Press Kit
Airbnb’s press unit intends to furnish columnists with all they need to expound on the organization. It incorporates:
– Organization Overview: A synopsis of Airbnb’s main goal is to make an existence where anybody can have a place anywhere.
– Chief Bios: Data about the authority group, joined by proficient photographs.
– Press Releases: The most recent news and declarations from Airbnb.
– Media Coverage: Connects to high-profile articles and elements.
– Downloadable Assets: High-goal logos, photographs of properties, and brand rules.
Best Practices for Making an Organization Press Unit
To make a powerful press unit, follow these accepted procedures:
1. Keep It Compact and Organized
– Clear Sections: Arrange the press unit into clear segments with headings, making it simple for columnists to find the needed data.
– Brevity: Keep portrayals brief and forthright. Writers frequently have restricted time, so it is important to provide concise data.
2. Give Top notch Visuals
– Proficient Photos: Incorporate high-goal pictures and expert headshots of leaders.
– **Item Images:** Give great photographs of items in various settings and utilizations.
3. Update Regularly
– Late Information: Guarantee that all data, including public statements and media inclusion, is state-of-the-art.
– Current Contacts: Keep media contact data current to work with simple correspondence with writers.
4. Make It Effectively Accessible
– Online Availability: Host the press pack on your organization’s site in a committed media segment. Give a downloadable PDF rendition.
– Easy to use Format: Guarantee the press pack is not difficult to explore, with interactive connections and a natural design.
5. Feature Key Achievements
– Achievements and Awards: Element huge organization achievements, grants, and acknowledgements noticeably.
– Case Studies: Incorporate convincing contextual analyses and tributes to exhibit the effect of your items or administrations.
6. Incorporate Extensive Contact Information
– Assigned Contacts: List PR delegates’ names and contact details of those who can answer media requests.
-Web-based Entertainment Links: Connect to the organization’s virtual entertainment profiles for extra settings and updates.
Conclusion
A very much created press pack is an important instrument for any organization hoping to draw in media consideration and fabricate its image. You can make a press unit that successfully conveys your organisation’s story by including fundamental parts, such as an organization outline, leader profiles, item data, and media resources, and following prescribed procedures. Utilize the models from fruitful organizations like Apple, Tesla, and Airbnb as motivation to plan a press pack that sticks out and addresses the issues of writers and media experts. With a thorough and open press pack, your organization will be good to go to create positive media inclusion and improve its public picture.