A good press kit makes life easier for journalists; it can sometimes be the difference between press coverage and no exposure at all.
For anyone serious about maximising their business’s potential for press coverage, a press kit must be a necessary addition to their website.
A good press kit is there to make life easier for journalists. Many of the best examples contain downloadable images, graphics, data, reports, press releases, comments and some information about what your business does.
It might let journalists request interviews with those leading the company, or get in contact with the company’s PR team quickly, without having to hunt around for contact details.
The difference between press coverage & zero exposure
A good press kit can sometimes be the difference between a piece of coverage and no exposure at all. Journalists work to incredibly short deadlines, writing whatever the news agenda requires of them, and most simply do not have the time to hunt you down and ask for quotes, data and images.
If your PR team has sent a comment on your behalf to a journalist, and they visit your company website to check out your business, having a press kit adds credibility and suggests you’re a ‘media friendly’ brand.
Think about including some or all of the following in your press kit:
Contact details! How can a journalist quickly reach someone to set up an interview or get a comment for their story? This could be your external PR agency, or a personal assistant with access to the leadership team. Be sure to include phone numbers for speed.
Details of what those people can comment on as experts e.g. remote working, mobile phones, the UK property market, personal finance for millennials
Downloadable headshots of your leadership team
Downloadable whole team shots
Downloadable company logos
Any data-driven reports, press releases or press statements that you’ve issued in the past (be sure to include dates for reference, and methodology for surveys)
Recent press coverage can be included in a press kit, although many businesses prefer to keep this on a separate (client-facing) webpage