So, you have started your online business. Congratulations!
It’s time to make your brand go viral.
Now, what does it mean to go viral?
It means having your business in front of millions of people.
Sounds amazing, right?
But how can you turn your startup into media-worthy news?
That's where your PR strategy steps in.
PR strategy involves all efforts a business makes to get publicity on media outlets.
Industry publications, podcasts, and social media posts can be good examples.
But exposure doesn't happen by chance.
If you think having a great product will get you the desired exposure... I hate to break it to you, it won't work.
We all know how hard everyone is trying to get an edge over their competitors.
And businesses don’t get the limelight because of their quality products and services.
So, what is the solution?
A business press kit is your answer.
Don’t worry if you haven’t heard of it earlier.
This advanced guide includes everything you need to know about business press kits.
We will also share a few PR secrets to help you fuel your PR strategy. Last but not least, we will list down the best press kit examples to help you get started.
What Is A Business Press Kit?
A business press kit is a page on your website that includes information about your company.
The idea is that anyone viewing your media kit can figure out the core facts about your brand.
Sure, they can always email you for information. But having a media kit saves their time and yours.
Better still, they can download the photos and other marketing materials they need from your site without having to email you.
Why Do You Need A Business Press Kit?
Journalists are always on the go. They receive over 100-200 pitches daily while handling different deadlines.
The last thing they want is to take screenshots from your website to cover your story.
So if you're lucky enough to find a journalist to cover your launch story, you want to make it as simple as possible for them to write about your brand.
Wouldn't it be too much to ask a journalist to dig every detail about your brand on their own?
You got that, right?
A business press kit on your site makes it easier for journalists to find everything they need.
It will be easier for them to know about your brand and find relevant images.
Having a business press kit will save them the time they can use to focus on creating an interesting story.
What Does A Business Press Kit Include?
Your business press kit is like your portfolio.
What you will include in it depends on your business and what you have available.
Here are a few nice-to-haves we'd like to recommend creating the best press kits for startups.
Your Company Overview/Brand Story
Start with the essentials. Create a business description with a bit of background information about your brand.
Provide answers to when, where, and why your business started.
Some people trust numbers. So throw in some statistics to prove your credibility.
Whatever you include in this section, remember, you’re not writing a thesis.
So, keep it succinct, fact-based, and informative.
Offer a clear description which explains your product benefits. Your goal is to let people know what your product offers and how it works.
If you offer a physical product, talk about its specifications and features.
If you're into marketing, you can highlight the packages and benefits that come with them.
Tip to consider: Do not create a separate section for product details if you offer a single product. Talk about it in the company overview so that journalists have less research to do.
Make it easy for reporters to reach out to you for press inquiries.
You can include your contact details on the main press page or at the bottom of your company overview page.
How many clients have you served? Have you worked with any famous brands?
Share case studies to show how trustable your brand is.
Your business press kit should also include a few downloadable variants of your logo.
Make it easy for journalists to create high-resolution images using your company logo.
You can also include bios of your executive heads. If you have received awards or certifications, you can have a page for that too.
If you have press releases, add them as well.
Again, it is all about what you are proud of and want to present to the media team.
But remember one thing...
The journalist checking out your press page won't have time to read everything. So less and valuable is always more.
Now that you know what goes into the business press kit, it's time to create one for your business.
How To Create A Business Press Kit That Converts
Choose A Format
You can choose from a variety of formats. For instance,
- PDF press materials
- Upload content via cloud services
- Share a digital media kit on your website
Whatever format you choose, make sure it matches the look and feel of your brand.
Organize all your marketing materials and media assets. Your media kit should be easy to preview and share - not only for reporters but for you as well.
The next step is all about describing your brand...
Describe Your Brand
Write your company overview and describe your offers in a few lines.
- When your business started
- Number of employees
- Fact sheet
- Contact information
Achievements make a considerable impact, more than anything else...
Mention milestones by starting with the latest achievements. If you skipped anything in an overview section, add that information here as well.
Your business press kit should also include media assets, such as,
- Your business logo
- Downloadable images with a transparent background
- PRs (Press Releases/Public Relations)
Business Press Kit Examples
Press kits are vital for startups. Here are some of our favorite business press kits available online.
If there is one brand that knows what it takes to provide the media with the right information, that is Uber.
They have integrated their press kit with their newsroom page. That means whosoever will visit their site will see their updates first.
Now, that’s a smart move.
Why? Because anyone visiting the Uber website will get to know about the brand first before anything else.
Fast company is a popular media brand with a focus on innovation and creativity.
This brand has its media kit in PDF format. But it is one of the best online business press kits we have seen to date.
Pure Cycle is another brand with a robust media kit.
What they have done is pretty interesting too.
Their press kit includes media snippets showcasing famous publications featuring their products.
Kickstarter has a long-form media kit. Each section is eye-catching and organized.
The brand has recognized that they will have all kinds of visitors on their media page.
Besides the "The Basics" section, you can also find testimonials. All in all, Kickstarter's press kit is a perfect mix of information and social proof.
OptinMonster's press kit is our favorite for two reasons.
First, it has a simple layout. Second, it has everything publications might need to cover their story.
Journalists can find the basic information on a webpage.
Their press kit also includes information about their staff and a few press releases.
The best part?
The site allows reporters to track statistics in real-time.
If you want to see press kits in action, have a look at the Dropbox media kit.
They have used Dropbox to save their press kit. That means journalists can enjoy a live display of the benefits Dropbox offers.
3 PR Secrets Every Business Needs To Know...
1. Create An Interesting Brand Story
Crafting a great story isn't easy.
But our first PR secret will make it easier for you.
Your brand story should revolve around the 3 Ps of PR storytelling.
- Product: Define what you offer. What sets your products apart from others?
- Purpose: Why have you created your business? What problems does it solve?
- Passion: Shape your story by giving real-life examples.
2. Think Like A Journalist
If you want to attract journalists, you have to think like them. Nothing can stop you from achieving your PR targets when you keep these three things in mind:
- New information
3. Invest In Relationships
The golden rule of PR is, to make friends before you need them. So, use relationship marketing to reach out to publications and famous journalists.
Join relevant groups and stay active on social forums and media networks.
We know that's a lot to take in. But it only pays off when you deserve it.
So... Are You Ready For It?
Having a business press page makes your brand look more credible. Also, it will make it super easy for journalists and media persons to write about your journey.
Are you ready to create your own media kit? Make sure it includes everything anyone would need to tell your brand story.
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