How to Create a Press Kit for 2022: Media Outreach Strategies

Public relations experts say that creating a press kit for your business is as essential as creating a website. Both items are important marketing tools that communicate the value of your products or services to your target markets. Media savvy entrepreneurs should create a press kit that’s one-stop shopping for busy journalists, potential investors, important prospective customers or others you’d like to introduce to your company.

Don’t shrug off old strategies

Despite the wide appeal of social media, the power of old-school media outlets has not diminished. Regardless of the number of likes and followers that your business has, the mention of your company’s name in the business section of a legitimate publication carries weight. The press kit remains a must-have promotional resource for every organization – for-profit or not-for-profit, solopreneur or start-up, local small business or multinational conglomerate. 

Where to begin

You can think of a media kit as a resume for your business. With it, you can introduce your brand to new markets, customers, business partners, investors or the public. Create your company’s press kit and align the contents with the story you’d like to tell, the audience you’d like to reach and the objectives you’d like to achieve.

Press kits are usually compiled and distributed electronically, but there may be reasons to create a physical copy. You may need to personally present the kit in certain situations, such as trade shows. Design an attractive package and enclose your information in a portfolio folder in your company’s signature colors. Attach a pre-printed label that contains your company name and logo. Print documents on good quality paper stock and remember to include your business card.

What should I include?

Because marketing and public relations continuously evolve, it’s important to stay up to date on current PR trends. Public relations pros say that in 2022, the best press kits will contain some combination of the items below.

1) Company Overview/Bio

Also known as the “one sheet,” this single-page document gives a thumbnail sketch of your business. This includes:

• Company name
• Company founder(s) and year the company was founded
• Whether the company is privately or publicly held (and date of the initial public offering, if applicable)
• Company executive team, with job titles
• Company location and contact information, including social media links
• Primary products or services
• Number of employees
• Diversity, Equity and Inclusion (DE&I) statement
• Name and contact info of the company media spokesperson

2) FAQs

Differentiate your company from the competition and quickly provide helpful information with a one-page document of frequently asked questions.

3) Photos

Include professionally photographed, high-resolution headshots of the founder(s) and the executive team to provide a more personal introduction to you and your team. You could also add a photo of the office building and/or a photo of the entryway or reception area.

4) Press releases

Include three or four recent press releases to demonstrate that you reach out to thought leaders and industry influencers to share information about your company. Press release topics may include announcements of new product or service launches, a business partnership, speaking engagements, webinar presentations, participation in local charity events or other newsworthy topics.

5) Articles

Formerly known as press clippings, include links to articles (or reprints if in hard copy) that mention your business. This demonstrates that your company received earned media, i.e., press coverage. Earned media is publicity that was received organically or through promotional efforts, but not because of paid advertising. As such, earned media is highly trusted. You may also add links (or reprints) to industry-related articles written by the founder or other company leaders.

6) Testimonials

Customer testimonials allow those who have done business with you to sing your praises and add credibility to your capabilities and brand. Invite two or three of your best customers to write a sentence or two and share your virtues. Limit the testimonial segment to one page.

7. Audiovisuals 

You could include a link to a short video clip of you or a leadership team member speaking at a prestige event, accepting an award and/or demonstrating a product. You can also share customer testimonials in video format.

More examples:

• A three- or four-minute clip of the founder(s) giving an overview of the company story or announcing a new product or strategic partnership.
• If the founder(s) has been interviewed on television or radio to speak about the company or the industry, share a three-minute clip of the conversation.
• Include a two- or three-minute clip of a podcast or webinar that featured the founder or other company leaders.

What to do after you create a press kit

Before you send a kit to any media outlet, call ahead or email and ask who should receive the information. A day or two after sending, call to confirm that it was received and ask if a reporter or editor might like to speak with you.

Thanks for reading,

Kim L. Clark

Founder, Polished Professionals Boston