What to include in a press kit

    A press kit is an effective tool that should be considered when launching your brand or raising its awareness, for both large high-profile businesses and small start-ups.

    While it may seem overwhelming and many people question ‘how do I make a press kit?’, it’s simply an information packet containing everything all readers (such as journalists, editors, advertisers etc.) need to know about what you’re representing, who you are or what’s on offer. Press kits can be created for several different aspects of a company including the overall organisation, products, key employees and events.

    Press kit template

    When creating a press kit, it’s important to only include relevant and current information to target your reader. Examples of what you can include are:

    1. Letter of introduction

    In the letter of introduction, you should immediately be grabbing the reader’s attention by telling them exactly why they should care about your organisation, event, product etc. and why they need to know more. This is also an opportunity for you to leave an impressive first impression on readers – so make sure it’s worthwhile.

    As well as this, include your contact details (full name, email address and phone number) and let your audience know you are available for follow-up interviews in case they require further information.

    1. Information on the company

    This section should include any relevant information you want the reader to know, whether it be the history of your organisation, background of your event or profiles of key staff.

    1. Press release

    Press releases are a great way to gain publicity, particularly if you’re launching something that’s new and will be an exciting addition to your industry. By adding a press release, you can have all the newsworthy information in one place, supported by attributed quotes. This will make it easier for the journalist to potentially have a story published on your brand.

    1. Recent media publications or articles

      Insert copies of recent media coverage where your brand has been positively represented. This will demonstrate to other media outlets why you deserve to be in the press and it’s also a great example of showing how your brand is newsworthy.

    2. Images, audio and video files

    If applicable, attach any relevant media files to your press kit. For example, television interviews, speeches, performances, and media-covered events. This can support why your brand deserves to be recognised.

    As well as this, it can allow you to show viewers more detail about you or your product (for example, with an advertisement) or your event (this will be particularly successful if it’s a recurring event).

    1. Frequently Asked Questions

    It’s always important to add frequently asked questions to your press kit as this can avoid repeating answers to the same common questions. It also helps the reader (whether they be a journalist or editor) determine what questions to ask in a follow-up interview and what to include in an article they might want to publish.

    Additional items to include (if applicable)

    • Recent awards
    • Statistics specific to the industry you’re targeting (including demographics and target audiences)
    • Samples (if you’re launching a product)
    • Missions, goals and objectives
    • Performance, product or service reviews
    • Community involvement.

    What to include in a press kit