Journalists, podcasters and even partners will love how much they do not have to work if you send them a press kit (also known as media kits) when it is time for them to cover your business. Instead of impressing people with a high volume, you want to make the path as frictionless as possible. 60-second rule – if someone cannot find what they need in, you guessed it, you guessed it, they’ll move on.
So read on to learn what you should be adding, and leaving out (and how to make it journalist-friendly). For Tech PR Agency Bristol, visit headonpr.co.uk/tech-pr-agency-near-me/bristol
How to Make a Killer Press Kit
What we do (Intro paragraph)
Craft a simple English statement of what your product is, who you serve and the end result it produces. Keep it jargon-free and specific.
Longer boilerplate (3–5 sentences)
This is the paragraph of complete and utter standard that media outlets stick at the bottom of an article. Include:
Business name
Where (and service area if applicable)
What you do
When you were founded (optional)
Website link
Founder/team bio(s)
Short bio (50 –100 words), Longer Bio (150 – 250 words), Years of experience, certificates, a large client list who know about your existence, bestseller in something.
High-Resolution Logo and Brand Assets
Include:
Logo files (PNG and SVG if you have them)
Support for brand colours and font names (optional)
Strong usage notes (‘do not stretch or recolour’)
Professional photos
Journalists require images that they can rightfully be able to use. Include:
A headshot
A couple of “in action” shots
Product/location shots if relevant
Use clear file names (e.g., john-smith-headshot.jpg).
Key facts and quick stats
Writers love “fast facts” Examples:
Number of customers served
Years in business
Typical turnaround times
Any verified results or milestones
Contact details for the press
One email address, optionally a phone number and a response rate
What to avoid (Weighs you down rather than lifts…)
Long pages, long PDFs with tonnes of marketing fluff
False statements
Images: snatched from social media, resolution at 72dpi
Massive albums with an unnecessary duplication of photos
Previous pricing sheets or client confidential details.
Simple setup tip
This can be through a single webpage or just links from your website to download/view the press kit as an entire folder in the cloud. Update it seasonally – a press kit is only valuable when its contents are up-to-date.