What Should a Press Kit Look Like?


The traditional press kit as we know it with the logoed 2-pocket folder, hard copies of press releases and glossy sheets of  hi-res images are pretty much over, and I for one could not be happier!  This saves you a lot of money on production costs, lightens your load when traveling for business, and since press kits often became outdated quickly, it's nice that the move to digital makes updating easy, inexpensive, and…better for the environment.

Today, storing your press information on a logoed thumbdrive is the way to go – especially when you are meeting with the media in person. For day-to-day outreach, a PDF press kit that can be emailed, or a press center the media can access with a passcode through your website are effective ways to share your company’s information. Digital links that can be emailed are even more ideal since they won’t clog an editor’s inbox (consider the hundreds if not thousands of pitches they receive on a daily basis). 

Your press kit should tell your brand's complete story - why it was created, who created it, when, where, what solutions the product or service provides, detailed key attributes that make the product innovative and unique, the cost to consumers, where they can purchase the item, your contact information, and website address. 

Speaking of websites, make sure yours is just as great if not better than your press kit – the ultimate judge of your product and whether or not your brand is worthy of editorial coverage is undoubtedly your website, so make sure it’s professional and a great representation of your brand.  If you’re still having trouble coming up with a clear look and feel for your site, research the sites of the media outlets you’re pitching and the brands they’re already featured, make sure your site is of that caliber. Envision your dream editorial coverage - your website and press kit should tell that story!