Navigating relationships with reporters can be complicated even for experienced media professionals. It takes time, effort, and sometimes, a little luck.
Creating a well-designed digital press kit is one of the most effective ways to cultivate positive relationships with media while representing your business in the best light. Think of a digital press kit as a one-stop shop where journalists can find everything they’ll need to write about your subject, including timely and relevant information, background details, visuals, and anything else deemed essential about the topic.
Reporters are busy professionals who receive hundreds of emails a day, all from people with the same goal as you: to have their story told. Reporters care about the details, but they’re regularly on strict deadlines where every minute counts. Once they’re interested in your story, you’ll want to give them everything they need in the most organized and straightforward way possible. That’s where the press kit comes in.
Here are a few tips on how to build a digital press kit that reporters will thank you for.
Understand its Function
A press kit is how you organize your information and visuals to tell reporters about your subject and, more importantly, why they should care. Your press kit should contain everything a reporter could possibly need and be simple, self-explanatory and easy to navigate. Even if you are available for follow-up, the time it takes to reach out to clarify even a single point could be the difference between a reporter making and missing a deadline.
Give the People What They Want
Think of reporters as storytellers. Every good storyteller needs two key elements: relevant information and stimulating visuals.
In a press kit, this could be any of the following:
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Fact sheets
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Bios
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Multimedia assets (photos, b-roll, headshots, and infographics)
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Press releases
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Event dates
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Run-of-shows and schedules
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Examples of relevant work
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Links to relevant information (social media, website, blogs)
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Past media coverage and critical reviews
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Contact information
These assets should all be clean, easy to read, visually appealing, and relevant to your business.
Organization Is Key
Organization is the name of the game when it comes to press kits. If a reporter or producer opens a press kit only to find that the files are cluttered or the photos are not clearly labeled, you run the risk of them dropping your story. To ensure that those who open your press kit can easily find everything they need, keep everything organized with distinct folders and clearly labeled file names. Create consistency by using the same formatting for every file and folder. Don’t invest too much time trying to make it flashy or complicated. Instead, think about functionality. Save that creative energy for your website and social media accounts.
Customize It
While there are some things that every press kit should have, yours needs to fit your subject’s specific needs. For example, an artist’s press kit will contain folders showcasing a portfolio of work as well as downloadable information on upcoming exhibitions. An up-and-coming band’s press kit might feature high-definition videos of performances, while a nonprofit’s should include leadership bios and information about its cause. Event-based organizations can benefit from creating individual press kits for each programming season. Customizing your press kit not only educate reporters about your subject but also make it simple to understand why they should write about it.
Keep It Fresh
As your subject grows and develops, so should your press kit. Your press kit is a representation of your subject, so it’s important to always keep it as up-to-date as possible so reporters have access to the most accurate information. Examples of relevant updates include leadership changes, industry achievements, upcoming events, and fresh visuals.
Find the Right Tools
There are various ways to create a press kit, but information-sharing platforms like Dropbox or Google Drive are the best for keeping numerous files of varying sizes organized. They also offer easy downloading and link-sharing capabilities. Certain platforms also provide customizable templates, like Dropbox Showcase, which allow for more a more visual presentation of a press kit.
Boiling down your subject into a press kit can seem limiting or daunting, but a press kit is the first vital step for a reporter to gather needed information before moving forward to exciting and impactful media opportunities. The better your press kit showcases your subject and everything it has to offer in a clear and accessible way, the easier it is for reporters to tell your story.
Madison Mann
Madison Mann is a public relations, content marketing, social media and communications expert whose flair for storytelling is matched by her energetic and dynamic approach to her craft.
