Having an up to date press pack for your business can help you save time and effort when you’re carrying out your own PR and media relations activity. A good press pack can also help you achieve higher quality media opportunities than you might do without one. A press pack – or media kit, as they’re also known – can help you secure other opportunities like speaking at events.
I recommend the PR Unlocked students have a press pack, so here I explain:
- What is a press pack?
- What should I include in my press pack?
- Where should I keep my press pack?
- Examples of press packs and media kits from big brands
What is a press pack or media kit?
A press pack or media kit includes a number of assets for a business or individuals, which is distributed to the media (e.g. journalists, editors, bloggers) to provide the background information, images and other materials they may need for news stories or other content.
If you’re going to be at an event, conference or exhibition, you could create a press pack that is specifically focused on that show and relevant to the types of journalists you might meet there.
You can also use your press pack or media kit to send to event organisers if you’re enquiring about speaking opportunities, or podcast hosts if you’d like them to consider you as a podcast guest.
What should you include in your press pack?
What you should include in your press pack will depend on the nature of your business. The core assets should include:
Background business information: The basic information about your business, including a summary of what you do, when you started, your customers and other details that will help the media understand the nature of your business. In the PR Unlocked training and coaching platform, I talk through developing your business story – your press pack or media kit is one place where you should include your business background information. Make sure you include a clear summary of how your business should be described by the media (e.g. PR Unlocked is an online training and coaching platform developed by Unhooked Communications).
Your biography: Include a biography outlining your experience and any relevant information relating to your business. You might also want to include what topics you can talk about or comment in the media. If you have team members who are also spokespeople of your business, include a biography of them too. Make sure you include your job title how you want it to appear in the media (e.g. managing director, creative director, founder).
Logo: Include a high res (300dpi) version of your logo. If possible, include a version of your logo with a transparent background. If you have different colourways of your logo, include these too.
Headshot: Decent images are really important for PR and media activity. If you don’t have decent photographs, you could lose out on some great media coverage. Have a choice of 2-3 different headshots of you and any other business spokespeople. Remember to make sure they’re high resolution (300dpi). Find out more about the power of pictures in PRon the Unhooked Communications website.
Lifestyle photographs: Depending on the nature of your business, it’s a good idea to have some lifestyle photographs – or photos of you in ‘action’ – as well as your headshots. If you have a service-based business, these could be photographs of you interacting with clients or your team, or delivering a workshop or meeting. If you’re a maker, these photos could be you in the studio making something. If you’re a sports coach, it could be you out on the pitch or with your team.
Contact information: Include your phone number, email address, address (of your office or shop – if you work remotely from home, you don’t need to include your address), social media handles (including links to your social media profiles) and link to your website.
QUICK TIP: It might be tempting to make all your documents PDFs, but if you have text (e.g. for your business background information or biography) most journalists prefer to receive this information in a word document and/or in the body of an email so they can copy and paste the relevant information.
What else could you include in your media kit?
Depending on the nature of your business, you might also want to include the following in your media kit:
- Product information: Including images, product description, prices and where to buy.
- Press releases: Your latest press releases and business news.
- FAQ: A frequently asked question document or fact sheet can be useful if you have a lot of information or data you want to communicate in a simple way.
- Award wins: Details of any recent award wins, including the name and category of the award and what you won it for.
- Media coverage: If you’ve been featured in the media, you could include logos of the media outlets and/or links to the articles/content. Don’t reproduce the content or include full copies of articles – you can get into licensing and copyright issues!
- Case studies: Case studies, testimonials and images showing your recent work.
- Videos: These could be you talking to camera, carrying out your work, interviews with customers or a show reel of your latest successes.
- Podcasts and vlogs: If you produce podcasts or vlogs, include links or files to your latest content.
- Brochure: If you have a brochure outlining your business, services or products, you could include an electronic version.
- Ways of working: If you’re a blogger, influencer or offer a service, including an outline of how brands and other businesses can work with you can be useful.
- Samples: If you create a physical press pack to post to journalists or to give out at an event, you could include samples of your product for people to test. If it’s a digital media kit, you can include instructions on how people can request samples.
Where should you keep your press pack?
You don’t necessarily need to have your press pack published anywhere. You can simply have a file on your computer or cloud computer storage where you keep all the information and assets so you can easily access it if you need to send anything to the media. It will save lots of time searching for the relevant files. For smaller businesses and startups, this could be the best option.
If you want to make your press kit publicly available – and a lot of businesses and brands do – you can create a press kit or media pack page on your website. Some bigger brands even have a separate website dedicated to press information and use this as their digital newsroom. By doing this, you can either share a link with anyone who needs to access the information and assets. Or if anyone wants to find out information about your business – such as a journalist or event organiser – they can easily find what they need via your website rather than have to contact you in the first instance.
Businesses that are producing a physical press pack for an event such as an exhibition should ask the event organisers if there’s a press room at the venue where they can leave their media kits for journalists to pick up.
Examples of press packs and media kits
Here are some examples of press packs and media kits from big brands and businesses to give you some further inspiration and ideas for creating your own.
Remember, if you’re a small business or startup you probably don’t need all of the information that these bigger brands include in their press packs – but these will give you some ideas of how to present your media kit online if you want to make it publicly available.
John Lewis & Partners has a dedicated press centre website, which includes latest news, press releases, a content library, lookbook, reports, contact details and more.
Volkswagen uses its ‘About Us’ page to include its company information, including careers, innovation and environmental policies. It also has a separate news page, which includes its latest press releases.
BigCommerce has an online media kit, which includes facts, downloadable logos (including guidelines on how to use the logos), news, press releases and awards.
Gary Vaynerchuk has his press kit on his website. It includes a biography, basic information, contact details, recent press and headshots.
Not on the High Street gives visitors the option to register to get updates from its press centre, which includes press releases, images and contact information.
Have you developed a press pack for your business and want some feedback? Share it with the community in the free PR and marketing Facebook group.