Building on last week’s post about why press kits are important, this week we’ll go over what you should include in a press kit for your business. As a reminder, press kits compile content about your company that journalists can use. They contain visual assets and teach reporters about your company, its leaders, and its mission.
Specifically, all good press kits should contain the following
Company’s mission
A press kit should clearly state your company’s mission and purpose. This is the “why” in your company story. What is your business hoping to achieve?
Company overview and facts
A press kit should contain a description of your company and state how the business came to be (if that’s relevant). You should explain what type of business it is, what products or services it provides, who it serves, and perhaps when it was formed and where your offices are located.
For example, Estorie Agency is a public relations and communications agency that works with clients who are making a positive social impact. Estorie was founded by a social justice and civil rights lawyer who spent years telling clients’ sensitive stories to judges, juries, and the press. Those are important pieces of background information and most certainly would go in a press kit.
Important data—for instance, how many clients you’ve served, or which venture capital firms have invested in your company—should also be incorporated into your press kit. This can be a separate section, or the facts can be woven into a company description. Sometimes, especially if you have an innovative or disruptive business, it might be helpful to create a fact sheet to dispel common misperceptions as well.
Visual assets
Include your company logo, headshots of company leaders, and any branding photos or videos you’d like the press to have in a separate folder. These should be “high-quality, high-resolution versions with a transparent background to make your logo and graphics easy to use for nearly any purpose, including print.”
Bios
You should also share bios of your founder and/or executive team. (And, for every bio make sure to include a headshot.) It is important to align the bios with the company’s area of business and mission. In other words, highlight important and relevant background and professional information.
Press releases and awards
If your company has issued past press releases and/or received notable awards, you should include those in the press kit. Press releases explain newsworthy company updates and accolades are often a sign of business legitimacy.
Contact information
Always include contact information for someone who can answer journalists’ questions. “Depending on the type of story, a journalist may want additional background information or quotes from your team. Make it easy for them to find a useable contact who can set up further interviews or dig for any requested statistics.”
Links to social media handles
Include links to social media handles, so journalists can easily tag your company when a story goes live.