Press kits and media kits have been used by PR professionals for decades to inform the media of relevant information about businesses of all sizes, in all industries. Although these two types of kits traditionally varied in nature – with media kits providing more general background information on an organization, and press kits more specifically focusing on a company’s new product, program or event – the lines have slowly been blurred with the evolution of online press rooms. In fact, some companies now require press materials to exist solely in a digital format to help reduce paper consumption and costs.
The shift from previously printed PR materials to electronic files opens the door to creating a customizable online package without the hefty price tag. Not to mention, an electronic press kit can include unique digital elements that were previously more challenging to share with the media.
Like its printed counterpart, the goal of the electronic press kit is largely still the same – to help members of the media develop stories related to a client, product, service or event. It should still contain all the content a reporter, blogger or producer would need to tell your company’s or client’s stories, with the added benefits of being more visually engaging and easier to sift through.
The fundamental materials that should be, in most cases, included in an electronic press kit are:
- Company Fact Sheet
- Industry Awards and Honors
- Leadership Team/Speaker Bios
- Product/Service Fact Sheets
- Case Studies
- Important Press Releases
- Media Clips
In order to enhance your electronic press kit, take full advantage of the elements that are available in today’s digital world. A few non-traditional elements to consider when building your package are:
It might seem like a no-brainer, but relevant artwork, photos, renderings or logos are often an afterthought when developing an electronic press kit. If anything, the digital assets might be the most important element. Newsrooms and broadcast stations simply don’t have a team of staff like they used to, so it’s crucial to provide them with current, high-resolution digital assets. Providing the media with videos or photos of an event or product increases your chances that they will cover the story, regardless of whether a staff member is on-site to report on it themselves.
We live in the age of “big data,” which means the quicker we can digest information, the more likely we are to remember it. One easy way to communicate data is developing infographics to tell a visually compelling story. By creating and embedding infographics throughout your electronic press kit, you increase the likelihood that media will focus on the information specifically called out and possibly even include the graphic in their story.
If your client or business has been mentioned on the radio, in a local news segment or featured in a podcast, get some extra mileage from the clip and add it to the electronic press kit. This will help reporters learn additional background information and possibly trigger new story angles for future articles. It also provides third-party validation of your organization’s or product’s legitimacy.
Separate Landing Page
An electronic press kit isn’t strictly geared toward reporters or major outlets anymore. Anyone who wants to talk about or promote a business has several platforms at their fingertips to do it effectively. Whether that’s through a podcast, social media or a personal blog, people can access a wealth of information, so why not provide them with quality materials that paint your business in the best possible light? It’s recommended to develop a separate page on your company’s website to host the electronic press kit, which also gives you the ability to track activity to the page and receive insight into who is looking at your information.
These are just a few examples of how to take advantage of the modern-day press kit. When creating your electronic press kit, Cooksey Communications knows that the most important priority is keeping your specific audience or audiences, as well as your key messages, in mind. At the end of the day, regardless of printed versus digital files, the goal is to provide the media and other stakeholders with the information they need, presented in the best possible manner. This will ultimately help you build stronger relationships and get your stories in the news.