Suggestion #4 for successful media relations – The right tool – The press kit

Let’s continue the exploration of the diverse tools at your disposal.
Today: the press kit

The press kit is inseparable from a successful media relations campaign. It is a set of documents that allows the journalists to gain an in-depth knowledge of your company. Whereas press releases focus on a single message, press kits complement the information.

Its use is simple:
– If you are presenting your company to the journalists, the press kit should come with all your announcements
– If your company is already well known, the press kit should be prepared so as to answer promptly any further information request that may come from the journalists

Two elements should be taken into consideration:
1. The content
2. The form

1. The content – it is divided into two sections:

a. The core of the press kit – similar for every announcement
> A page summarizing the key facts regarding your company (date of creation, activities, number of employees, geographic outreach, target markets, customers, etc.)
> A detailed presentation about your company’s growth strategy, market vision, positioning, organization, governance, internal politics (HR, in favor of sustainability, etc.)

b. The focus of the press kit – adapted to the topic you want to highlight
> Complementary information on your announcement. It is important, as it will allow the journalist to fully understand the topic and to relate to it with accuracy
> You will provide the journalist with  a differentiating angle, explain your USP (Unique Selling Point).

 You have now understood that it is critical to adapt the content of the press kit to each announcement.

2. The form

Sometimes neglected, the form of the press kit is nevertheless important.
> In its printed version, the various elements of the press kit are included into a folder respecting the image and colors of your company. Each document must comply with your company’s graphical guidelines.
> In its digital version, you will provide the journalists with the different documents in PDF format. Be careful to the way you name your documents and to the strict respect of your company’s visual identity.

To keep in mind

> The press kit is not a marketing document. You need to adopt a neutral and informative tone.
> Create an image bank: in parallel to the press kit, gather some pictures / illustrations on the topic. They could be useful for the journalists. Of course, make sure you have the rights to use them.

Next week: the press conference