Contents
What is a press kit?
A press kit is a collection of text, audio, and visual materials that provides complete information about a product, event, organization, or personal brand. The main purpose of a press kit is to facilitate the work of journalists by providing them with the necessary facts and data for preparing articles. A press kit answers questions that may arise among media representatives, thus saving time and effort for companies in interacting with journalists.
For example, when a new video game is released, a journalist can refer to the press kit instead of searching for the developers' contacts. The press kit contains information about the plot, graphics, and main features of the game, allowing them to quickly gather materials and submit the article on time. The press kit acts as a passport for the company or speaker, helping to identify them in the market instead of relying on verbal explanations.
Types of press kits
There are several types of press kits that can be adapted to different needs and target audiences:
- Company press kit: Includes the company history, its mission, key employees, and important facts. Such a press kit can be useful not only for journalists but also for shareholders, business partners, and new employees.
- Event press kit: Contains the event program, list of speakers, interviews, and other information necessary for participants. It may also include maps and schedules.
- Personal brand press kit: Focused on a specific individual, includes their biography, achievements, and interesting facts.
Additionally, press kits can be printed or digital. Digital press kits can be hosted on the company's website in the form of presentations or landing pages. Printed press kits are often used at events and can look like brochures designed in the company’s branding.
Structure of a press kit
Although there are no strict rules regarding the content of a press kit, its content may vary depending on the type. Nevertheless, there are several common sections that are typically present in a press kit:
- Company information: Information about the year of establishment, field of activity, and number of clients.
- Product or service information: Detailed description of the product, its unique features, and photographs.
- Logos: Inclusion of various logo formats for ease of use.
- Audio and visual materials: Photos and videos that journalists can use.
- Contact information: Information on how to contact the press center or a specific person for further clarifications.
Importance of a press kit
A press kit is a fundamental document for interacting with journalists. It contains key messages and helps convey necessary information to the audience. Once the PR strategy is approved, creating the press kit becomes the first task for the PR manager. The press kit should be available in electronic format on the company’s website and on social media, ensuring its wide distribution.
Moreover, a press kit helps systematize the understanding of the brand or speaker within the company. It often turns out that the self-definition of the brand differs from how it is perceived externally. Therefore, careful preparation of the press kit can play a crucial role in forming the correct image of the company in the market.