How to Build a Startup Press Kit by an ex-Journalist
You don’t have to spend a lot of cash to get coverage:
You’re open for business — congratulations! Now you need a press kit. Here’s why: journalists need information to tell your story and a press kit is how you’re going to give it to them. Don’t wait until the last second to try and slam something together. A press kit is a pre-packaged set of promotional materials that provide information about a company, cause or person. In business environments press kits can also be referred to as a media kits. They are distributed to members of the media for promotional use.
As I wrote about in “7 Tips for Getting Startup Press from an Ex-Journalist”, press coverage is about achieving company goals not getting famous. Lay your strategic foundation in advance of your news needs by having a strong press section on your company’s website then create a strong story-specific press kit for each big development you release.
Your company’s online Press Kit:
Having a press section on your website helps handle in-bound press inquiries as your team works hard on growth. This is where all press inquires are initially directed because journalists always look at a website first before making contact. Therefore, you’ll want to include some standard basic brand information any journalist can use, regardless of what type of media organization they work for, to understand what you do and get an overview of your current situation. If you don’t put this standard information online, every journalist that calls will ask these same basic questions over and over again. You’re not only wasting your team’s time, but the journalist’s time too. Upload it.
Important points:
*Don’t forget to state that the copyright of all media assets belongs to your company and that you want credit for use. If you’re not sure how to word that, speak to your lawyer.
*Include your company’s contact details for press inquires, either your press office or officer.
