What are the essentials of a press kit?

by Maria Tabish Chawla

A press kit plays the role of being a resume for a firm. It may be a generic document containing details about the company, or one specific to an announcement or event. The quick pace with which information is disseminated in the world today has reduced response time in the media and increased the need for robust, well-rounded and easily-accessible media kits at hand. These media packs should be attention grabbing, create a lasting impression and encourage enough interest for the press to enquire further.

So what are the essentials of a press kit?

Background information about the company: This proves to be a good starting point for any journalist who may want a snapshot of the firm’s history, growth plans, core values, their comparative advantage and their leadership team. 

Profiles of the leadership team: Having a profile of the company’s C-suite highlighting their field of expertise enables journalists to contact them for technical or experiential insights about relevant matters, or about the announcement at hand. 

FAQs: Whether the press kit is being released following an announcement/event or just to give a general overview of the company, pre-empting and answering possible questions can prove to be a useful strategy to curate the formation of angles about the story. They also help ensure that all information is clear and well-understood before any coverage, particularly clearing up any areas that might prove confusing.
 
Menu of quotes/available interviewees: Preparing a series of quotes from stakeholders enables the press to flesh out their narratives regarding the announcement at hand. Providing contact details of available interviewees also helps bring a human element to the story, making it more relatable and reader-friendly.
 
Sample of the Product: If the announcement is regarding a product release, including a sample as part of the press kit enables media personnel to develop an experience-driven narrative, adding to the credibility of the coverage.
 
Images and Videos: Complimentary images or video clips often add aesthetic value to the press kit, and aid the visualisation of the story/event. Ranging from shots of the leadership team, the offices of the firm or coverage of a certain event, images and videos increase the readability of the piece of content. One aspect that is often forgotten is the b-roll/background silent film used to give colour to a TV interview. Providing appropriate footage can be a big help for broadcast journalists. 

Press Contacts: Although the press kit should aim to be a holistic document, it is important to provide contact details so that the press can access any further information required.
 
Businesses may choose elements most relevant to them from the above selection, depending on the nature of their announcement. A good place to start is working out what the press kit is set to achieve. Once the objectives of the press kit have been decided, it becomes easier to decide what to include, and how they will contribute towards the end goal.