The Importance of Having a Strong Media Press Kit
The day of the 24-hour news cycle appears to be over.
Now things are changing at an even more rapid pace, which means as a brand or business owner, you need to keep up to avoid being left behind.
Perhaps the best way to stay up to date is to master the art of the press kit. Doing so will allow you to never miss a moment, as well as help you control your brand’s narrative, all at an affordable price.
But that’s not all press kits are good for. In this article, we’ll break down all of the benefits of using press kits in 2020, including some you might not have thought of before.
We’ll also tell you what items you need to include in your press kit, so you can get positive results when using them for your brand.
Quickly Inform the Masses
Regardless of what your brand or business is about, odds are there are times when you need to quickly inform the masses about something.
Whether it’s a change in direction or the announcement of a new product or service, the ability to reach a lot of people quickly is an absolute must.
With an updated, well-made press kit, you can get important information out to a lot of people all at once. You can also do so for a low cost, which is a huge plus when operating on a tight budget.
Control Your Brand’s Narrative
The last thing you want to do is to leave your brand’s narrative alone for someone else to write.
Because while your customers and clients know a bit about you, they shouldn’t be telling your story, and neither should the media.
One of the biggest benefits of using press kits is the ability to control your brand’s narrative yourself. You can provide stats, information, and other types of data that the media can use when discussing your brand.
The best part? You can decide what information you want to highlight, helping you tell your story the way that you want it to be told.
Save Time and Money Advertising
If you handle all of your marketing and advertising in-house, you’re already aware of how many avenues there are out there for you to explore.
And while having a variety of options can be a good thing, it can also be quite overwhelming.
Too many choices also increase your chances of investing in an advertising strategy that won’t yield good results. That’s why we recommend that you stick with a handful of proven strategies, one of those being press kits.
So, let’s say you’re crafting a winery marketing strategy. You can take advantage of social media marketing, particularly on Instagram, and then use press kits to go along with that.
Press kits will be especially helpful when promoting new products, which we’ll talk about more in a bit.
Make It Easier for Customers and Clients
Let’s be honest. People don’t have the time, energy, or the patience to do too much work in order to find out more about your brand or business.
Sure, long, well-written emails can be effective. But odds are most people won’t even open them or take the time to read what it’s about.
A well-made press kit, however, is simple, informative, and doesn’t require the recipient to do too much work. That increases your chances of getting a conversion, which is the overall goal here.
Promote an Event or a New Product
We touched on this earlier, but odds are your brand or business has new products, limited-time-only deals, and even events that you need to promote.
Perhaps the best, most efficient way to promote those items is by sending out press kits to your customers and clients.
Let’s say you have a big new product or important event that you need to tell people about. You can create a press kit for that product or event and send it out to anyone you think needs to know about it.
Pretty simple, right?
Promote Your Company Identity Efficiently
We can’t stress enough just how efficient press kits can be, especially if you’re trying to quickly reach a lot of people at once.
In fact, we recommend that you keep most press kit items (more on those later) stocked up somewhere, so you can get them out as fast as possible.
The best part? Making press kits in-house is easy, affordable, and doesn’t take long if you have a solid team and a few hours of free time.
Attract New Customers and Clients
When you’re making a first impression, you want to do so in the most professional way possible.
It’s imperative that your brand or business comes off as legitimate and credible to potential customers and clients so you can get grow and expand.
If done correctly, a press kit can help you make a positive first impression, all while standing out from your competition in the process.
Odds are nobody else in your niche is doing press kits, which means you can make them a unique part of your identity going forward.
Items to Include in a Press Kit
So, we’ve told you all about the various benefits of using press kits. We’ve broken down, in detail, what you can expect if you implement press kits the right way.
But what exactly makes up a press kit? What kind of items do you need to make sure that you include in order to get positive results?
Well, every press kit has a different purpose. And with those purposes comes the need to include different things.
With that in mind, there are a handful of things that you should include in your press kit, regardless of what your overall goal is.
Basic Company Information
One of the first things someone should see when opening your press kit is a detailed breakdown of your brand’s information.
Simple items such as your name, contact information, and a company logo are a must-have. A breakdown of your brand’s mission statement and overall goals is worth including, too.
If you have some stats or other data that you think people might find relevant, be sure to include those as well. Just don’t go overboard with text, as that can turn people off from your press kit rather quickly.
A Few Free Items
People love free things. And if you have stuff you can give away, you got a better chance of leaving a lasting impression with potential customers and clients. Older customers and clients will appreciate the gifts as well, encouraging them to stick around for the future.
You don’t need to go overboard with what kinds of items you include. Pens, mousepads, and other basic advertising goodies are more than enough to get the job done.
Other Information to Consider
While everything that we’ve mentioned so far is things we consider a must-have, there are a few other tidbits that are worth considering on a case-by-case basis.
If you’re announcing a new product or service, of course, you need to include information about that product or service. Infographics are without a doubt the best way to do this, as they don’t rely on lots of text to sell your product or service.
If you’re promoting an event, you need to make sure you include all the details about that event in your press kit. Again, large, bold fonts and a few well-made graphics are a great way to do this without overwhelming people with a lot to read.
A list of frequently asked questions, notable clients, and testimonies from those clients is also nice to have included as well.
Press Kit Design Ideas
If you’re going to be sending out press kits soon, don’t underestimate the power of design.
A press kit that is laid out well and packaged nicely will yield better results and make a positive impression on recipients at first glance.
Small pamphlets work well, and they’re affordable to make, too, which is a huge plus. That, combined with a smaller free item, is our recommended layout for a basic press kit.
Reap the Benefits of Using a Media Press Kit in 2020
As you can see, there are a ton of pros to using press kits to promote your brand or business. They’re affordable, efficient, and can help you reach a large number of people fast.
By using press kits, you can better control your brand’s narrative. You can also save both time and money when advertising, which is a huge bonus for small business owners who are handling everything in-house.
If you have an event or a product to promote, press kits are without a doubt the best way to do so. And now that you know what items to include in a press kit, you can make one yourself today.