What should a press packet include

However, if a bar is featuring a new promotion or menu, the media kit may focus solely on that rather than the business as a whole. Photos of your products, personnel, or locations make your media kit visually engaging and more informative. Use professional photos that feature the best elements of your business and the purpose of your media kit. Your media kit should include brief team member bios and, if possible, professional headshots.

CEO, president, or founder bios are ideal additions to your kit, but make sure they advance the purpose of the kit. For example, if your media kit is focused on a new product line at your retail store, highlight team members who specialize in the products or were responsible for bringing them onboard.

Media kits designed to promote an event can include key contacts for event details or employees responsible for organizing and setting up the event. Online media kits should include downloadable logos for use by journalists and news agencies. Provide several high-resolution variations of marketing images and logos e.

Optimize your digital kit by linking to media assets and including images and files on your website with branding guidelines for how and where to use them. Include links to past press releases on the back of your digital media kit to give journalists context and further background on the company. If your company has received positive press from an outside news source, be sure to include this in your media kit and on your website.

Reporters will benefit from hearing how other journalists and media agencies have handled your business story, and including this information usually reflects positively on your company. Sending a press release may prompt journalists to look for your company media kit, especially if your press release receives wide distribution.

Media kits are supposed to adapt to the needs of your business and the interests of your audience. Include helpful features like product guides, testimonials, or awards and recognition related to the purpose of the kit. The format of your media kit will vary depending on the information you want to share. Use Pressfarm to create your own media kit template as a starting point and check out some examples for inspiration. When creating and sending a press release, we recommend using Pressfarm due to our wide level of distribution.

We also do a lot of due diligence before writing or guiding your press release creation to ensure that the release has a concrete and interesting story angle and will appeal to your audience. Developing a basic media kit should not take too long if you know what you are doing. However, startups often need to collect all required material and compile this data. Eventually, it ends up taking too long.

If you need to write everything from scratch, budget more time for the project. With Pressfarm doing this for you, a lot of this work is removed from your desk and handed over to professionals.

However, there is no one-size-fits-all for media kits. For this reason, you should use any templates with caution. By outsourcing your media kit design to an agency, you reduce the amount of time it will take you while getting the best custom media kit for your startup. You can also distribute your media kit to reporters and journalists on USB drives.

A media kit is the standard method of communicating business information to the media. An avatar is a representation of your perfect customer in this case, reader , often with a fictional moniker and biography that delves into their needs, motivations, and how your business serves them. Brands planning sponsorship campaigns will often have their own avatars in mind. The next section to include in your media kit is about how brands can work with you.

This is your chance to offer your unique skills and make suggestions about partnerships that would interest you and benefit them. You might list offerings such as a brand ambassadorship, sponsored blog post, social media campaign, paid press trip, video creation, or others.

Think about how you could use your best skills to help the brand reach their goals. If you take incredible photographs, highlight how you can visually showcase their products.

If you are an exceptional writer, mention how you can influence your audience to make purchases. You may want to leave your specific rates open to negotiation, but if you do decide to include rates on your media kit, this is the place for them. You can list your rates for various services — blog posts, social media mentions, video creation, etc.

Consider listing rates for combinations as well — brands love a package deal! You should be collecting a variety of quotes and feedback from brands that you can use to show potential partners what a great person and business you are to work with. Consider including a quote or two in your media kit from satisfied clients. Include a final invitation to reach out, with your email address written out. Letter of introduction: Sometimes referred to as the pitch letter, this first impression item is where you will grab or lose the reader's interest.

Tell them upfront why they should care about what you're telling them. Provide a table of contents or a brief description of the items enclosed in the actual press kit. Let them know you are available for follow-up interviews and questions. Also make sure to include your contact information in this letter. Information on the company: This includes your company's history, a company profile, and profiles of the chief officers, senior management and ownership.

Include bio sheets, if appropriate. Product and service information, including a product, service or performance review: This will let editors see what others are saying about you or help the editor write his own review. This should also be supported with product or service fact sheets, sell sheets or company brochures that are specific to your product or service.

Recent press publications and articles: Copies of recent press coverage is very appropriate for a press kit. After all, what other media have done will be of interest to current media targets. This can include article reprints and printouts of online press that a company might have received. Press releases: Many times, these are what instigated and caused the printing of the articles described above.

Audio and video files of radio or TV interviews, speeches, performances and any other media-covered event: Hard copies will suffice if the actual media is not available. Today, some companies are now putting online audio clips on their Web pages and in online media kits. A sample news story: This is your chance to guide the media or your reader.

Some editors will even print it verbatim, as they view ready-to-print articles as an easy way to fill up space with little effort on their part. They do, of course, usually edit these stories, so be prepared.

Since many media kits are put together for investors, any news related to the industry, financial statements or any other investor-related news is very appropriate for the press kit. List of frequently asked questions: This helps the editor determine what questions to ask you in an interview or what to include in the article. The Key to Getting Noticed Busy editors sort through piles of press kits each day.

Getting your press kit noticed is the key to publication and action! Remember, getting attention is important not only with audiences, but also with editors. Package your materials in a unique way and make sure the materials are presented professionally. It's also crucial to follow up to make sure your intended recipient received your press kit.

Plus, follow-up calls provide the perfect opportunity for editors to ask questions or schedule an interview. Use this opportunity to build relationships with editors--in fact, doing so will improve your chances of publication or acceptance by your intended audience. But because the distribution of media kits can get a little expensive, you've got to make relationship-building a part of your marketing strategy.

The best thing to do right now is to start assembling part of your press kit, based on available materials. Then, add to it as you see fit and develop new materials.