What is a press kit and how to use it at events and in your company?
Posted: Tue Dec 03, 2024 5:17 am
Very common among marketing and public relations professionals, the concept of a press kit has changed a lot over the years, especially with social media.
In the past, it was a material used especially by journalists, who received and promoted the service spontaneously. Today, it is sent to both celebrities and influencers.
If you are a businessman, entrepreneur or work with a brand, understanding the relevance of this concept for media promotion is very important.
This is because it is through this strategy that the brand's history is known, as well as the services and purpose of the mailing, be it the promotion of a new product, opportunity action or inauguration.
To better understand what this form of marketing means and everything that involves it, you're in the right place. In this post, you'll learn what a press kit is, how to make one, the benefits of using one, practical examples, and the difference between a press kit and a media kit.
Enjoy reading!
What is a press kit?
A press kit is an action used by marketing to present a company or service to the media. It generally includes a press release (cover letter), photos, digital media, folders and gifts that express the characteristics of the project.
The information contained in the cover letter is what sparks the interest of the media and, consequently, the spontaneous dissemination of the material sent. In addition to the written content, it is also essential that the kit contains interesting elements that express the value of the proposal.
Therefore, with the emergence of new professions, such as digital influencers , the press kit has evolved and market dynamics have changed. Today, focusing on influencers who have thousands of followers and who speak to your target audience is more advantageous for promotion.
So, think of your media kit as a welcome package, whether you’re launching a new product, opening a new store, or hosting an event. And it’s important to tailor your materials to different audiences.
If you have a clothing brand, for example, in addition to information about the company or action, send high-quality photos of the latest collection, detailed descriptions of the pieces, press releases about the inspirations behind the creations and usage tips for fashion bloggers.
Or, if you work in tourism, include detailed itineraries, images of romantic destinations, recommendations for promotional packages and exclusive travel recommendations for specialized magazines.
The important thing is to maintain a personal and personalized touch so that the chances of spontaneous dissemination on any communication channel are positive.
How to make a press kit?
To create a quality, creative press kit that will attract the attention of the media, it is essential to follow a few steps. Check it out!
1 – Plan and set a goal
Creating a well-produced corporate press kit helps your brand gain visibility. Therefore, before creating the promotional material, keep in mind the purpose of sending it.
2 – Create content that informs and delights
The press release is the heart of your press kit. So write clear text that tells the story of your announcement. Include relevant information such as:
who is making the announcement;
what is being advertised;
important dates and times;
event location or product availability;
why material is important.
In addition to the press release, write a belgium business fax list company summary and highlight the brand's vision and values.
To make your material creative and memorable, add quality images, demonstration videos, and links to social media profiles. Product samples or freebies can also make a difference in the composition of the kit.
3 – Define dissemination strategies
Establishing strategies to publicize the event or product press kit is important to focus on qualified people who speak to your target audience .
So, have an up-to-date list of media contacts that includes celebrities and influencers relevant to your industry. Send out the kit early enough so that the content can attract attention and the publicity can happen spontaneously.
4 – Personalize the delivery for each recipient
Whenever possible, adapt your press kit. Showing that you have researched the details about the media outlet, specific column or influencer who will receive the material makes all the difference.
Taking this care shows that you value their work and understand the type of content they produce.
5 – Follow up
To ensure that the media receives everything correctly and is therefore interested in your story, be sure to follow up with all contacts, whether by email or phone call.
In addition to reinforcing your company's interest in relationships with influencers, with follow-up, you provide additional information, clarify details and offer help for any specific needs that arise.
Also check out what a media kit is and tips for putting yours together:
What are the benefits of using the media kit?
A good press kit strategy includes several benefits, such as strategic investment, authentic and natural exposure, increased sales through the media, reinforcement of the brand's reputation and multiplatform visibility.
Check out each of these advantages in detail.
1 – Strategic investment
The idea behind the media kit is to include influencers so that the material created can be shared spontaneously. Thus, the strategy offers a more economical solution when compared to advertisements in large media outlets and traditional advertising.
According to Async Labs , when analyzing TV and online advertising, television commercials, for example, cost thousands of reais. A well-designed corporate press kit, on the other hand, achieves good coverage and requires a much smaller investment, as it involves the creation of digital material.
2 – Authentic and natural exposure
With a quality media kit, that is, informative and visually appealing, the chances of influencers sharing your information are high.
This way, your brand gains prominence in the media and on social media without having to pay for advertising. Spontaneous coverage, in addition to being genuine, better engages the public and generates natural recognition around your business.
3 – Increase in sales
Whether in articles, influencer posts or reports, the visibility generated by the media reaches new customers who may be interested in the products or services offered by your brand or company.
In addition to attracting new consumers, this type of exposure encourages current consumers to make new purchases.
In the past, it was a material used especially by journalists, who received and promoted the service spontaneously. Today, it is sent to both celebrities and influencers.
If you are a businessman, entrepreneur or work with a brand, understanding the relevance of this concept for media promotion is very important.
This is because it is through this strategy that the brand's history is known, as well as the services and purpose of the mailing, be it the promotion of a new product, opportunity action or inauguration.
To better understand what this form of marketing means and everything that involves it, you're in the right place. In this post, you'll learn what a press kit is, how to make one, the benefits of using one, practical examples, and the difference between a press kit and a media kit.
Enjoy reading!
What is a press kit?
A press kit is an action used by marketing to present a company or service to the media. It generally includes a press release (cover letter), photos, digital media, folders and gifts that express the characteristics of the project.
The information contained in the cover letter is what sparks the interest of the media and, consequently, the spontaneous dissemination of the material sent. In addition to the written content, it is also essential that the kit contains interesting elements that express the value of the proposal.
Therefore, with the emergence of new professions, such as digital influencers , the press kit has evolved and market dynamics have changed. Today, focusing on influencers who have thousands of followers and who speak to your target audience is more advantageous for promotion.
So, think of your media kit as a welcome package, whether you’re launching a new product, opening a new store, or hosting an event. And it’s important to tailor your materials to different audiences.
If you have a clothing brand, for example, in addition to information about the company or action, send high-quality photos of the latest collection, detailed descriptions of the pieces, press releases about the inspirations behind the creations and usage tips for fashion bloggers.
Or, if you work in tourism, include detailed itineraries, images of romantic destinations, recommendations for promotional packages and exclusive travel recommendations for specialized magazines.
The important thing is to maintain a personal and personalized touch so that the chances of spontaneous dissemination on any communication channel are positive.
How to make a press kit?
To create a quality, creative press kit that will attract the attention of the media, it is essential to follow a few steps. Check it out!
1 – Plan and set a goal
Creating a well-produced corporate press kit helps your brand gain visibility. Therefore, before creating the promotional material, keep in mind the purpose of sending it.
2 – Create content that informs and delights
The press release is the heart of your press kit. So write clear text that tells the story of your announcement. Include relevant information such as:
who is making the announcement;
what is being advertised;
important dates and times;
event location or product availability;
why material is important.
In addition to the press release, write a belgium business fax list company summary and highlight the brand's vision and values.
To make your material creative and memorable, add quality images, demonstration videos, and links to social media profiles. Product samples or freebies can also make a difference in the composition of the kit.
3 – Define dissemination strategies
Establishing strategies to publicize the event or product press kit is important to focus on qualified people who speak to your target audience .
So, have an up-to-date list of media contacts that includes celebrities and influencers relevant to your industry. Send out the kit early enough so that the content can attract attention and the publicity can happen spontaneously.
4 – Personalize the delivery for each recipient
Whenever possible, adapt your press kit. Showing that you have researched the details about the media outlet, specific column or influencer who will receive the material makes all the difference.
Taking this care shows that you value their work and understand the type of content they produce.
5 – Follow up
To ensure that the media receives everything correctly and is therefore interested in your story, be sure to follow up with all contacts, whether by email or phone call.
In addition to reinforcing your company's interest in relationships with influencers, with follow-up, you provide additional information, clarify details and offer help for any specific needs that arise.
Also check out what a media kit is and tips for putting yours together:
What are the benefits of using the media kit?
A good press kit strategy includes several benefits, such as strategic investment, authentic and natural exposure, increased sales through the media, reinforcement of the brand's reputation and multiplatform visibility.
Check out each of these advantages in detail.
1 – Strategic investment
The idea behind the media kit is to include influencers so that the material created can be shared spontaneously. Thus, the strategy offers a more economical solution when compared to advertisements in large media outlets and traditional advertising.
According to Async Labs , when analyzing TV and online advertising, television commercials, for example, cost thousands of reais. A well-designed corporate press kit, on the other hand, achieves good coverage and requires a much smaller investment, as it involves the creation of digital material.
2 – Authentic and natural exposure
With a quality media kit, that is, informative and visually appealing, the chances of influencers sharing your information are high.
This way, your brand gains prominence in the media and on social media without having to pay for advertising. Spontaneous coverage, in addition to being genuine, better engages the public and generates natural recognition around your business.
3 – Increase in sales
Whether in articles, influencer posts or reports, the visibility generated by the media reaches new customers who may be interested in the products or services offered by your brand or company.
In addition to attracting new consumers, this type of exposure encourages current consumers to make new purchases.