The Press Kit

Besides the business card, the very next important item in the startup’s arsenal is the press kit.   A press kit though more commonly used for product and event launches, may be used for a company which is just starting up. 

Image courtesy of www.songwritersmarketplace.com

The press kit is a ‘folder’ containing information about your business.  This may include your mission and vision statements, a company fact sheet including the year it was founded and by whom, as well as a synopsis of the products or services that the company offers.  Importantly, your kit should also include a well-written press release; something that a journalist can run ‘as is’.  Other items that may be included are: the company’s contact information, any publicity including previous ‘write ups’ that your company may have received as well as a list of frequently asked questions.

While the kit may be a physical document, in today’s digital world, your press kit must also be adaptable.  The new press kit is accessible and downloadable from your website in a user-friendly format such as a PDF; this is what is called an EPK or electronic press kit. 

Bearing in mind that the main purpose of the press kit is to get the attention of the media, it must be attractive and include images and videos where possible.  If your company is a manufacturing plant, images of the state-of-the-art equipment and ‘specialists’ at work also sends a positive image.

Your press kit is a key player in your overall PR plan.  The media is not the only group that can benefit from the press kit.  For another company seeking to do business with your company, you will come across as being organized and better prepared for business if you are able to reach for one complete document which provides all the information about your operation.

The long and short of it is that the press kit is synonymous to what a resume is for a professional.  A startup must utilize this and other methods to ensure that they are taking full advantage of the marketing resources available to them.