How to Build a Press Kit and If you Really Need One.

EPK, media kit, and press package are a few of the names by which the press kit goes.

Do you need one? Absolutely! Whether you’re a major brand or a small business, having a curated collection of assets that you can digitally share to potential partners, be they journalists, influencers, affiliates or investors, can take the stress and guess work out of sharing your brand’s story by allowing you to have a cohesive, encompassing package at the ready that offers a bird’s eye look at your brand. Think of your press kit as a “101” intro lesson that explains who you are, what you do, and why you’re important.

Here are the key elements that every press kit should include.

Cover Page: Start strong with a great title page that features a striking image that shows off your brand. Make sure to include your brand’s logo and MEDIA KIT [or whichever terminology you prefer] on this page

Boilerplate: 2 – 3 sentences that offer high-level background information on your brand, who it serves and how it differs from the competition

Designer’s Note: Depending on the structure of your company, this can come from the founder, designer, or creative director of the brand. Include a brief bio including their professional background, why they founded the brand, their design philosophy and one or two quotes that can be used by press.

Brand Story: This is a more in-depth biography of your brand that offers an inside look at where you’re brand started, where you are now and where your brand is going. Tell your brand’s story in an authentic, succinct way that communicates your brand’s values, unique selling proposition (USP) and journey.

Seasonal Collection Imagery: To keep your press kit fresh, update the imagery you include every season to show off your latest collection.

Press Tears: Include any notable press tears or placements your brand has already secured. Keep it current – only include tears within the last 6 to 12 months, depending on how many placements you have to pull from.

FAQ: Include answers to your brand’s most regularly asked questions as they apply to your brand’s standards. Where are your products manufactured? Where is your brand available for purchase? If your brand is size inclusive, include what sizes your brand carries. If your brand is sustainable, include information on your sustainability practices.

Links to Socials & Website: Make it easy for viewers to connect with you online by sharing clickable links to your social media accounts and website.

REMEMBER: The reason you’re sharing your press kit is because you want to spread the word about your brand. Make accessing the assets you share simple and streamlined. Don’t expect the recipients to download multiple attachments; instead keep the process of learning about your brand stressless for the by compiling all the elements as a PDF and upload to your Google Drive or Dropbox so you can provide a link to view to anyone to whom you are sharing your press kit. Making your EPK easy to access and easy to navigate will set you apart and increase the odds of someone you’re cold contacting actually viewing your kit.

Elevate your PR Writing from Good to Great

The main reason any brand incorporates public relations into their overall strategy is to increase favorable awareness of their company and their latest offerings to both their target audience and their industry at large. At its core, public relations is a method of strategic communication between a company and the public used to build and maintain mutually beneficial relationships. To effectively communicate in the digital age, being able to craft meaningful, effective pitches and press releases is critical to a PR campaign’s success. Did you know that according to a study published by Inc., well-known, well-established, and well-capitalized businesses spend more than $3 billion annually to train their staffs in better writing techniques?

Good PR writing is a publicist’s job requirement, but great PR writing takes training, creativity and practice. Whether you’re new to PR or simply looking to elevate your skills, here are a few tips we’ve gathered that you can use to sharpen your PR writing for your next campaign.

  • Be Concise: Don’t use five words when two will do. Everyone is busy and nobody wants to read a 10 paragraph cold e-mail. Use the first paragraph of your email to briefly summarize why you’re writing. Who is your client? What do they do / why is it notable? What’s the call to action you are wanting the media contact you’re writing to take as a result of your email? We’re all busy, so make sure that the recipient can get the gist of what you want in the first few sentences.
  • Play Devil’s Advocate: Before you send out any pitch, ask yourself “why would anyone care about this”? “My client wants/needs press” is not a good enough reason for media to cover your client. Doing a bit of research and being able to frame your pitch in a way that is relevant and adds value will set you apart from your competition and make you a valuable media partner, as opposed to an annoyance.
  • Be Descriptive, but not Overly Heavy on Technical Jargon: It may seem counterintuitive or even contradictory to being concise, but without being overly wordy, make sure you are providing a helpful description of the brand and/or product(s) you are pitching. Remember, you live and breathe the brands you rep every day, but if a concept is new to market, there may be a learning curve for those who aren’t familiar to understanding. Try not to use too much industry-heavy terminology and explain in a straightforward way that would make sense to someone who doesn’t necessarily understand highly technical industry terms with nuance.
  • Proof Read before Sending: Spell check and grammar check are your friends. Make sure your email makes sense and don’t be afraid to read it aloud to yourself or others prior to sending. Remember, you only get one chance to make a first impression, so putting in the extra work to make sure your pitch is crisp makes a difference.
  • Be Collaborative: Be open to working with media when they have questions or need more information. Don’t get defensive if you receive pushback or requests for additional information, but rather see these instances as opportunities to educate more people on the brands you represent. It’s rare that a pitch leads to a direct placement on the first go (especially for newer brands), so be open to working with the media to provide the necessary tools to get your brand the media you’re aiming to secure.
  • Keep Learning: Stay current on industry trends for pitching media. Regularly read the publications in which you’re trying to secure placements to better understand the type of content they publish and how you can meaningfully pitch. Read books and blogs written by other PR pros for inspiration on how to be more creative and strategic with your pitches going forward and, when possible, press releases written by other brands in your area of expertise to learn from your peers.