How to Make a Press Kit and Increase Your Media Coverage

How to Make a Press Kit and Increase Your Media Coverage
ByDanica Djokic
October 15,2021

The consumerist society we live in has no time for subpar advertising. Businesses need to stand out from each other to remain competitive and spread the word about their brand and products. 

Having an informative and easy-to-navigate press kit is a way of compiling all the relevant facts, figures, and photos about your business so that journalists can cover your product easily. We’ll explain how to make a press kit and make the hectic daily tasks of journalists more manageable. Give our guide a read and see if you can get some ideas for boosting your business this way. 

The Evolution of the Press Kit

Good press coverage starts with providing the correct information in a timely manner. A press or media kit is a document that showcases all the assets of your business and products: essential information and figures, relevant photos and videos, logos, and other data necessary for journalists to learn about your brand. A well-designed electronic press kit or  EPK with product samples is a keystone of successful advertising. 

Components of a press kit haven’t changed much, but the format has evolved over the years. In the beginning, companies distributed them in the form of a floppy disk with promotional materials and brand information, packed alongside a newspaper or magazine. Press kits soon became available as PDF files attached to emails, but as you can imagine - PDF documents are not exactly journalist-friendly. They tend to be clunky, aren’t indexed by search engines, and you can’t update them with new information quickly. 

That’s why switching to modern electronic press kit formats was a huge step forward. EPK can be stored on your online newsroom or company’s website so that it can be easily reachable. Many companies have them available on CDs, DVDs, or USB flash drives. Instead of digging for information, journalists can craft a story with a quick glance at your EPK. So, why not use cutting-edge technology to make your business shine? 

Press Kit Know-How

A neat and digestible press pack that contains all the information relevant to your business is essential for boosting sales and brand awareness. Here’s how to make a press kit that will help you showcase your product and mission to the journalists and, therefore, to a broader audience.

Find your inspiration

Whether you already have an idea or wish to start from a blank canvas, the internet has you covered. Numerous websites offer professionally designed artistic templates available for editing; Canva, Envato Elements, and Creative Market are just some of the big names that provide users with customizable and downloadable press kit templates that can pique everyone’s interests. 

All you have to do is search by platform, aesthetic, color, task, or mood to get the free sample document. Then just download it, and open it in your editor of choice. Make sure to change the font, size, or sub out the imagery for a handcrafted feel. There you can also take a look at some of the most representative examples of EPK files and see if you can get some inspiration. Some websites even offer the option of creating your own logo. Once you pick your style, you’ll be up and running in no time. 

What does a press kit include

Now that you’ve got the ball rolling, it’s time to update and personalize all the sections within the EPK template. Here’s how:

  • Make sure to input your contact information, website, email address, location, and telephone number; most journalists will probably want to reach out to you to get more details or clarification about some of the sections. A good idea will be to include the contact of your marketing manager, if you have one so that they can provide all the necessary data upon request. We recommend posting social handles in this section so that you can be tagged in the story once it goes live.
  • Digital press kits should include a brief company overview that will showcase your mission and achievements. Post a 50-to-100-word description on the top of the front page that will explain your business’ background, products or services, mission, and goals. Some of the helpful information you might want to add are the founding date, target market, locations of your branches, and company size/number of employees.
  • Company facts are a must; including at least ten bullet points in your press packs will make it easier for journalists to tailor their stories. Making a basic press kit requires only the most important information and figures about the company, telling statistics such as revenue growth or the number of customers you serve. You can talk about products, employees, clients, milestones, and sales that best represent your brand. 
  • What is a company without its workforce? We’re pretty sure that the journalists who research your brand would appreciate and welcome a more personalized approach to a media kit. That’s why you should include team member bios with the individual's career history and achievements. Start with the CEO, president, executive managers, and then move on to the others involved in the product making and selling. To customize the press kit template, add professional headshots.
  • Finally, don’t forget to check your grammar and spelling before you post anything. Adding appropriate spelling and capitalization of your company’s name would also be a valuable asset to your EPK. Make sure to specify how you want it to be printed to avoid misspelling and confusion.

Product Information

That’s why we’re all here, right? The focal point of your media kit should be the products and services that you offer to potential customers. Since you need journalists to land free promotions, you can make their job easier by including clear and simplified descriptions of what you’re selling. List all the features that set your product apart and display all of the pricing tiers. 

When you create a press kit for your enterprise or startup, listing all the valid prices won’t be enough. The ever-changing nature of the market requires constant checking and updating of the fees, features, promotions, and sales. If you’re sending physical press kits, pack product samples with them to make an impression, especially if you’re selling cosmetics. 

Branding and Media Assets

Content publishers will appreciate it if your press pack contains high-resolution and downloadable logos and marketing images of your brand, along with branding guidelines. A good idea would be to have those with a transparent background and different shapes and sizes so that they can be used right away, without much ado. 

Another thing that a well-designed press kit should provide is links to media assets such as positive media mentions, high-resolution photos of the products, professional videos, testimonials, interviews, and other sources. They should be downloadable or grouped in a file-sharing service for hassle-free use. Make sure you neatly label them and mark folders. Let’s not forget the most critical asset - past press releases, as they can give insight into the background and context of your business.

Miscellaneous 

Every PR campaign is different; creating a press kit can go in different directions depending on the product and service type, business goals, and market characteristics. If you adapt it to your audience’s interests, you can get a more specific response and target potential leads better. For example, an EPK for bands should contain additional materials such as discography, tour dates, and recordings of the band performing. An artist’s EPK has to include past exhibitions, images of previous artworks and installations, and art samples. 

Another good idea would be a list of noteworthy awards and recognitions that can showcase your brand properly. Having nonprofit and volunteer involvement on your press kit page would set your business apart by showing that profit is not your only goal and your company is also socially responsible. Finally, some brands like to encompass their mission statements and quotes in articles and reviews. Remember to put in only the essential extras as journalists are usually in a rush and just skim through the content searching for important information.

How to Promote Your Press Kit

Now that you’re all set and have all your promotional material packed in the media kit, the next step would be to make sure it is easy to find on your website. One option is to distribute your press kit. In a world of digital technology, there are many electronic services that make their distribution easier and give old-fashioned  a boost. If you prefer traditional ways, here are some tips to get more press coverage

  • Send your digital media kit to influencers and bloggers to share and discuss with their audiences;
  • Distribute it to the newsroom channels, but make sure to send it directly to journalists too, as newsrooms might not cover the story. 
  • Promote your press kit on social networks you have access to, with one or more photos attached and a brief and catchy description.
  • Consider investing in targeted ads on social media to reach specific news networks. 
  • Publish your press kit on a webpage under the “press” tab in the navigation menu, as this allows interested journalists to find the information on their own.

Putting together a press kit is a daunting but rewarding task. You need to have eye-catching content, engaging photos and videos, relevant information briefly packed in a well-rounded package, and a detailed product description. Having a media kit is just the first step that’ll make it easier for journalists to understand and pass on your story. However, it’s up to you to amp up the press coverage for your business by reaching out and distributing it wisely.

FAQ
What goes into a press kit?

Knowing how to make a press kit can be a game-changer. The first step in the process is to choose a suitable template. Then, to showcase your brand, make sure to customize it by adding your contact details, business overview and company’s facts, team members’ bios, media assets, and relevant additional information.

What exactly is a press kit?

A press or media kit is a document or a file that showcases your company and products/services by listing all the critical information and figures, relevant photos and videos, logos, and other data. It is intended for journalists to learn more about your brand.

How much does a press kit cost?

Even though a press kit template is usually free or relatively inexpensive, you’ll have to ask agencies for help if you opt for professional press packs. Creating a decent one will cost you anywhere between $3,000 and $10,000, depending on the quality and scope, so if it fits your budget, go for it.

How long should a press kit be?

The main goal of the press kit should be to provide a brief and informative overview of your business and its main products. We recommend a length of one to two pages. Depending on how long you’ve been in the market, you might have difficulties cramming all the info you want into that limit. Adding a third page could be a good idea… just don’t overdo it.

How do you make a digital press kit?

First of all, you’ll have to choose a template and then customize it with information relevant to your business: company’s history, contact details, facts and figures, team’s bios, brand logos, and media assets. Once you’re done with the basics, you can further customize your media kit with additional information such as awards, nonprofit and volunteer involvement, mission statements and quotes.

What makes a good music press kit?

We went through all the essential assets for a good EPK. Now, here’s how to make a press kit for a musician; aside from all the steps mentioned above and bullet points that you should include, a good music EPK needs to have some additional assets. We recommend adding a discography, tour dates, and recordings of the band performing. If you’re distributing a physical media kit, then pack along a CD with some sample music.

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By Danica Jovic · November 12,2021
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Additionally, we’ll share some tricks and tips that can help you streamline your shipping process and boost customer satisfaction rates.  Shipping Methods and Rates The first you need to know regarding eCommerce delivery strategy are the shipping methods and rates. Although free eCommerce shipping is praised as a solution for boosting clients’ satisfaction, there are also other methods that you can use to increase satisfaction rates. Let’s start with free shipping and then discuss the other shipping options.  Free shipping According to the latest statistics, 90% of customers say that free shipping is the main reason they choose to shop online. Furthermore, over 60% of prospective buyers abandon shipping carts if there are shipping costs. Therefore, free shipping is a must if you want to stay competitive. We all know that free shipping is not really free, meaning that someone has to pay for it. 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Do that as soon as possible to keep your customers satisfied.  Tips and Tricks  Assembling a good shipping team, providing reasonable eCommerce shipping costs, and having good customer support are all part of a good shipment strategy. In addition to these, you can adopt many other methods that will keep your customers satisfied and help you manage your budget more efficiently. Here are some more things you can do:  Pack your products properly Before shipping a product to your customer, you need to package it properly to keep it safe from transport damages. There are several shipping options at your disposal, depending on your product type and area of delivery. There are different types of envelopes and boxes, made from materials that protect your product during transportation. You could also consider a reverse dropshipping service if selling high-quality products to customers outside the US. eCommerce shipping options for packages depend on the size and weight of your product. You should keep your packages light and small because the size or weight of the box will also determine the price. If you have several products in different sizes and shapes, consider having separate packages for each of them.  Use local delivery  We already explained the benefits of having multiple carriers. Additionally, you can add a local delivery company to your carrier list. It’s a proven delivery method, and many small businesses use it to ship items to their local clients.  Set the area for your local delivery by adding zip or postal codes. This way, your customers will be able to select it during the checkout. If you want to provide the best shipping for eCommerce, keep the local delivery free for at least some of your products.  Get insurance  In addition to tracking orders, many carriers offer shipping insurance. 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By Danica Jovic · November 12,2021
Many will say that shopping from the comfort of your home is the best way to shop. Luckily, many merchants jumped on board and seized this opportunity - which is why we can now shop without having to get out of our pajamas. Catalogs moved to the internet, and eCommerce (short for electronic commerce) allows you to have everything delivered to your doorstep with just a couple of clicks. ECommerce is one of the biggest industries these days, weighing trillions of dollars. If you are interested in selling your product or service online, you might be wondering, “How does eCommerce work?” Let’s dive in and explain this skyrocketing market in detail. What Is eCommerce? The simple definition of eCommerce is that it is a business model that allows people to buy and sell products and services on the internet. Nowadays, you can buy almost anything through your computer, tablet, or mobile device. It's this convenience that's making it one of the fastest-growing markets. 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You have to attract them, so catchy and carefully planned eCommerce marketing will be crucial to your success. Once customers start shopping on your site, they’ll have to be able to order and pay you for the products. You’ll also need to put some security measures in place, as you’ll be dealing with a lot of sensitive information. Figuring out how to get the product to your customers’ doorstep is the next link in the chain. You’ll typically need to sort out a fulfillment method and shipping, unless you are selling digital goods. ECommerce sites also have to handle returns and, if applicable, warranty claims. To do this, you need to find a way to provide support to your customers. In a regular brick-and-mortar business, you have shop assistants to accommodate your buyer’s requests. You can rely on email, phone calls, online forms, or live chat. Depending on your business model, you might want to add additional features for a better user experience and more satisfied customers. How eCommerce Works Typically, your customers will land on your site with some help from the search engine where they looked for a product you sell. They could have also clicked on a paid ad, social media image, or received a recommendation from a friend. Your eCommerce site then presents them with your listed products, with images, descriptions, and prices. The customer browses, selects the product they like, and places them in their virtual shopping cart. If they decide to make a purchase, they will head on to the check-out page. There, the shopper completes the check-out process. They add their payment information and finalize the transaction. The order is then processed by a payment gateway, for example, your bank or PayPal. This step provides secure payment processing. In the meantime, your website provides the customer with information about their order. It could be estimated shipping times, postal tracking numbers, or other information they need to track their purchase. As mentioned, the next step for ​​eCommerce services is order fulfillment - or the actual process of getting the goods delivered. Depending on who stores and ships the product, it could be an in-house team or outsourced to an order-fulfillment company. Of course, the last step is the product arriving to your customer’s address. You want to ensure that the customer is satisfied with the product and service provided, so you might forward them a survey inquiring about their impressions once the order is delivered.  Types of eCommerce Your business model when setting up an eCommerce company will typically fall under one of the four main categories: B2C (Business to Consumer) The first type of eCommerce we’re going to cover here is the B2C model. It’s the one people are most familiar with: A business sells directly to consumers; Amazon is a great example. B2B (Business to Business) The business-to-business model is one where a company sells to another company. Outside the internet, we associate this business model with wholesalers. However, it’s also used by companies that sell ready-to-use software to other businesses, for example. C2C (Consumer to Consumer) The C2C model was popularized by digital commerce platforms that allow regular Jos to sell products or services to other regular Jos. Some good examples of the C2C model are eBay and Etsy. C2B (Consumer to Business) This model is used when a business extracts extra value from its consumer base, like when influencers get paid to promote a product, or customers agree to share their data for market research purposes in exchange for discounted goods. To make understanding eCommerce easier, let’s discuss the different shapes these models can take: Of course, the most common kind of eCommerce is retail - businesses selling directly to their customers. But, there are also wholesale eCommerce sites that sell products in bulk, as well as stores selling digital products to companies and consumers alike. On a whole different level, dropshipping businesses work together with wholesalers, so they don’t have to handle inventory and shipping. Subscription-based eCommerce websites recurrently sell the same product on an agreed schedule. Of course, people can also offer their services on eCommerce sites. Overall, eCommerce can take many forms. As long as someone is selling or buying something via the internet - it is eCommerce. eCommerce vs. Traditional Stores There are many benefits to starting an eCommerce business over opening a brick-and-mortar shop. For example, your reach will be much broader. Expanding your business globally is also much easier to do online, as you won’t be limited to the customers in the vicinity of your physical store. What’s more, one of the many benefits of eCommerce is that your overhead costs are typically much lower. Not only do you get to avoid rent, but your transaction costs will also likely be cheaper. Also, with this type of business, you can rely on different inventory management software for help, and outsource your customer support, instead of having to hire employees. If you decide to join the eCommerce system, it's good to know that the right software can automate many aspects of your day-to-day business operations. For example, with the dropshipping model, entrepreneurs don’t even have to handle inventory or shipping. All the dropshippers need to do is forward the order to their supplier. With eCommerce, there is also no limit or rule on what you can sell. Just like you could order an entire house to be shipped to you by mail via a catalog back in the day, the same goes for eCommerce. Golf clubs, children’s Halloween costumes, plants, or candy - if you can think of it, there’s someone on the internet who’ll want to buy it. Speaking of customers, starting an eCommerce business means earning regulars quickly, thanks to the wide selection of software that can help you establish a connection with your customers. There are also tools to provide excellent support to your buyers and have them rely on you for your product or services for as long as you are in business. However, there are also cons to this type of selling. It takes a bit of a tech-savvy customer to shop online, which narrows the customer base slightly. Also, people might feel reserved about shopping online because they can’t touch or see the product before purchasing. Lastly, there is also the lack of personal shopping experience that some people appreciate. Lastly, the biggest issue is security: eCommerce stores are often targets for hackers, and your customers’ personal and payment data can be in danger unless you introduce strong safety measures. How to Start an eCommerce Business Starting this type of business is no mean feat. You’ve got many things to check off your to-do list before the launch: The first step is, of course, figuring out what you would like to sell. Are you going to offer physical or digital goods, or your services? How will you obtain the products - are you manufacturing them yourself or relying on a wholesaler for your inventory? Once you have these basic questions answered, it is time to research the competition and their prices, and crunch the numbers. This will also allow you to see how saturated a particular niche is and find out what you can do better to rise above other eCommerce companies. It will also give you a great insight into the prices you can expect to charge and pay for running your store. You should use this information and the information on how much it will cost you to fill your inventory to gauge your margins. If the idea is viable, and there is a market, then it is time to start working on your store.  How to Build Your eCommerce Store Typically the first step is to define your eCommerce store’s name. You should have a domain name pinned down before you get down to building the site. Your domain name should match your store's name, and should be descriptive of what you’re selling, so take your time with it. You also want it to be memorable and, most importantly, unique. Building your store is the next step. You can approach this by using an eCommerce website builder or relying on an eCommerce platform to help you get set up. Your store should be easy to navigate, have detailed descriptions of the products, excellent visuals, and a simple payment process. Making your eCommerce web design as memorable as possible and adding as many payment options as possible is a good idea. You should also consider adding features that will help you maintain and promote your store as effortlessly as possible. For example, tools for promo codes or options to start eCommerce sales without changing the price for each product manually. Once your store is complete, it’s time to find your customers. Start by working on your SEO first, then start advertising. There are many marketing approaches you could take, from social media and email marketing, to paid ads. Which one will work best depends entirely on what kind of product or service you’re selling and who your target customer is. Understanding who your perfect customer is will help you narrow down your eCommerce marketing to-do list, and significantly increase your revenue. Even after the launch, your job is not done. You need to keep an eye out on your store’s KPI, conversion rates, and overall performance at all times, and look for room for improvement. You might need to find cart-abandonment solutions, or improve your support system. You’ll also have to manage inventory, negotiate with wholesalers and suppliers, and provide support to your customers. And if you want to have many new customers at all times, marketing never stops, either.
By Vladana Donevski · November 04,2021

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