How to Build Your Own Press Kit
You’ve assembled a stellar team, secured fundraising, identified your product market fit (finally) and business is up and ready to scale. Now, how about that press kit?
Your press kit will become one of the core tools for securing media coverage for your startup and can be especially useful in the early stages when you’re bootstrapping. Press kits take little time and resources to put together, yet can be invaluable for telling your story both to the media and to potential investors.
The information shared in your press kit can act as an effective snapshot for the current state of your company, which can quickly generate interest for inbound inquiries. Likewise, journalists who have little to no time on their side, will count on the materials in your press kit to save them hours of online searching for approved and high resolution images, biographies and stats of your startup.
So, what should you include? While the content will differ depending on your business and phase of development, the fundamentals should cover the following.
Make it Obvious
First impressions matter, so be sure that your website has a home for your press kit that’s clear and easy to find and navigate to from the landing page.
Have your two liner elevator pitch at the fore, explaining what you do, the problem you’re addressing and how you’re doing it. If a journalist is reading this, it’s likely they already want to write about you so no need to oversell. Keep it simple and to the point. Add to this your key facts:
- Date launched
- Fundraising history and investors
- Number of staff and offices, including locations
On top of these details, you can include complementary facts to build a narrative of growth:
- Size of the market you’re addressing
- Number of customers you have
- Your startup’s position in the industry
- Industry certificates or awards
- Revenue Statistics
- Growth Statistics
A journalist should never have to resort to screenshotting your website for images. Make sure your press kit includes high resolution pictures and your latest logos. These can include product screenshots, your team, offices and event appearances.
Pay attention to the title names you save them under, a journalist can work faster if the matching images and press release have coherent file names rather than numbers. Any video clips or segments you have can also be kept in another folder that is clearly labelled.
Keep your press releases organised together in one place, you can include older ones too as they can often set the context for journalists to demonstrate growth. We recommend a Google drive link set to ‘Anyone with the URL can access’, or a Cloud equivalent. If you’re unsure of how to write your first press release, we’ve also compiled some helpful starting points on what makes a good press release.
Whether it’s an internal team member or an individual of an agency, don’t forget to leave the name, title, email and phone number of the person responsible for media inquiries. Your press contact can be referred to using a variety of titles such as, head of marketing, key account manager, press officer or communications specialist.
Not every press kit needs them, but depending on your business you may choose to include executive bios, FAQ messaging and company infographics. Some products can be more complex than others (Software in particular) so anything that is simplified and provides clarity at a glance can be an enormous help.