No matter the size of your agency, it's always worth creating a press kit. Here's why you need one and what you need to include.
What is a press kit?
Press, or media kits help present and explain the main facts about your agency to the media. They are easy to read, disseminate and usually cover the regular, repeated questions you may get asked about the work of the agency and standard facts and figures.
Why do I need a press kit?
- Press kits present a professional and consistent brand image. Even if you feel you don't need one due to the size of your agency or the level of media attention you receive, it will always stand you in good stead to have a well designed set of documents that can be called upon in crucial moments or just day-to-day business.
- Press kits save you time and resources. If you have questions that keep getting asked by the media, then a press kit will save you time on responding to calls, emails and social media inquiries. It also helps save time for the media - which will only go to improving relationships rather than frustrating them.
- Press kits are available when you aren't. Even if the media can't get hold of you, you are able to provide them with standard information and statements until you can get back to their more specific questions.
- Press kits help you maintain control of your narrative. I there's a vacuum then the message could possibly be incorrect or misconstrued. The press kit ensures that there is consistent messaging and the quality of logos and images is always high.
What should I include in my press kit?
A press release boilerplate is simply a one-paragraph description of your agency and key information that goes at the bottom of a press release.
Team bios & quotes
Ensure that your leadership have their bios available along with two photos - one headshot and an alternative. Think about how they want to be perceived in the media and what is important to share about them. Keep it short, interesting and upbeat. Bios are not resumes - this is about them engaging with the public. Offer short quotes on certain issues that can add context for the media to use in reports.
Lines to take
There will always be certain issues and situations where you can be sure of your lines to take. Anticipate the questions the media could ask and then get these signed off and ready for them to find. If they then wish to follow up on an issue, they can do so, but these are incredibly useful - and consistent - in a pinch and on a deadline.
Logos and high-resolution images
Best practice would be to upload an SVG file, which will scale to any size with zero loss of quality – especially important if you're hoping to be covered by a print publication or a TV report. If you can't get SVG the next option is a PNG file with a transparent background.
Upload the largest version of your logo that you have. 1,000 by 1,000 pixels might seem huge to you, but if it's being used it print it will make a big difference.
The most important thing to remember is that if you provide the highest quality logo and images then you are less likely to encourage people to get them from an unverified source.
If this part is incomplete, the media will go elsewhere and find official and unofficial contact information for you and your team. Be sure to provide phone and email and any alternatives that are appropriate out of hours.
All your social media should be included here - but a word of caution, don't provide links to social channels that are rarely updated or have been neglected.
Videos & audio files (if appropriate)
Did you know that multimedia press releases get up to ten times as many views as those using text alone? Including images within your press release doubles the chance of it getting noticed; video quadruples it.
Whether or not you decide to incorporate video into your media kit will depend on your key audience and the sector in which you operate, but the simple rule is that if there's an opportunity to include video, do it.
Make sure the links are available to your YouTube channel or Vimeo. Even better, allow good video to be used by the media.