Editors and journalists work with press kits that are several dozen or even a couple of hundred pages.
Can you count the pages in your own press kit?
If you were to write your own press kit, what might it look like? How long would it be?
You don’t have to worry about this too much if you’re only creating press kits for the press you expect to work with. But if you’re creating a press kit for your business, your website or your blog, or any of the other products you make, you have to create a press kit.
You don’t have to put in 20 years of your personal work experience to do a press kit.
But you do have to get your ideas out there and be visible and have a public presence.
You also have to provide the content that editors and journalists expect to see in a press kit.
The press kit template I made up in Photoshop is called “Press Kit Generator,” and it’s free to use.
It’s not a finished press kit. It’s not a work-in-progress.
It’s not really polished or professional. But it’s got enough functionality and professionalism to be a good jumping-off point for getting started on creating a press kit.
It’s been through several press kits. It’s gotten some great feedback.
I’ve learned a lot about what editors and journalists want.
But, at the same time, it’s not a finished product. If you were to create a press kit from scratch, you wouldn’t use it.
You’d need to make changes to it.
To be clear, I don’t think you should create a press kit to have a press kit. It’s not a good idea.
I think you should create a press kit if:
- You think that there will be press opportunities for you as a result of your work.
- You think that there are people in the press who are interested in talking to you and learning about what you do.
- Your company makes products or services that you think would be of interest to the press.
If you get paid to do any of the things you’re going to talk about in your press kit, then it’s ok to create a press kit.
If not, you don’t need to create a press kit.
But the point I want to make here is that you don’t have to have a press kit if you’re going to publish press releases and other outreach materials to the press.
Some of the biggest mistakes people make when they create a press kit are doing it just to fill their autoresponder with press releases.
That’s a recipe for disaster.
You want to use your press kit as a tool, not as a vehicle for generating press releases.
Instead of telling people what you’ve been doing, you can send a press release that highlights the information you’ve included in your press kit.
To create a press release, use the press kit template that I made in my template library. The press kit template is useful because it has the media contacts included, and it has the key accomplishments you want to share with the media.
The media contacts and accomplishments can be boiled down to two sentences that summarize your work. That’s more than enough information to get people’s attention.
When you want to send out your press release, use your press kit’s title as the headline.
You’re better off creating a press release that you can send to the press rather than creating a press kit you can share with the press.
Sending out a press release is great because it gives people an update about what you’re doing. And if the press release reaches a sufficient number of journalists, you can book an interview.
There are two types of media: print media and online media. You want to make sure that your press release gets published in print media.
Online media can be an experiment.
The key with online media is to have an editorial calendar. Ensure that you have a timeline that gives you enough time to contact journalists and get interviews scheduled.
You can make a media calendar for yourself with Google Calendar and the media calendar tool in Google Search.
To use the online media calendar, create a calendar that you can share with your colleagues.
Attach the media calendar to your email signature or to a slide that you use in your presentations.
When you find an opportunity to do an interview, make sure you take advantage of it.
Sometimes people put a lot of time and effort into creating a press kit, and they end up doing the same thing repeatedly: sending out a press release to the press.
When you want to create an outreach campaign for the press, you want to do something new and different.
Instead of creating a press kit, you’ll want to write a press release.
Creating a press kit can be a good idea if you need to send it to a press with unique resources or a quick turnaround.
But if you’re trying to get press attention for a high-profile project or organization, a press kit is an unnecessary tool.
Instead, try to find ways to get press attention for your organization. Maybe you can write a blog post about a new research project.
Or maybe you can send out a press release to a local newspaper.
Even if you’re not able to generate press, sending out a press release can be beneficial.
First, it can get the word out about what you’re doing. If you’re a nonprofit or startup, journalists might be interested in reading about you.
Second, it’s an easy way to get journalists on your email lists so that you can stay in touch with them when there’s an opportunity to do an interview or an event.
Simultaneously, a press release might have to compete for attention with other news stories and other organizations. If you’re trying to get a more general readership, a press release may not be the best approach.
To get a wider audience, you should focus on creating an outreach campaign instead of a press kit. You can still create a press kit if there’s a specific project or a specific interview you want to create.