What is a press kit

Create press kit - content, structure and format

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In addition to the official and official papers, a press kit is one of the most important documents that a new company founder needs for a successful start. It serves to present the newly founded company and your own business idea in a compact form, optimally prepared for journalists and editors. With a good press kit, entrepreneurs not only ensure positive and detailed mention in the press, but also reach new customers as well as new investors or sponsors for their own young company. To do this, you should have well-prepared information ready in advance and thus make the press as much easier as possible.

A press kit can be used in many ways

Nothing is more important than beating the drum after founding the company. To do this, you should also contact the local media and possibly also consider reporting in national media. Inquire with the relevant editorial offices whether they are interested in a publication and whether you can send them a press kit. With convincing press material, the first step towards publication has already been taken. In addition, these folders are also an effective advertising medium at trade fairs, for example.

Content of a press kit

In order to make a good impression on the press, you should be able to present a complete press kit. There are a few points to note here and no important documents and information to be forgotten.

Your press kit must contain at least:

  • Table of Contents
  • Press release (s)
  • Information about your company
  • Images with meaningful image descriptions
  • Other materials such as statistics, product descriptions and more

With the table of contents Make the work of editors much easier. This gives them a quick overview and can find interesting information straight away.

Of course, press releases also belong in a press kit. This special format must be well prepared, ideally so that editorial offices can print the information almost 1: 1. Older press releases give a good insight into all company news in chronological order. Instructions on what belongs in a good press release and how it is structured can be found in the specialist article “Structure of a good press release”.

Speaking of your company - information about it should definitely not be missing. Present yourself from the best side and give a concise and sound insight into your company and your business idea. The complete contact address (contact person, address, (mobile) telephone, fax, e-mail, web address) is an absolute must.

Many media - regardless of whether online or in print - want up-to-date images. Make sure you include high-resolution images and photos that you would like to see published in your press kit. Of course, you can also get by with material from picture agencies - but be careful: journalists also have these sources and use them. However, editorial offices are always looking for new, previously unused images and would like to have them printed free of charge. It is worth investing here and delivering a good, exciting photo that may even illustrate the entire subject. Even if your press release is not used - maybe the photo will be used and then you have at least published a picture credit. (Of course, you must also include this in your press kit for all photos.)

You can also add additional material such as statistics and evaluations to your portfolioto provide more detailed information. Well-made infographics in particular are welcome bonus materials in online editorial offices. However, these are seldom adopted in print products, where the CI of the newspapers usually provides its own design. Here it is the numbers that you can score with. The editors then use this to build their own graphics.

Structure of a press kit - these rules should be followed

In order for you to achieve the greatest possible success with your press kit and receive good PR, certain rules must be adhered to:

  • Although a press release is not subject to any time limits, it is nevertheless desirable to pay attention to a person's natural attention span. This is just under 15 minutes. During this time, an editor should have understood your portfolio and recognized its usefulness.
  • Always a good idea for start-ups: Briefly introduce yourself on a separate piece of paper and summarize the idea of ​​your startup in a structured manner. Briefly explain the most important facts about your company to potential investors and customers.
  • Use a simple sentence structure in your entire press kit, only a few foreign words, avoid inserting subordinate clauses and use an average of no more than 17 words per sentence.
  • Make sure your press release doesn't look like an advertisement. Press releases are not advertised and only report objectively about a company.

Scope, font, structure: formatting of the press kit

In addition to the content rules for writing a press release, there are also formal aspects. Although there are no 100 percent uniform rules here, your text must not look like "cabbage and beets".

Therefore, the following formatting is recommended:

  • Use A4 format for your press release.
  • This should be approximately one to three pages long.
  • The column width of the body text should be around 45 to 60 characters, with a 1.5-fold line spacing.
  • On the right side of the page, leave two to seven centimeters space for the editor's comments.
  • With the font, too, you should make sure that you use common system fonts such as Helvetica, Arial or Verdana. Make sure that you use formatting (e.g. bold, italic and underlined) to emphasize as little as possible.
  • There are also a few things you should consider when setting up the press release. As a rule, the headline and the first lines already decide whether a journalist will continue reading. Experts recommend answering the seven famous Ws (Who? What? When? Where? How? Why? What for?) Briefly and concisely.
  • In the running text, you should put the most important information at the beginning and end the text with "less important" aspects - editors usually shorten it from the back to the front.
  • In order to make the text legible and loosen it up, it makes sense to insert regular paragraphs and subheadings.

Storytelling - more than facts: let the professional do it

Not every entrepreneur is also able to design a structured and interesting press kit or press release (keyword storytelling: You can find out how this works for your press releases in the specialist article Storytelling: How to write a press release). So that you are on the safe side and nothing stands in the way of successful PR, you can consult a specialist if you do not trust yourself to design and fill a press kit yourself.

Special agencies offer a wide range of services, also for start-ups. In doing so, they use the many years of experience in the field of academic work. Because like an academic thesis, a press kit has to bring all the facts to the point, be well structured and coherent. In addition to thorough research, professionals also master the storytelling craft and package sober facts, evaluations and analyzes in challenging and interesting presentations.