By Nikki Carlson, co-founder/co-president of ChicExecs Retail and Strategy Firm

Media coverage is powerful because it tells potential customers that you’re trustworthy. If you snag a feature on Good Morning America, people automatically place their trust in you. This is a recipe not only for more customers, but also increased sales and brand longevity. 

The thing is, it isn’t easy to get high-profile coverage for your brand. 

Instead of trying to go viral, make it easier for journalists to cover your brand. The key to getting featured on TV, in magazines and on news sites is to put your best foot forward with a digital press kit. 

What is a press kit?

A press kit tells journalists and other media professionals about your brand. It’s a comprehensive, all-in-one guide with everything they need to know to write about your brand. 

Traditionally, press kits were printed booklets or pamphlets. You had to pay a ton of money not only to print the kits, but also to mail them to media professionals. Fortunately, today most journalists want to see a digital press kit. Create an area on your website called “Press” where the media can access your information. 

A good press kit matters because it makes it as easy as possible for journalists to write about you. Media pros work on tight deadlines and have a lot of stuff going on, so the easier it is to check out your brand, the better your chances of scoring a feature. 

Here are four essentials to include in your digital press kit.

Press kits help you send consistent information to the press, media pros, bloggers, influencers and more. This makes it easier to score good press that builds your business organically. 

Not sure what to put in your press kit? The right mix will depend on your company, but here are a few components to get you started. 

1. Company Bio

Your company biography is the story of your brand. 

Why did you create the business? What’s your mission? What do you do? How are you different from other brands on the market? Your biography should give the media a high-level view of who you are. 

You don’t have to write a novel here, though. Bullet points make your press kit easier to skim, which journalists appreciate.

2. Facts & FAQs

Use this section to showcase your brand’s impact. Talk about your number of customers, total fulfilled orders, years in business and any other data that shows off your company. Try formatting this data infographic-style to keep the press kit visually engaging. 

A FAQ is also good to include. If your business is more complex and you often find yourself fielding certain questions, add them to your press kit FAQ. 

This ensures every member of the press has consistent information about your brand. After all, you don’t want a journalist spreading misinformation.

3. High-Resolution Images and Video

Remember, the press kit is all about putting your best foot forward. That means it’s time to whip out your good, professional photos. The media will use images from your press kit for their features, so be sure to share flattering images. 

You’ll also want to share hi-res files of your logo with a transparent background. This makes it easier for the media to create custom graphics for a story, if needed. 

If you have videos or filmed interviews, be sure to share them on your press kit, too. Simply embed the videos on the page to give the media a good understanding of your brand. 

4. Past Press Coverage and Press Releases

Create a section in your press kit for previous press releases and news coverage. 

Press releases help journalists see exciting updates from your brand, like a new product release or change in location.

Past news coverage helps the media understand that your brand is legitimate and newsworthy. Remember to add the logos of any media outlets that feature you, both on your main website and on the press kit.

What’s the bottom line?

Remember, creating a press kit won’t automatically guarantee news features. The good news is that it can greatly improve your chances of getting a feature, so it’s worth the added effort. 

Every business is different. Put together a digital press kit that showcases your brand in the best way possible. Control the narrative around your brand no matter where you show up in the media with a quality press kit.

Nikki Carlson is co-founder/co-president of ChicExecs Retail and Strategy Firm. She has over 21 years experience in PR/marketing.

Published on: Sep 20, 2019
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.