A successful PR campaign starts with a press kit that makes an impact. A press kit (or media kit) has to be memorable and impressive because it is usually the media’s first insider look into the brand. That’s why it is crucial that you clearly communicate the brands identity throughout the kit while providing all the essential information at the same time.
Like most things … press kits are now going digital. Not only will a virtual kit save paper, but now you’ll be able to show off your creative side. The content of a press kit may be the same, but now editors can access the information when they want it.
Essentials for a great press kit:
-An interesting interview piece about the brand founder. This can be in Q&A format.
-The Who, What, Where, Why, and How about the brand.
-Images that tell a visual story about the brand/collection.
-Product images and logo.
-A short video that sells the brand (under 2 minutes).
-Noteworthy press that is less than 6 months old.
- Include social media links.
-Capture the interest of the editor!
You can send a digital press kit through an email, but a more unusual approach would be to send a colorful flash drive. This will grab the editor’s attention more so than an email. In short, keep your press kit simple, current, full of relevant information, and make sure you include contact information.