How to Create a Digital Press Kit
Words by The Folklore Team
Starting your own business can throw up some unexpected curveballs, especially when you come from a creative background. Accounting, hiring and managing staff are just some of the skills that you may have to develop very quickly to put your business in the best position to succeed. Marketing is one of the most important aspects of running a business that every entrepreneur has to master. Choosing a brand name, developing a brand identity and offering the best products are all well and good, but they don’t count for much until you can get your business right where it needs to be: in front of potential customers.
Not every brand can create a viral moment for publicity and gain lots of followers on social media but a good way to get the press, media channels and publications to share your work in a concise, professional-looking manner is by a ready-made kit that has all the right information in one place.
A press kit, which is also called a media kit acts as a mini portfolio of photos, documents and information that shows what you and your brand are about – it provides all the relevant details about your products or services, allowing websites, magazines or anyone who is interested to easily access marketing materials they can use to promote your business.
In today’s digital world, it has never been easier to create an electronic press kit that is available online as a part of your website. You can also save a digital copy as a presentation deck that is easy to share by email or electronic transfer platforms such as Dropbox or WeTransfer. Whether a brand reaches out to you about a collaboration or you would like pitch your ideas to other companies, a well-done press kit will definitely help you stand out from the rest.
What to include in your press kit
Your press kit should have the essential information about your business and what you offer, your founder bio, contact information and social media channels. You can go into as much detail as you like, stating the mission of your company, your values and inspirations, and background information that gives an idea of how and when it all started.
Images, Branding and assets
You should include high-resolution images of your products, your logo or lettermark, and collection lookbooks to make it easy for publications to download and use when they write about your company. You can also include images of yourself and/or your team, your office or studio space, and other visual assets that help create an impactful story about your brand.
If you have been nominated or, better still, won an award for your amazing work, then you should let people know. Include any proud moments and milestones throughout the history of your brand, such as any fundraising rounds, board appointments and partnerships with other renowned brands.
Have you been in the news before? Been interviewed for a magazine or website? Appeared on a podcast or panel? Include any appearances you’ve made as a representative of your company to show that other people have already been talking about you and your brand. These examples will also show that you have experience in giving interviews, and that you are open to being approached.
You also don’t have to be a tech whiz to create your own digital press kit. Platforms such as Canva and Adobe Portfolio make it easy by offering templates, fonts, graphics and color palettes to choose from. Once your press kit is complete, you can embed it on your website or download a digital copy that you can distribute to publications as and when needed. The only thing you’ll need to do is make sure you frequently update your information so that it is current and accurate at all times. Getting press coverage, networking and putting your business out there is a key part of increasing brand awareness and drawing in new clients. Now, you’re halfway there with a professional digital press kit.