How to Build a Startup Digital Press Kit
A digital press kit is a means to introduce a startup to its industry, consumers and members of the media. It’s an effective way to make sure these stakeholders have a thorough understanding of what a company does. A digital press kit — including a social media news release and social media newsroom — also provides journalists background material they use to write stories about the company.
When creating a digital media kit, you can view those created by other companies. Although an innovative approach will make your company’s press kit memorable, it’s best to rely on best practices that are represented in the digital media kits of industry leaders. Once the resource is complete, you can make it available for download as a zip file on your Press or About Us page.
A digital media kit should include these elements:
- Company overview. This section describes what your company does, the company’s history and its strategy to achieve future objectives.
- Executive biographies. This element provides an opportunity to put a human face on your company by making available biographical information about your executives. You might provide videos and audio clips, in addition to photos and the biographical sketches, which the press can incorporate in articles or blog posts. You might also provide links to executive profiles on social sites, including LinkedIn and Facebook, as well as links to resources on the YouTube and Flickr websites.
- FAQ sheet. This resource quickly communicates what makes your company unique. Using a question-and-answer format, you can give the reader an overview of your company.
- Media coverage. You show that your company is relevant by securing reprint rights and providing digital copies of the company’s current media coverage. As an alternative, you can provide links to webpages where the press mentions your company.
- Contact information. This information is your preferred means for the press to contact your company. At a minimum, you should include links to your Facebook page, your Twitter stream, and your YouTube channel.
- Company logos. The company logos should be available in different formats, such as .jpg and .eps.
- Demo video or screen shots. These resources quickly convey important information about your company and its products or services.
- Customer testimonials. This resource personalizes your company’s offering and confirms its value…namely, its ability to solve a problem or meet a need.
Journalists and bloggers can write about your company only if they have an understanding of who you are and what you do. This is where an effective press kit comes in handy. By making information accessible and interesting, you increase the probability you’ll receive the press coverage you desire.