In the world of media and newsworthy information, it is important that any company that wants to attract media attention: has a press kit ready. A complete press kit makes it all a little easier for journalists to publish about your company, and it ensures that they (can) do so with the right photos and images. In this blog, the step-by-step guide to creating a press kit for your company works:
Gather all the essential information around your company:
Before diving into the details, it’s helpful to first gather all the necessary resources. This includes high-resolution company logos, product images, photos that you use in your marketing (not stock photos that half the world uses), team photos and portraits of the people featured in your press releases. It would be great if you have these lying around in low and high resolutions for convenience.
Give the images clever names:
When it comes to images, you want what’s being searched for to be found quickly. Label each image – one at a time – with a concise and descriptive tag/name. Avoid generic names such as IMG-14.png or the date as a name; instead, choose specific tags such as “CEO Portrait NAME” or “Team Photo Complete 1.”
Size does matter:
Of course, you want your story to appear in a magazine or newspaper. What it takes in terms of imagery: high resolution logos and images. Think 300 dpi or higher and preferably in .ai or .jpeg. Add the same images/logos with a lower resolution (2 MB or less) that you save as .jpeg or .png.
Include latest videos:
Do you have company videos or videos of your service? Include these in the press kit as well. Upload these videos to YouTube (untitled if necessary) and include the URL links. You can also upload the videos in a folder. Make sure the videos have subtitles in the relevant language for your target audience.
Atmosphere images for broadcasters/TV:
If you have plans to attract the attention of broadcasters – television, it may be wise to add atmospheric images in the press folder. This is also called B-roll material in English. These are atmospheric images of your company, your work and what makes it clear what you do. You put it in the folder as an MP4 file with images without audio or subtitles. This B-roll material adds some more depth and imagery to your story and helps with any broadcast.
Showcase the main characters of your corporate stories:
Add high-resolution portrait photos to the press kit of the founder, CEO or spokesperson or whoever else answers the phone when the media calls. Make sure these images are available in both high and low resolution – and, of course, royalty-free.
EXTRA: 7. Team photos (only if you have good ones):
While obviously not mandatory, team photos can help tremendously in telling your story. Add group photos to the press kit with high resolution and low resolution of your team members. The title says – only if you have good ones – by that I mean: only if the group also shows what you stand for. First of all – make sure it is a professional photo and shows the diversity of your team. Is it not there yet? Do something about it first!
EXTRA 8. Create concise founder biographies:
Compile short, impactful biographies of your company’s founders. Think about about 120 to 175 words. It is helpful if these biographies tell the important accomplishments, expertise, and vision behind the company.
EXTRA 9. Create a fact sheet:
It’s not very Dutch, but it can work great to just list all the facts. Think of some questions and answers about your company around: funding, valuation of the company, who are the spokespersons/who the spokesperson is, service(s), company address and social media links. For a journalist to take a quick look and form a better picture of your company.
Note: 10. Keep updating the press kit – tis never finished!
A press kit is not a one-time creation and you are always finished with it, quite the contrary. Review and update your press kit regularly with the latest information so that journalists have access to the most up-to-date photos and information.
By following these ten steps, you can put together a brilliant press kit that makes you stand out immediately among all those thousands of companies. Make it easy for journalists to find the right information and download the right images royalty-free. As a result, a publication may go ahead or become bigger because you provide the right images.
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