9 Things That Must Be in Your Electronic Press Kit
Securing widespread press coverage isn’t something that happens overnight. Generating publicity requires planning, consistent outreach, follow-up, and dedication. However, before beginning any press outreach, an excellent starting point for your media relations strategy is creating the right digital collateral packaged in the form of an electronic press kit.
What Is an EPK?
An effective EPK (electronic press kit), like its printed predecessor, is designed to help members of the media develop stories related to your business, products, or services. Your press kit should contain all of the content a reporter, producer, or blogger might need to tell your brand story within their coverage area. The content will vary depending on what industry you’re in, the size of your business, and the type of media you’re targeting for coverage.
Your digital press kit can be created in a variety of acceptable formats—from a PowerPoint deck to a PDF file—however, a dedicated press tab on the company website is best, because it creates a one-stop shop for all your company information.
Whatever format you choose, be sure that your EPK is designed in accordance with the look and feel of your brand and that it’s easily shareable with the media. If you are creating a deck or PDF, be mindful of the file size. If your press kit incorporates large images, make sure to give the reporter a heads-up and send the file via Dropbox or YouSendIt to avoid any email issues.
While content might vary, there are a number of fundamental materials that should be included.
What Is Included in an Electronic Press Kit:
- Company Backgrounder
- Management/Staff Bios
- A Selection of Important Press Releases
- Products/Services Fact Sheet(s)
- Case Studies
- Noteworthy Press Coverage
- Industry Awards and Accolades
- Digital Artwork
- Contact Information
1. Company Backgrounder
The media needs to know who you are and what you do. This “about us” section should include all of the basics: who, what, where, when, why, and how.