If you’re lucky, there will come a unique time in your startup’s life where reporters become interested in your product. First of all, if you’ve gotten to this point, take a minute to pat yourself on the back. It probably means your startup has made the jump from being a concept or idea to a successful business, and it’s not easy to get there.
But don’t spend too long patting, because you’ve still got a lot of work to do. You’re in the business equivalent of the red zone, but we all know that doesn’t mean you’re guaranteed a touchdown. Just ask the 2013 Patriots team about its heartbreaking playoff loss to the Ravens. If you don’t have some basic skills to get you across the goal line, all of your PR efforts could be for naught.
One of the most basic but essential tools every startup should have is a press kit. The benefits of press kits have evolved over the past several years. Before email, they served as a way to attract a reporter’s attention – they were physical documents with company information that were given to reporters in person (usually at trade shows) or sent via snail mail.
Today’s digital press kits essentially provide the same value – it’s a quick and easy way to give a third party (usually a reporter) more information on your company. They come in handy for networking events or tradeshows (especially if you can get some branded USB drives), or when a reporter simply wants more information, images, or video. In my experience, the following items are must-haves in any useful press kit:
- Executive bios: This might include the entire team for some startups – just be thinking carefully about who you want the face(s) of the company to be before including it here.
- Company backgrounder: Here’s a pro tip – limit this to a page, and cut out the jargon! Think about how you explain the company to your mother, write that down, and then refine it for structure from there.
- High-resolution images: This can include executives, a company logo, and product images. Believe it or not, the quality of the image can make or break a potential story on your company or product.
- High quality video: Everyone loves a creative, exciting video – just make sure it also explains the value of your product in a minute or less.
- Product(s) spec sheets: Any of the more complex details people can geek out over.
- Case studies: Reporters LOVE seeing tangible results from your product. I realize that this can be tough to swing as a startup, but don’t sweat it. This is more of a nice-to-have than a must-have. Also, if your customer is OK with a case study as long as they’re not named, there are subtle ways to describe them that leave little to the imagination.
- Contact information: It should go without saying, but working at a startup, you’re probably tired, so I am spelling it out for you. Also, make sure the contact is someone that actually sorts through their email and responds in a timely manner.
Of course, I am not saying that having these things will guarantee coverage – but it makes it a lot more likely if reporters have the basic information about you they need.
Lastly, it is important to remember that just because you have all of this awesome content organized and at the ready does not mean that you can or should send it to every reporter you think should be interested in your startup. Although Voltaire and Spiderman’s Uncle Ben were not referring to a press kit when he said, “With great power comes great responsibility,” it can certainly be applied here. Your startup is at a critical juncture. Although a press kit is an invaluable tool for exposure, it is simply that – a tool. You need to be strategic and avoid alienating members of the press that are not relevant to you. If you are not sure, you might want to get some coaching from a media relations expert to ensure that victory touchdown you’re banking on.