Why You Need a Press Pack: The Essential Tool for Maximising Your PR Potential

“The power of visibility can never be underestimated.” - Margaret Cho

Welcome to another insight from Visibility Made Simple! Today, we’re diving into the crucial role of a press pack in your PR strategy. If you want to ensure that journalists have everything they need to cover your story accurately and efficiently, then a press pack is your golden ticket.

Why You Need a Press Pack

Without a press pack, you could potentially miss out on fantastic media opportunities. It’s not just about having all your information ready, it’s about being prepared to respond at lightning speed. Journalists work to incredibly tight deadlines.  Having a press pack available immediately can literally be the difference between getting featured or being forgotten.

What is a Press Pack?

When you're pitching to the press you want to make things as easy as possible for the journalist you're contacting.  One of the ways you can do this is by providing a press pack which contains all of the relevant information they might need from you about you and your business to help them write their story.  This is a press pack, also known as a media kit. 

Think of it as your all-in-one resource that tells your business’s story, showcases your products or services and positions you as an expert in your field.

Why It's Important

Immediate Availability: Don’t wait for journalists to contact you. Having a press pack ready to go means you can respond to media requests instantly, ensuring that you don’t miss out on coverage because you were too slow to provide the necessary information.

Comprehensive Information: Your media pack should include everything a journalist might need to know about you and your business. This includes a succinct biography, high-quality images, detailed information about your products or service, and any relevant statistics or case studies/testimonials.

Control Your Narrative: By preparing a press pack, you control the story that’s being told about your business. You provide the facts, the quotes, the image, and the context, ensuring that your business is represented accurately and positively.

Enhance Credibility: A well-prepared press pack enhances your credibility. It shows that you are professional, organised and serious about your business. Journalists will appreciate the effort and are more likely to cover your story if all the information they need is readily available and easy to access.

Increase Media Coverage: The quicker and more efficiently you can respond to a journalist’s request, the higher the likelihood that your story will be covered. Press packs make it easier for journalists to feature you, thereby increasing your chances of getting media coverage.

What Should Be Included?

Your media pack should be accessible via a single link, such as a Dropbox file, and include the following:

Biography/About Us: A summarised document that includes your name, logo, positioning statement, mission statement, timeline of key events, important facts, testimonials, case studies and contact details.

Photographs and Images: High-resolution headshots, action shots, product/service images and your logo.

Video Content: Short promotional videos or demonstrations (if available).

Media Page on Your Website: Have you got a dedicated media page on your website?  Make sure to add a link in you press pack and include contact details, links to social media, testimonials and previous press coverage.

Final Thoughts

Having a press pack is not just about being prepared, it's about positioning your business for success. It's about making sure that when the opportunity arises, you're ready to shine. So, take the time to put one together. Your future self (and all journalists) will thank you!

If you’re ready to create your press pack or need help refining your PR strategy, don’t hesitate to reach out.  I’m here to help you harness the power of the media and elevate your business to new heights.

Until next time, Fiona Dwyer x