Congratulations, your PR efforts are paying off! You are not only reaching your desired audience but are now also noticing that journalists are starting to show an interest in your project. We previously discussed how to write the perfect cryptocurrency press release to amplify your message and share your progress with the world. It is now time to supply journalists with the resources they need to follow up on the story, i.e. a press kit.
What is a Press Kit?
A press kit, sometimes referred to as a media kit, serves the purpose of helping reporters with the basic information to develop a story about your blockchain business, complete with accompanying media such as logos and images. Journalists utilize press kits to access those resources quickly and easily, as they know any information and media provided won’t need approvals from you that could potentially delay publication. In fact, this should be clearly mentioned in the press kit: that all resources are freely available for use without permission.
You can write press kits to introduce a speaker, promote an event or highlight a new product but today, we are going to focus on how to make a press kit for your blockchain business.
Compiling a press kit is not very complicated. In most cases, all the parts are usually already created in one way or another, ready for you to repackage them up in a single place.
This is a fairly comprehensive guide to cater to a wide variety of crypto businesses, service providers and product developers alike, so feel free to pick and choose what you feel best reflects your company. The fruit of your labor will hopefully be more press coverage and, with the additional exposure that comes with that, an uptick in sales!
What to Include in Your Press Kit?
– A Step by Step Guide
1. Start With a Bio
Reporters will want to get to know your business and your product. The introduction in your press kit is a good place to answer the first set of questions. We’ve talked about the 5W rule (who, what, where, when, why, and how):
- Who are you?
- What are you selling?
- Where are you based and where can a potential client access your service?
- When will it be available?
- Why is there a need for your product?
- How can it be accessed?
Please keep reading for a total breakdown of the bio:
- When did you launch?
- Where did the company start?
- Who founded the company?
- Why did you decide to launch your product? What need sparked the idea?
- Share how the business came about if there was a particular person or action that made it possible. A crowdfund could show a big interest. Backing from an organization could show that there was serious due diligence behind the project.
The current state of your blockchain business
- Share the location of your headquarters.
- It is a good idea to share the number of employees if you are a sizable team.
- If you operate outside the virtual world then share how many stores and offices there are and where they are located.
What you do
- Share a roundup of your products/services.
- Give a short pitch about your most notable product. Imagine that a journalist would use this information in the summary to an article. You can go into more detail in the following step.
- If sharing client names is an option then feel free to mention notable ones.
- The volume of customers served is great if you have been in business a while.
- Media loves company so mention if you have been covered by any prominent publication.
- Give a run down of your historical milestones: awards, launches partnerships, etc.
You can add information such as annual revenue especially if your company is publicly listed. A mission statement can also be added if it is important to show your values and plans for the future.
2. Introduce Your Flagship Product
It is time to share your flagship product in detail together with the most important features.
Make it as compelling as possible by sharing what makes your product unique. Do not overlook basic information such as where it can be purchased and the price of the product.
Bullet points are great to keep the information digestible for a busy journalist.
Briefly introduce other notable products in your press kit, keeping in mind that the text should remain fairly short. You can always link to other pages with more information.
Drive home the point with case studies, statistics and testimonials if you have some handy. Make sure that they are not too salesy as this may repel reporters from including it in their story.
Questions and Answers may provide necessary details. We operate in a tech savvy industry so feel free to share a short Q&A or FAQ; make sure that the questions are interesting for a journalist. Pick and choose rather than copying and pasting from existing ones.
Including a product guide featuring dimensions and all the tech specs is another good option, especially for physical products. Link to a comprehensive version to save space.
Provide a sample, if possible. Are you able to include a product demo in video format? Maybe a guest login or a free trial? If so, get creative to give reporters a real feel for your product or service.
3. Introduce Interviewable Team Members
Key members of your management are likely to get interview requests, be asked to attend speaking engagements or provide expert commentary.
Publish short bios with headshots from each person and feel free to link to articles, podcasts etc. that they have appeared in.
Quotes will provide depth and insight especially if the deadline is tight and the reporter won’t have time for an official statement of interview. You can learn how to craft the perfect quote in this recent post.
Make sure that the bio is about their current role and is tied to your company and product if a previous role is not of great importance.
Contact details are great if you feel comfortable, or you could share LinkedIn if you want to avoid spam.
4. Showcase Your Press Releases
A press release is an informational news announcement about an exciting milestone. You have hopefully had a steady stream of announcements sent out since the launch of your business announcing partnerships, new features, etc. Make it easy for a reporter to see an overview by showcasing them in your press kit.
Index the press releases by clearly listing the title so that the journalist can easily find what they are looking for. Link to the press release or show the image, title and summary in the press kit to save space. You do not have to include all of them; the most recent or newsworthy ones will do.
5. Show that You are Hot News with Press Coverage
Media loves company, hence featuring articles about your company is a great way to show a reporter that other publications have shown an interest. Furthermore, prominent news sites carefully select and use due diligence protocols when selecting a story which can offer some reinsurance and establish you as a thought leader in your field. Make a habit of adding new press releases as you grow.
Articles are subject to copyright laws. You are free to link to the article and mention the news site’s name but you require permission to share the logo, re-publish or manipulate the article in any way. When in doubt, ask the news site. Some news sites may ask for a fee but if it is a notable one, it can be worth considering paying that fee. Keep the article selection up to date and relevant to your current situation. After all, a 5-year old article about winning a competition might inadvertently reflect poorly on the progress you’ve made since.
6. Show Your Trophies
Awards and patents are relevant so do not shy away from showcasing them as they can further establish you as a leader in your field and a valued contributor to the cryptocurrency ecosystem. Make sure to update this section in your press kit each time you score a new win!
7. Bring on the Graphics
By now, you have provided a good chunk of information that the media can use to write their story. It’s time for some icing on the cake with some media-ready graphics. Make sure that you own the copyright to all graphics including the right to share and reprint!
Good quality graphics are a worthy area to invest in. Great digital assets to include are:
- High-resolution logos in different formats and sizes.
- Images of your product or service including screenshots from software such as an app. Images of the team and/or office.
- Explainer videos.
8. List Additional Resources
Include other resources such as other pages with information or a whitepaper in your press kit to make it easy for a reporter to dig deeper. Don’t forget links to your social media channels.
9. Be Prepared for Inquiries
You may already have shared contact details but you can also include a media contact at your company. Make sure that this person is easy to reach and able to answer quickly, ideally within a few hours to avoid missing opportunities. Reporters stick to strict deadlines so offer them multiple ways of contacting the person; including available platforms such as Telegram, email, and phone.
10. Location, Location, Location
You can make your press kit a part of your website by creating a new page for it or have it as a viewable and downloadable PDF document. The key is to have it clearly advertised; if it takes more than a couple of seconds to locate it, it’s in the wrong place. Journalists are busy and impatient. You want to cater to their needs by making your press kit easily available, compact and packed with useful information.