While a press kit won’t automatically increase your chance of getting media coverage, it does make it easier for a journalist interested in writing about you. And, by the way, making a journalist’s life easier is never a bad idea.

Most small businesses are not very familiar with what a press kit is and how it comes in handy, so here is a quick run-down to help you decide if one is appropriate for your company:

Press kit explained

A press kit has everything journalists need to cover your pitch – right at their fingertips. The kit includes all necessary information about your company, its founders or management team, your news pitch, clients, etc. It also includes possible quotes for the journalist to use, product or service information, photos, historical information, or relevant key info relating to the topic at hand. Think of it as a bundle of important facts and notes for media outlets to quickly grasp what your company does and what makes it newsworthy.

Who can use a press kit?

Many kinds of businesses could benefit greatly from having a prepared press kit at the ready. Some of them include:

• Pre-money and post-money tech startups seeking media coverage to enhance fundraising
• Consumer product goods (CPG) companies interested in glossy magazine write-ups
• Emerging growth companies expanding to new locations and adding employees
• Innovative retailers with dreams of getting consistent news coverage
• Tech companies launching new software or hardware products that may require more background information than a press release
• Commercial real estate development companies in the habit of buying land for developments
• Restaurants or food trucks with a cult following and chance of getting featured on the Food Network

Other uses of a press kit

• Charity event to benefit a foundation
• Museums of all kinds
• New downtown condominium
• Opening of a new entertainment venue or sports arena
• Celebrities, rock bands and public officials

Worried you’re just a small business so you may not need one? Actually press kits are a great way to communicate what you do and share your “founder’s story” with all kinds of interested parties: media, customers, prospects, even job seekers. So don’t think small equates to insignificant or uninteresting in the eyes of the public.

Plus, with a press kit, you will have something of substance to share with a prospective journalist to make their job of writing about you even easier. What’s not to like about that?

Do you have any other clever ideas of how to use a press kit? If so, then feel free to share a comment below or leave one on our Facebook page!

To learn about our upcoming small business PR meetups, please visit our PR over Coffee website at: www.PRoverCoffee.com.

About Dave Manzer: In 2009, Dave Manzer founded Swyft, an Austin PR & digital marketing agency for startups and fast-growth businesses. His team specializes in highly integrated PR & inbound marketing strategies that help B2B tech companies around the world reach their goals in brand awareness and revenue growth. If you have any PR questions about your startup or small business, feel free to tweet him at @davemanzer or email him at dave@growswyft.com.