I recently collaborated with an upcoming jewellery designer to create a press kit for her new brand.
Working closely with the designer, we created a press kit that appropriately represented her new brand whilst providing the right amount of information to potential press.
The kit needed to be professionally presented and structured in order to brief the press but also to ensure the information was correctly communicated.
I used an 8- step structure to create the kit, which consisted of:
1. The Who, What, When, Where, Why and How of the brand
This stage involved gathering as much information as possible from the designer. I wanted to create something that would provide the press with an all-round understanding of the brand whilst maintaining the brand’s messaging, voicing and integrity.
Here, I began the press kit with an overview of the company and some background information, including the Who, What, When, Where, Why and How of the brand. I wanted to keep the press kit professional and accessible, as the whole point of a press kit is to ensure that the press can access the information they need quickly and easily.
This section included information about the jewellery collection, including what the jewellery items were made from and where the stones and diamonds were sourced from.
We then provided information on how the brand was launched and where the source of inspiration came from for creating the jewellery collection, followed by details about sponsors and exhibitions.
For section one, I also created a Mission Statement for the company, as well as a paragraph of text outlining the company’s vision.
2. Biography of CEO/founder
This section is all about the founder/founders of the company, as well as any notable execs who require a mention. For the jewellery brand, we focused on creating a biography of the jewellery designer, including how she became interested in jewellery and jewellery design/creation, as well as some background information on her work experience and academia.
A biography is something rather personal so you have to collaborate closely with each individual to include the information they wish to be included, in a manner that they are happy with. When working with the designer, there were certain aspects that she wanted to emphasise, and others that she didn’t feel were necessary to mention. We worked carefully together on this section to ensure the content appropriately reflected who she is and how she wants to be portrayed.
3. Any recent Press Releases
If you have any recent press releases, these need to be added to this section.
4. Product/Services Fact Sheet
In this section, I emphasised what sets this jewellery brand apart from the competition. We focused on some key areas of the jewellery that are unique, including where the inspiration came from four specific pieces, what each piece is made from and some specific details about the materials used to create each piece. We also mentioned where the items are available to purchase and some information about placing orders.
Of course, this section is unique to each brand and can be structured in line with your preferences. Some businesses prefer an ‘FAQ’ style factsheet – it is totally up to you. What’s important is that you collaborate with the writer to ensure the section is structured and written in a manner that positively represents your brand and provides all the information the press would require in a clear and accessible way.
5. Case Studies
If your business or brand has received any customer testimonials, these need to be included here. They must be professionally presented and directed at the media, but must not have any promotional ties (remember the press kit is for the media and therefore not for marketing purposes).
6. Any Noteworthy Press Coverage
If the company has any press coverage or up-to-date media (including relevant news) this is where it should be showcased. Anything that shows that brand/founder as an industry leader should be included here. When including press coverage, the name of the original outlet and a link to the original article should also be featured.
7. Industry Awards, achievements and accolades
Here we included any notable awards, achievements, mentions and accolades the brand has received, including a brief description of each. The purpose of this section is to highlight the brand’s importance in its field and position it as a company the media needs to know about.
8. Contact information
Finally, it may seem obvious but a press kit is not a press kit without some contact information! This section needs (at the minimum) an email address and telephone number, but it would also be worth adding a website address, physical address and some social media contacts.
Press kits are unique to each and every business, but this is the structure I personally adhere to when creating one. It ensures that information gets included in a consistent, factual manner that is easily accessible to the press, whilst giving an opportunity to showcase the brand and what makes it special.
If you’re looking for a writer to create your Press Kit or other materials, get in touch!