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Startup toolkit: how to build your own press kit

June 4, 2024
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Why is a press kit important?

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  • Journalists are time poor: help them find the right information
  • How will they know the awesome things about you do if you don’t tell them?
  • Key terms and outbound links support your SEO

In other words, help people to spread the word by helping them to find you and tell them all about you.

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So, what needs to go into a press kit?

A downloadable PDF containing the following:

  1. About your company
    • Why what and how of your company
    • Key company facts
      • When it started
      • Size of company
      • Which markets you are in (or looking to expand to if you’re happy to share this information)
      • Awards and accolades
  2. About your team
    • Your team members
      • what they do
      • any notable prior experience if relevant
  3. Latest news
    • Latest features or company news in bullets
    • Case studies (notable brands that use your company and what they’ve previously said about your company - publicly or pre-approved)
  4. Contact details
    • Who to contact and how
  5. Press coverage
    • Links to previous press coverage (of all shapes and sizes, linking back to original pieces for SEO power - outbound links add authority to your Google ranking)
  6. Artwork (downloadable JPEGs)

A great tip from Lucy Wern is to send landscape photos to get more column inches!

  1. Logos
  2. Product shots
  3. Team shots

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