Creator Guide: Building a Press Kit

Having a good press kit can make or break PR for a crowdfunding campaign. Here’s some simple steps to follow to create one that’s at least “not bad”.

Goals

The baseline requirement for your press kit is to make it as easy as possible for the journalist, editor, blogger you are contacting to cover your campaign.

  • Don’t make them chase you for media assets like video or photos.
  • Make it clear what your product is and how it should be described to their readers.

Exciting Touches

The icing on the cake of the press kit is something exciting, that will get them more personally energized about the product and make them more likely to promote it (or cover it at all).

A relatively inexpensive thing to do is build your press kit on custom-branded USB flash drives that match your design aesthetic. This also gives you the option to include higher-quality media or alternate files that you wouldn’t normally use.

Ingredients

Your press kit should include:

Press Release/One-Pager

Once you’ve worked through a messaging framework for your marketing, this should be straightforward. Unlike your campaign page copy, which will have much more detail, a good press release or one-pager explains only the most important aspects of your product, including:

  • A clear headline that explains what the “news” is.
  • A subhead that quickly explains the benefit of the product and who it’s for.
  • A short paragraph about the product and the problem it solves.
  • An overview of key features and highlights.
  • The funding goal and per unit cost before and after the campaign.
  • The URL for the live campaign page, and the time/ date the page will be live.

Linking

Provide the URL that the live campaign page will be published at, and the time and date that the page will be available, if it is not live at the time that you are releasing the press kit.

Video

You’ll need a concise (<2 min) video for your campaign. Ideally, this should be done with Vimeo or a similar service. If you would like the video to be syndicated by other publications, allow the video to be shared and re-embedded directly. Consider providing the embed code to do so. For more information, see our video creation guide.

If you have multiple videos, include each of them, along with a text label explaining the video.

Imagery

Provide images of every aspect of your product, from different angles. If you have multiple colors or SKUs, make sure they are all pictured. Include accessories and packaging if available. Also, it’s worth including a few semi-redundant images–e.g., slightly different angles of the same item–so that different outlets can use different images and put out a slightly less identical placement.

Once you’ve been approved to launch, Crowd Supply can help you create high quality, high resolution images.

For formats, you should provide, at a minimum:

  • Full-resolution JPEGs
  • Full-resolution TIFFs, either uncompressed or losslessly compressed. Consider using 16-bit TIFFs if destined for print.
  • Do not provide raw files: media organizations love uncompressed things, but nobody wants to have to actually edit your photos.

Packaging It Up

At a minimum, include all of this content on a single, static HTML page. Make the page as simple as possible: do not add other chrome or ‘fluff’. Make it easy for the editor to pick and choose the assets that they would like and download or embed them directly.

A good starting point is the Bootstrap 3 Basic Template. By combining this with image thumbnails and the “responsive embed” Bootstrap 3 component, this will enable you to easily create a fast and good-looking page that is viewable by editors, journalists, etc. on whatever device they have handy.

If you would like to send a physical press kit, include all of these files on a USB flash drive, with folders organizing the different types of content, and a README text file containing your text summary and a description of the other files.

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