When you launch a business, you already know there's competition. Small businesses must continuously find new ways to stand out. While they don't have the same big budgets as large corporations, digital marketing and public relations have made it easy to compete online and off. A good public relations plan should be part of any startup marketing strategy to help you build trust with your prospective customers and improve your reputation.
One of the best parts about public relations is that it focuses on earned media; you don't pay for anything. You may already have a product-market fit that allows you to stand out, or you may have just started your business.
Either way, you can build relationships with relevant journalists to try to get them to write a story about your brand or include your brand and its key stakeholders in a story.
Unfortunately, many small businesses don't know how to go about building these key relationships. Journalists might be interested in learning about your business if you're already doing something innovative.
Meanwhile, if you're fairly unknown in the industry, you must reach out to form these beneficial relationships. One way you can improve your brand awareness and help journalists learn more about you simultaneously is by using a press kit.
What is a press kit?
A press kit is an interactive page on your website where interested parties like journalists can go to learn more about your business. Digital press kits are preferred, but you can also send a link to your press kit or turn it into a PDF to use to build relationships with the media by cold pitching them relevant news stories that might interest their readers.
Any and all businesses should have a press kit because they make it easier to earn media coverage by facilitating relationships with key journalists in your niche. They should also be readily available online because you never know when someone is interested in writing a story about your business or its products and services.
Press kits vary depending on the company, but most of them use various tools to help journalists find the information they need for their story without the need to reach out to someone at the company.