How to Create a Press Kit That Gets Publicity for Your Business

Getting your business or product featured in a major publication is huge. Imagine the largest publication in your industry or even a local news affiliate giving you free press. Now imagine the kind of exposure and traffic this would bring to your business.

Getting mentioned by established websites allows you to borrow the trust of those publications. It gives your online store social proof when you place their logos on your website. The result? More sales.

How can business owners make it easy for websites, magazines and publishers to publish a story about their business?

With an amazing press kit.

Table of Contents

• What is a press kit?
• What do press kits include?
• More ecommerce press kit examples
• How to get press for your ecommerce business

What is a press kit?

A press kit, also known as a media kit, is a page on your website that contains resources and information for reporters and publishers. The best press kits make it really easy for reporters to quickly learn about the product and brand, and access photos and marketing materials they can use.

By providing a press kit, you’re saying, “Hey, we love press, here’s everything you need to put your story together as well as how to reach us.”

A press kit isn’t strictly for reporters or major publications, either. Anyone who wants to talk about or promote your business has the tools they need to do it effectively. Whether that’s someone with a podcast, someone with a personal blog, or even just someone sharing your story in an online community.

“Press validates a brand and what customers have heard through word of mouth,” Sara Spiegel says, owner of boutique PR agency, Sara Spiegel PR.

But even an amazing press kit doesn’t guarantee press for your business; it just makes getting press a bit easier. When you’re networking and reaching out to publications, you’ll always have your media kit to refer to and share with reporters. When you do some of the work for reporters up front, they’ll be more receptive to your pitch for press. Plus, hey, it looks professional.

The rise of the digital press kit

Digital press kits are a common and convenient format to create and distribute content for press, especially in the ecommerce space. Simply create an easily accessible press kit page on your website so reporters can find it. You might not want to put a link to it in your main navigation, but it’s a good idea to include a “Press”, “Press Kit” or “Media Kit” link in the footer of your website. Most reporters and publishers will know to look for it there.

You can also put your digital press kit on a flash drive or USB. Give these out at events where the press has a presence so they can easily access all the files later on. This is also an easy way to distribute high-resolution images without having to download/upload large files.

What do press kits include?

What you put in your ecommerce press kit will vary depending on your business and what you have to work with. There are a few essentials that I recommend as well as a few “nice-to-haves” if you want to create one of the best press kits out there.

Essentials for your ecommerce press kit

• Your story: This is your why. Share your story, how your business came to be. Tell reporters a little about yourself and why you’re doing what you’re doing.
  
  In this press kit example from Annmarie Skin Care, they share their story, mission statement and process, which gives press an insight into who they are as a brand.
  
  

• Company facts: How many customers have you served? How long have you been in business? How many units have you sold? Where’s your business located? Where’s your product manufactured?
  
  
• Large, high-resolution images of your logo, branding and products: Make it easy for content publishers to use your logo or create graphics using your logo by providing high-resolution options in your media kit. Provide high quality, high-resolution graphics that also include a transparent background to make your graphics easy to use for nearly any purpose, including print. If applicable, include a download to the raw, vector file.
  
  Check out this amazing press kit example from ecommerce brand Mantry. They have images prepped for print (which requires higher quality photos) and digital, all of which are downloadable from their site. 

• People on your team: If there’s anyone else in your business besides yourself, share their story, their role and how they got involved in your business. If you have an executive team, you’ll want to include their bios here.
  
  Melt Organic weaves their founders’ stories into the overall brand story in the following press kit example:
  
  

• Press release(s): If you have current or past press releases, include them. These could be new product announcements, updates about the company, partnerships and collaborations, etc.
  
  
• Samples of articles/press: Show reporters other articles and publications that you or your business have been featured in or talked about. This can include blog posts, interviews, magazine articles, articles on other websites, etc. This gives people interested in talking about your business something to work from. “Only share your best press,” Spiegel advises. “As the caliber rises, lose the stuff that’s not as valuable.”
  
  On Covry’s press page, for example, they highlight major publications that have featured their brand. These are easily recognizable and validate the brand.

Optional considerations for your ecommerce press kit

• Separate press/media email: A separate email address specifically for reporters, journalists or publications to contact you. For example: “press@business.com”.
  
  This ecommerce press kit example from Method has their contact information with a dedicated media@methodhome.com email address.
  
  

• Name spelling/capitalization: If your business has unique spelling or capitalization, specify how you wish your brand name to be printed in your media kit. For example, if you are CompanyName and not Company Name or companyname, make it clear!
  
  
• Audio/video interviews or segments: If your business has been mentioned on a podcast, on the radio or on a local news station, link to the clip or embed the media on your ecommerce press kit page.
  
  
• Awards/recognition: Share any awards or recognition your business has received. This adds validity to your business.
  
  
• Non-profit and volunteer involvement: Include any charities you support or non-profit work your business has been involved with.
  
  
• Social media and other audiences: If you have an engaged social media following, email list or other well-established audience, highlight that here. Include both quantitative (number of followers, subscribers, group members, etc.) and qualitative (customer reviews, comments, etc.) information.
  
  
• Quotes: Create a set of canned quotes that the media can use in their publications. This can be both from your leadership team and your employees. This makes it easier for reporters to attribute direct quotes without having to reach out or coordinate an interview.
  
  In this press kit example from cosmetics brand LUSH, you’ll find a quote from their co-founder and managing director. 

• FAQs: Again, eliminate the need for back-and-forth with the press by listing commonly asked questions and answering them. This also keeps the information put out by the press consistent (and accurate).
  
  
• Product samples: If you can, include product samples in your physical press kits. Samples can go a long way in making an impression and proving your product’s value proposition.
  

More ecommerce press kit examples

If you need additional inspiration, check out some of these ecommerce businesses doing press kits right:

1. FiftyThree

2. Holstee

3. Pure Fix Cycles

4. jimmyCASE

5. LuminAID

How to get press for your ecommerce business

It’s your turn now. When you’re considering putting together a press kit for your store, think about the websites and publications you want to be on and what you can put together that will make it easier to get covered there. If you need help creating your press kit, try using an app to help generate a press kit for your Shopify store.

Remember that you still need to go out there, network and put yourself out there if you want to get press coverage for your business. A media kit only makes it easier for reporters to talk about you consistently and accurately. You still need to do the work to make it happen.

If you already have a press kit, share it in the comments below. If you don’t, leave your questions and I’ll be sure to help out; I engage and respond with everyone.

Editor's note: A version of this article was originally published in August 2015 and has been updated for accuracy and comprehensiveness.

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