Press kit ou kit ou dossier de imprensa, é uma ferramenta que visa divulgar informações sobre determinada empresa, marca, produto ou serviço específico.
A press kit is a tool that communication departments and public relations agencies develop with a set of promotional materials aimed at disseminating information about a specific company, brand, product or service. Being a support tool widely used in various communication strategies, the press kit is usually aimed at the media (hence the name press!), but it may also serve other purposes, such as presenting a particular business to potential partners or customers.
The main goal of building a press kit is to obtain visibility for a given brand, through the spontaneous disclosure of its services and added value to journalists or, more recently, Social Influencing personalities.
The truth is that the emergence of social networks has relegated to another plan the role of the journalist - his importance remains and is unquestionable, but his opinion making capacity has been changing, being sometimes more reduced, in contrast with the digital influencers, who have a growing marketing power. Note that even so, whenever a consumer seeks information and wants to corroborate the credibility of what he or she is reading, he or she seeks the information or opinion in a media outlet.
The great advantage of developing a press kit lies precisely in the structured spontaneity it offers. The press kit appears as an ideal solution to help publicize the company, also representing clear benefits to its addressee - which take shape as clear and succinct information about the company or brand, samples, products, relevant information on a given theme.
Developing a press kit is usually the responsibility of press relations teams, members of communication, public relations and/or marketing agencies. With regard to the various existing branches of communication, we can say that the press kit falls within corporate communication and product communication.
Press kits usually follow a certain kairos, that is, they take place in specific occasions and circumstances, such as product launches, the arrival in a new market, the inauguration of physical spaces, a thematic event, among others. Thus, it is important to adapt its content to the situation in question for which it will be used - in the case of a press conference, the press kit should include references to the theme it focuses on, which will serve as a basis for the journalists' preparation work.
Elements common to most press kits include:
- Brief introduction to the company's historical background;
- Business structure;
- Composition of the company's corporate bodies;
- Brief description of the areas and sectors in which the company moves;
- Financial data (reports and accounts, investment figures);
- Geographical areas where the company or brand operates;
- Information about your products and services (features, opinion articles about them, samples)
- Statistical data that may be relevant;
- Recent press articles, press releases;
- Image, audio and/or video files (photos, interviews, conferences, media coverage, performances, podcasts, ...);
- Graphic material (infographics, maps, advertising content, ...);
- Mention of recent awards, if any;
- F.A.Q (Frequently Asked Questions).
