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 to disseminate information about a specific company, brand, product, or service. As a support tool widely used in various communication strategies, the press kit is typically aimed at media outlets (hence the name press!) but can also serve other purposes, such as presenting a particular business to potential partners or clients.
The main objective of creating a press kit is to gain visibility for a particular brand through the spontaneous dissemination of its services and added value to journalists or, more recently, Social Influencing personalities.
The truth is that the rise of social media has relegated the role of the journalist to another level – their importance remains and is unquestionable, however, their opinion making capacity has been changing, sometimes being more limited, in contrast to digital influencers, who hold increasing marketing power. It should be noted that even so, whenever a consumer seeks information and wants to corroborate the credibility of what they are reading, they look for information or opinions in a social media outlet.
The great advantage of preparing a press kit lies precisely in the structured spontaneity it offers. The press kit emerges as an ideal solution to help promote the company, also representing clear benefits for its recipient – which take shape as clear and succinct information about the company or brand, samples, products, and relevant information about a particular topic.
Developing a press kit generally falls to press relations teams, integral 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 and product communication.
Press kits typically follow a certain kairos, that is, they take place on specific occasions and circumstances, such as product launches, arrival in a new market, the opening of physical spaces, a themed event, among others. Therefore, 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 on which it focuses, which will serve as the basis for the journalists' preparation work.
Common elements in most press kits include:
- Brief introduction to the company's historical background;
- Corporate structure;
- Composition of the company's corporate bodies;
- Brief description of the areas and sectors in which the company operates;
- Financial data (reports and accounts, investment values);
- Geographic areas where the company or brand operates;
- Information about its products and services (characteristics, opinion articles about them, samples)
- Statistical data that may be relevant;
- Recent press articles, press releases;
- Image, audio, and/or video files (photographs, interviews, conferences, media coverage, performances, podcasts, …);
- Graphic material (infographics, maps, advertising content, etc.);
- Mention of recent awards, if any;
- F.A.Q (Frequently Asked Questions).
