A press kit isn’t exactly the kind of bedtime story one would read before hitting the sack; in fact, who’s to say if it’s a story in the first place? It isn’t, but when it tells the media about any of your trade shows, it must become one.Yes, the media may be pretty much interested in knowing all about the show, and might even seek easy access to your press release(s), multimedia, bios, fact sheets, and other brand content, but unless you are good at weaving a cohesive yet meaningful narrative, chances are that your press kit won’t live up to the mark. In other words, you must learn (and possibly) master the art of storytelling, or else your press kit would gather dust. Sad but true. Here’s how you can come up with a page-turning version:
Avoid being a salesman for once
You may be tempted to make the newest product on offer the central character of your press kit, but do keep in mind that the media won’t take it well. You would unveil this product at the trade show, agreed, but what they are really interested in knowing is how it would change someone’s life or perhaps why should it excite the buyers? Yes, you must make a mention of your product, but at the same time, it’s imperative to ensure that the product doesn’t hog the limelight.
– Try and explain how the product is in sync with the relevant current events
– Talk about how your brand’s actions and offerings impact the community
As a storyteller, the first thing you need to learn or accept is that context is critical, and once that’s been established, it’ll get easier for you to uncover a unique story angle for your next press kit. Of course, it’s a possibility that you have no plans of launching a new product at the show, what would your story revolve around then?
– Shift the focus of your story to what the visitors or the attendees care about
– Do some research, and if your findings suggest that the visitors have an avid interest in knowing how committed you are to your values, it’s advisable to talk about your philanthropic initiatives, if any.
– On the other hand, if it’s innovation that piques their interest, play with words to convey that it was indeed the very basis of your company’s founding.
In short, don’t sell, inspire.
Step into their shoes
The media isn’t the only one keen on grabbing a copy of your press kit; the customers and the influencers attending the show may also look forward to it. Identify your audience, and figure out what could go down well with them. While some may prefer videos, others might be more receptive to text and graphics – curate your content accordingly. And for those who only understand facts and figures and would prefer data any day, you may hold back on your storytelling techniques for a while, and rather give them what they want. Doing so is important because your press kit needs to be shareable and it would only be so once it has a variety of content. On that note, using infographics and SlideShare is an also a good idea, and so is making a video with survey results.
Don’t be shy about promoting your press kit
You need to spread the word; amplify it. Share the message through multiple channels, if you want people to know about it. Get a digital copy made, even if you already have hard copies and/or USP versions – they aren’t that easy to distribute. You could also consider printing the link to your press kit on your business cards, or share it via social media – either way, you’ll be reaching out to a far wider audience.
Coming up with a good press kit is easy – tell your story, ensure that it’s not overstuffed with your company’s history or has some outdated media clippings, and you are good to go.