Creating a press kit for your Kickstarter isn’t about throwing a series of documents at the nearest reporter and seeing what sticks. In fact, that’s actually one of the fastest ways to ensure that whatever purpose you intend for the press kit to be ignored.
No, to create a press kit you’re going to put together various bits of information, including your press release and information on your team. A press kit builds on your crowdfunding press release and creates an entire media hub. If this press kit is for a product then you’re also going to need some images to go with it.Download a PDF version of this article to keep on your computer.
For the purposes of this article, we will be focusing on creating a press kit for Kickstarter campaigns.
Step 1: Create Your Press Release
First, and most importantly, you’ll want to write a press release for your Kickstarter campaign. The press release should concisely detail the product your Kickstarter campaign is pushing. It should also be written like a journalist would write. That means it should tell a story but should do so in a short format.
If necessary, hire someone to write the press release for you. The extra expense now might save you a significant amount of time and money (and pain) later on.
Step 2: Organize Campaign Images.
You’ll need some very good high-quality images of your product for the press kit too. And high-quality typically excludes smartphone images, unfortunately. That’s not to say that all smartphone cameras are bad, but typically speaking they don’t have the image quality necessary for this purpose. Instead, you should try to get images from a dedicated camera if the product is a physical one.
If you don’t have a prototype of the product already made then you can use renders of the image instead. All you need to do is open up whatever modeling software you used to make a model of the product and render some images from it. Preferably images should be taken from multiple angles and include some of the more important components if the product has multiple components. Make sure your images are optimized for Kickstarter’s width.
Or, if you’re Kickstarter project is for some form of software, such as a video game, then you’ll need a logo image and some images of the UI. The product doesn’t need to be finished as long as you have an idea of what the end result will look like and a good artist to render the image you see in your head.
Step 3: Fact Sheets and Team Information.
Now you need a fact sheet and some information about your team for your product. The fact sheet should contain simple facts in an easy to read format. It should be even shorter than the press release and include only facts about the product or your plans. There’s no need for speculation here.
The team information sheet should contain images of the team captioned with their name and purpose in creating the project. At the very least it should include one person because Kickstarters aren’t run by no one.
Ideally, a quote sheet should be included to give the people reading your press kit an idea of what your team thinks of the project and each other. If you are the only team member, don’t fret. Just make sure to be careful about what to say for your quotes if you decide to include a quote sheet.
Step 4: Host the Press Kit on a Website
Now you’ll need to find a place to host the press kit files. It’s typically better to use a website and digital press kits because you can save a lot of time and money on the kit while also reaching a much larger audience. That much larger audience will translate into higher views of your Kickstarter page and could increase the amount of funding you receive drastically.
You’ll want to shop around for various sites to host your press kit on. A blog on Tumblr wouldn’t be a good idea for hosting, but a file sharing website would. There are many free ones that provide enough storage space for a press kit, which should be relatively small (even with the high-quality images). Try Google Drive or Dropbox to start.
Step 5: Ship to the Press.
Now you’ll want to take the link to your press kit and begin shipping to the press or other influential members of whatever your target audience is.
You may enjoy the crowdfunding tools to help you get press.
But don’t just send the link and hope that it gets read. Most people, especially the more popular ones, aren’t going to open random links that get sent to them.
Instead, you should send out feelers to those people. Send a very short pitch to them and see if they’re interested in more. If they are, then you can send your press kit. Once they have it, let them look it over for a bit.
If they’re interested, then ask them to disseminate the information to their fans. The press kit should contain everything they need to put together something for their fans, be it a video or a news article. And don’t forget to include a link to important places like your campaign website (if you have one) or your Kickstarter campaign page.
Congratulations. If you made it this far you’re probably on your way to success. Good luck with your press kits and your Kickstarter campaigns!