Creating a press kit for your Kickstarter isn’t about throwing a series of documents at the nearest reporter and seeing what sticks. That’s stratefy is actually one of the fastest ways to ensure that your press kit goals will be ignored.
To properly create a press kit you’re going to compile 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 in a journalistic style, meaning it tells a great, accurate story 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. 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 professional camera for a physical product.
If you don’t have a prototype of the product then you can use renderings of the item instead. All you need to do is open up whichever 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 the more important 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 user interface. The product necessarily have to be finished as long as you have a clear vision of the end result 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 for your product and some information about your team.
The fact sheet should contain interesting and useful facts in an easy to read format. It should be even shorter than the press release and only focus on 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. Even if you’re a team of one, include your own photo and bio. Kickstarters are not just the product, but the people behind them.
Ideally, a quotation 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. These quotations are valuable for journalists who will prepare an article without completing an interview. If you are the only team member, don’t fret. You can craft your own useful quotations, just do so carefully if you decide to include a quote sheet.
Step 4: Host the Press Kit on a Website
Once compiled, you’ll need to find a place to host the press kit files. It’s typically better to use a website and digital press kit because you can save a lot of time and money on the printing 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 your target audience.
You may enjoy these crowdfunding tools to help you get press.
Don’t just send the link and hope that it gets read. Most people in media, 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 audience or fans. The press kit should contain everything they need to put together a piece of content, whether it be 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!