How can you create a press kit that will get noticed by journalists?

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A press kit is a collection of materials that showcase your film and its key elements, such as the synopsis, the cast and crew, the trailer, the poster, and the reviews. It is an essential tool for attracting the attention of journalists, bloggers, and influencers who can help you promote your film and reach your target audience. But how can you create a press kit that will get noticed by journalists and stand out from the crowd? Here are some tips to help you craft a compelling and professional press kit for your film.

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1 Know your audience

Before you start creating your press kit, you need to know who you are trying to reach and what they are looking for. Do some research on the media outlets and publications that cover your genre, niche, or topic, and find out what kind of stories, angles, and formats they prefer. Tailor your press kit to suit their needs and interests, and highlight the aspects of your film that make it unique, relevant, or timely. For example, if your film has a social or environmental message, you might want to emphasize that in your press kit and target media that share your values.

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Charlie T Savage

Annoyingly hilarious Producer, Coordinator and Screenwriter | California Film Commission
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Crafting a standout press kit involves creating a concise and attention-grabbing press release, supplemented by high-quality visual assets and a background document providing key information. Including compelling quotes, testimonials, relevant data, and a clear contact section enhances the kit's appeal. Organizing the content with user-friendly headings and ensuring digital accessibility on our website simplifies navigation for journalists. Timely delivery, aligned with our announcement, and proactive follow-up underscore the importance of responsiveness and relevance in capturing media attention. Keep creating :)

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Jonathan Paterson

Managing Editor, The News Movement
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Really understand the journalists and news outlets you are targeting. Journalists will have a good sense of who there audience are. It is important to remember that it's rarely one size fits all anymore. And there may be lots of different messages in your pitch that will work. It just takes a little more work finding the right one.

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Eleni Chalkidou

Director of Strategic Communications @Nishlis and Non Executive Director at EEMUA
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When we refer to the term know your audience, we often consider demographics ahead of a more targeted individualised approach. Think, do you prefer 100 likes and generic positive feedback from followers who are not actually that interested in your offering OR some constructive criticism from those who you already engage with, so you understand "from the horses mouth" what value you could be bringing to truly stand out. Knowing your audience isn't just about target audience but understanding the needs of your already existing audience.

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2 Make it easy to access

One of the biggest mistakes you can make with your press kit is to make it hard to find or download. You want to make it as easy as possible for journalists to access your press kit and use your materials. The best way to do this is to create a dedicated webpage or landing page for your press kit, where you can upload all your files and links in one place. You can also use a cloud service like Dropbox or Google Drive to store your press kit and share the link with journalists. Make sure your files are well-organized, labeled, and formatted, and that your webpage or landing page is user-friendly and attractive.

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Eleni Chalkidou

Director of Strategic Communications @Nishlis and Non Executive Director at EEMUA
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The aforementioned platforms including Google drive, Dropbox and dedicated landing pages, are of course viable options. I however find, where a niche is involved, approach the relevant journo directly. If your story covers the areas they'd usually be interested in by sending a DM on Social media with a two sentence synopsis can be much more powerful. Once the journalist expresses an interest, send more detail. It's the personal touch that really stands out.

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3 Include the essentials

Your press kit should include the essential information and materials that journalists need to write about your film, such as a catchy and informative title and tagline, an engaging synopsis, a high-quality trailer, a striking poster, a press release, a fact sheet, a cast and crew list, a director's statement, positive reviews or quotes from critics or audiences, and a contact sheet. The synopsis should summarize your film's plot, theme, and tone, while the longer version should provide more background and context. The trailer should showcase your film's style and mood. The poster should capture its essence and appeal. The fact sheet should list its key details such as genre, runtime, rating, language, country, and budget. The cast and crew list should introduce the main actors and filmmakers with their bios and photos. The director's statement should explain the vision, inspiration, and goals for the film. The selection of reviews or quotes should be from industry experts. Finally, the contact sheet should provide your contact information and social media links.

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Jonathan Paterson

Managing Editor, The News Movement
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Press releases matter. But it's likely a journalist will be seeking out images for today's storytelling. Easy access to multiple cleared images is vital for any journalist.

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Eleni Chalkidou

Director of Strategic Communications @Nishlis and Non Executive Director at EEMUA
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A press release as @jonathanPaterson explains is vital, as it's the backbone to the story you are sharing. Consider also, however, the impact of a brief social media post that brings breaking news. Social Media is nowadays a go-to for latest developments, news and trends. So, do not underestimate the power of interesting stories going viral. You can tag individuals too (journalists, media groups, etc) ps. Keep in mind the language to adopt would be different to the one used in a more detailed release.

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4 Be creative and consistent

While you want to include the essential elements in your press kit, you also want to make it creative and consistent with your film's brand and identity. You can do this by using your film's color scheme, logo, font, and style throughout your press kit, and by adding some extra elements that showcase your film's personality and flair. For example, you can include some behind-the-scenes photos, videos, or stories that reveal how you made your film, or some fun facts, trivia, or anecdotes that relate to your film. You can also include some interactive or multimedia elements, such as a quiz, a game, a podcast, or a playlist, that engage your audience and invite them to explore your film further.

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Susanne Lekeng?rd

Kommunikationschef / Head of Communications p? AB Stokab
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Think and act different to make the presskit stand out. In the digital era - why not send a traditional letter or even a small package ahead of time (or close to after sending the mail). Preferably it should be something that spikes the interest with the press kit - a small memorabilia that relates to the press kit’s content. For example/ if you are promoting flowers or talking about the climate - send seeds, clothes - send buttons. Your imagination sets the limit.

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5 Proofread and update

The last step in creating your press kit is to proofread and update it regularly. You want to make sure your press kit is error-free, clear, and accurate, and that it reflects your film's current status and achievements. You can use a tool like Grammarly or Hemingway to check your spelling, grammar, and readability, and ask someone else to review your press kit for feedback and suggestions. You should also update your press kit whenever you have new information or materials to add, such as new reviews, awards, screenings, or interviews. This way, you can keep your press kit fresh and relevant, and show journalists that your film is worth covering.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Jonathan Paterson

Managing Editor, The News Movement
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Look for the creative opportunities. Where does your product fit into all the other conversations going on in the world? Your project is precious. But if your project presents another way of developing an existing conversation, it is even more valuable.

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How can you create a press kit that will get noticed by journalists?

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1 Know your audience

2 Make it easy to access

3 Include the essentials

4 Be creative and consistent

5 Proofread and update

6 Here’s what else to consider

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