Prominently featuring a product in a relevant magazine or newspaper is still very good for your visibility and sales. Even in 2023. But how do you get into such a magazine without taking a big bag of money with you? Read on, because in this article you will find everything you need to know. In addition, you will receive very valuable information for your own press page, (online and offline) press kit and press release.
What is a press page?
A press page , page for the press or also called a news room , contains essential information for journalists: an overview of press releases, images, contact details, social media links and other relevant information about your company. A press page is a separate page on your website or webshop.
When Business Wire asked journalists which sources they turn to when writing an article about a company, these top 6 were:
- company website 92%
- press page 77%
- social media 42%
- spokesperson 42%
- trade magazine 41%
- blog 34%
So it's really important to have a press page. If a journalist does not immediately find the desired information on your site, the information is often obtained from somewhere else. There is a good chance that you will not be included in the article and you will no longer have control over the correct information.
How do you set up a press page?
A press page can be very simple and very extensive. It just depends on what you choose. To illustrate this, here are a number of press page examples:
- https://www.seepje.nl/pers
- https://www.stage-entertainment.nl/nl/algemeen-perspagina
- https://www.boerenbed.nl/perspagina
- https://www.fabiennechapot.com/nl/nl/press
This is the Ben & Jerry's press page , a good example and very complete.
What is a press kit?
A press kit , press kit or press kit is a bundled collection of promotional material about a company, organization or product that is distributed to the media. Distributing a press kit is often linked to a press conference, press presentation or product launch. But a press kit can also be found as a download on your contact or press page! This makes it easier for journalists and editors to obtain information about you and your company and with such a press kit you can control what they (easily) find out about you.
As an example, download the Happlify your life press kit here, which was created for the book launch at www.happlifyyourlife.nl .
What requirements must a press kit meet?
Let's put it in perspective, what is included in such a press kit?
- press release in Dutch (and of course also another language for foreign fairs/target group)
- photo material (possibly with link where to download)
- the (brief) story of the company or organization
- sales information
- contacts, including mobile number and email address
This is the basics, of course you can supplement it with samples, brochures and gifts, but don't make it too crazy and keep it relevant.
When you hand out a press kit offline at a trade fair to an interested journalist, also ask for the journalist's card and, for example, promise to digitally email the press release. A digital press release is much easier to process than a printout. Don't forget to save the address for your press file, another nice new press contact.
Here is another nice example of Fields of Joy festival, which has turned the complete press kit into one handy and clear PDF to download .
What is a press release?
A press release is a written message that is distributed by a company or organization to (news) media, in the hope that the content will be published by these media. The purpose of a press release is generally to interest or convince the public. Before an editorial team adopts a press release, the message must have news value.
What should you definitely not do with a press release?
A good press release is very important if you want to approach the press. A bad press release (spelling mistakes, too commercial or of no news value) is hardly published. What should you definitely not do?
- Write 'press release' in the subject of your email. Write in the subject what the press release is about to encourage the journalist to open your email
- no promotional texts, keep it as businesslike as possible. It is a press release, not a brochure or advertorial
- Email several journalists at the same time and display all addresses visibly, using the BCC if necessary. Even better: send as personally as possible
- mention the most important news last, start with this immediately and end with the least important information
- write a press release about something in the past, keep it current.
- Do not design the press release as an advertorial or brochure, stick to plain text in Word with possibly a logo and sample photo
- just add attachments, also paste the press release as plain text in the email, easy and quick for the journalist to read without having to open anything extra
- are unreachable while your mobile number is listed with the press release. Furthermore, make sure there is a clear 'note to the editor', so that your data is not published
- don't write full pages, keep it concise with a maximum of 1 A4
- forgot a clear headline or subheadings, which are very important so that a journalist can 'screen' the text
- do not write have/become/are in combination with a past participle, write actively, which is much easier to read
- also do not use jargon or marketing language
- Don't send emails that are too large, keep it under 2 MB with attachments and a link to a high-resolution image
- don't write y/you/yours or even worse: the I-form in a press release. Very confusing when it literally appears online
💡 TIP : would you prefer to have a press release written (or edited)? There are so many copywriters who can do that for you. For example, take a look at CopyRobin .
Shout from the rooftops that you're here!
As I indicated earlier, distributing a press kit is often linked to a press presentation or product launch. Therefore, write an attractive, press-worthy , short and general press release about your company and/or the products or services you sell. Keep it simple and preferably with one main subject. Link to your press kit in the message. Send this message to 5 magazines, newspapers or blogs that you would like to appear in. Do this with attention and preferably always follow up.
Does that scare you? Then start with the local fool. That's what I meant by 'Think local' and perhaps you can also send the message to family, friends and acquaintances and ask them if they would like to share it with their relevant contacts. In your inner circle (your wolf pack as I like to call it) the gun factor is high.
When Annemarie won a coveted Happy Stuff Award with her webshop Suez Thee, she was featured in the Noord-Hollands Dagblad and that did her no harm!
Another 5 golden tips for an online store to get into the press
- provide news value (such as a new product)
- ensure a good image (ambient image and free-standing image, in high resolution)
- make sure you have the right contacts (scour the magazines, who do you need to contact to get to the right page?)
- provide good accompanying text, such as a press release
- timing is everything
Show that your webshop or brand has been picked up!
Last but not least: will you be featured in a magazine and/or somewhere online? Be proud and grateful and show it! Like maison KOOS , for example, does with the help of Instagram stories. 
This guest blog post was created with tips and tricks from, among others, Marianne Sijberden of De Perswinkel - PR Agency for brands and web stores) De Persbeeldwinkel is an online database full of high-res press images. Editors search there by color, category or tag and fill their shopping and trend pages in the magazines with product photos from this image bank. You can register here at De Persbeeldbank and here at Pelipress.
