In today’s fast-paced, interconnected world, ensuring that your agritech company is ready for any communications or public relations opportunity is key to getting your message out to the right audience. Whether you’re preparing for an announcement, attending a networking event, or sharing a press release, having the right tools in your PR and communications toolkit can make a huge difference.
Here’s a checklist of essential items to include in your communications kit to help you present your best narrative and ensure your message is clear, professional, and accessible.
Checklist
Your logo – in multiple formats
High resolution photography
A well-written boilerplate
Media release
Clear and concise contact information
Social media assets
Press kit
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Your Logo – Multiple Formats
Your logo is one of the first things that represents your company to the outside world, so it’s important to have it in a variety of formats for different uses. These should include:
- High-resolution logo files in vector format (e.g., AI or EPS) for scaling without loss of quality.
- PNG format with a transparent background so it can be placed over different colours or backgrounds.
- Reversed logo for use on dark backgrounds.
- JPEG version for email and website use.
Having multiple formats at your disposal ensures your logo looks its best in every context and helps maintain consistency in branding. Ensure you also have a brand guideline outlining the RGB / CMYK colours of your logo and the usage requirements e.g. surrounding space. This ensures when you give your logo to others to use they are aware of the requirements.
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High-Resolution Photography
People love stories that come to life with images. In the fast-moving world of agritech, imagery can make a huge impact. Make sure your communications toolkit includes:
- High-quality images of your solutions in action – whether it’s your technology being used on a farm, in an orchard, or in a research environment. These images should be at least 300 dpi to maintain clarity and professionalism when printed.
- In-field photos – showcasing your technology in real-world settings, like on a farm or at a growing operation. Real, relatable images help tell your story better and demonstrate your impact.
- Action shots – pictures of people using your technology, as well as close-ups of the technology itself, can bring your innovations to life and show how they benefit the industry.
Having these available for use ensures that journalists, bloggers, and other communicators can easily showcase your company in their content, increasing your chances of media exposure.
PHOTO: Courtesy of Clare and Tane Bradley from Agrisea.
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A Well-Written Boilerplate
A boilerplate is a short, standardised paragraph or statement about your company that can be included in every press release or media announcement. This gives journalists and readers important context about who you are, what you do, and why your work matters. Make sure your boilerplate includes:
- A concise description of your company’s mission, products, and solutions.
- Information about your unique value proposition or what sets you apart in the agritech space.
- Key details, such as company history, location, and any major achievements.
- Contact information for media inquiries (preferably a dedicated communications person or team).
Having a strong boilerplate will make your company’s key messaging easily accessible to anyone covering your story.
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Media Releases: PDF and Email Body
When sending out your media releases, make sure to:
- Avoid sending Word documents. Word files can sometimes contain formatting issues or become difficult to open on different systems. Instead, send your media release as a PDF attachment to preserve its format.
- Include the media release in the email body. This ensures that recipients can quickly read your announcement without having to download attachments, especially on mobile devices.
- Brand the email. Make sure your email signature includes your logo, and that your email itself reflects your company’s tone and visual identity.
This simple practice ensures that your communications appear professional and accessible to your audience, making it easier for them to pick up your story.
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Clear and Concise Contact Information
Whether it’s for a media inquiry or a general question, make sure your communications toolkit includes:
- A dedicated media contact – ideally a communications or PR team member, who journalists can reach out to for more information.
- An up-to-date phone number and email address that’s easy to find.
- Links to your social media profiles so journalists can follow your updates and engage with your content.
This ensures that journalists and stakeholders can easily reach out for more information, which can lead to better relationships and more opportunities for coverage.
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Social Media Assets
Social media is an essential tool for sharing your story, building connections, and amplifying your brand. To make the most of your platforms, ensure your communications kete includes these key elements:
- A Clear Strategy: Define your audience, plan a mix of content (educational, promotional, and engaging), maintain a consistent posting schedule, and track performance metrics to refine your approach.
- Branded Graphics: Use high-quality visuals optimized for each platform. Include profile images, banners, and templates that reflect your logo, colors, and style. Ensure images are the correct size for LinkedIn, Twitter, Instagram, and Facebook.
- Engaging Content: Share behind-the-scenes stories, customer successes, and thought leadership. Interactive posts like polls, live Q&A sessions, and event highlights encourage audience participation.
- Industry-Specific Hashtags: Research trending and niche hashtags to boost visibility, and use relevant keywords to optimize posts for search.
- Calls-to-Action (CTAs): Guide your audience with strong CTAs like “Learn More” or “Contact Us,” and link to your website, blog, or events.
Consistency and responsiveness are critical. Engage with comments, respond to messages, and monitor feedback to strengthen relationships. By leveraging social media effectively, you’ll drive attention to your business and showcase your place in the agritech ecosystem.
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Press Kit
A well-prepared press kit is an invaluable resource for journalists, partners, or anyone looking to understand your business or share your story. By providing all the essential information in one place, you make it easier for others to cover your business and highlight your success.
Here’s what to include:
- One-Page Company Overview: Summarize who you are, what you do, and your mission.
- Key Team Members and Bios: Highlight leadership or spokespersons with concise, compelling profiles.
- Recent Press Releases or Case Studies: Showcase achievements, product launches, or impactful stories.
- Product Brochures or Information Sheets: Provide detailed insights into your offerings.
- Customer Testimonials or Success Stories: Reinforce your value with real-world examples of impact.
Ensure your press kit is well-organized, professional, and easy to access—either as a digital download on your website or as a PDF you can send upon request. By doing so, you streamline the storytelling process for others, helping them accurately and compellingly present your brand. A strong press kit not only increases your media visibility but also demonstrates professionalism and credibility.
8. Website
Your website is the face of your brand and a vital extension of your business. Customers, investors, and potential partners will often visit your website first to assess your professionalism and capabilities.
- Ensure your website is visually appealing, user-friendly, and responsive on all devices.
- Reflect the materials in your PR toolkit, such as your logos, high-res images, and consistent messaging.
- Include a clear “About Us” section, contact information, and updates on your latest news or innovations.
- Ensure your website reflects the global nature of business.
A polished website communicates that you’re a company worth working with and sets the tone for future engagement.
Final Thoughts
Having a solid PR and communications toolkit is a key part of building and supporting your company’s narrative. It allows you to be prepared for any opportunity to tell your story, whether it’s a media interview, an industry event, or a press release. By ensuring your logo, images, media releases, and contact details are always readily available and professionally formatted, you’ll be able to present your business in the best possible light to both local and global audiences.
DON’T FORGET – customers and investors will often search your leadership team on LinkedIn. Ensure you have a strong presence and that it is aligned with your brand, your leadership and what you want to portray.
With these elements in place, your agritech company will be equipped to make the most of every PR and communication opportunity that comes your way.