Creating a Local Press Kit for Your Funeral Home
Make journalist outreach effortless. Build a professional press kit journalists can use to write accurate stories about your funeral home and community involvement.
Key Takeaways
• Press kits should be easily accessible (PDF + web page)• Include: Bio, photos, company history, service offerings, facts/statistics• Update quarterly with new community initiatives• Makes journalists' jobs easier = more coverage
Why Your Funeral Home Needs a Professional Press Kit (The Financial Case)
A professional press kit generates earned media coverage worth $5,000-15,000 annually at no advertising cost. A funeral home with solid PR generates 10-20 media mentions per year. Each mention reaches 10,000-50,000 readers/viewers. At equivalent advertising CPM rates, that's $5-15K in free publicity.
Real example: A Pennsylvania funeral home created a professional press kit in January 2023. By December, they had 18 media mentions (obituaries, community features, grief-support-service stories) reaching an estimated 150,000 people. Equivalent paid advertising would cost $12,000. Their press kit cost $2,000 to create. That's a 500% ROI in Year 1.
What Is a Press Kit? (Professional Definition)
A press kit (also called "media kit") is a professionally-organized collection of background information about your funeral home that journalists, bloggers, and media professionals can access to write accurate, informed stories. It's a one-stop resource that makes journalists' jobs easier and increases the likelihood they'll cover your funeral home.
Key difference: Without a press kit, journalists must contact you, ask questions, wait for responses, and verify information. With a press kit, they have everything they need immediately, so they're more likely to write the story.
Press Kit Contents
1. Company Overview (2-3 paragraphs)
History, mission, number of employees, service area, community focus
"Since 1987, [Funeral Home] has been serving [City] families with compassionate, professional funeral and pre-need planning services. Founded by [Founder], the funeral home serves [X] families annually across [Service Area]."
2. Key Facts & Stats
- Years in business
- Number of families served annually
- Service offerings (burial, cremation, pre-need, etc.)
- Community involvement (events, sponsorships)
- Unique differentiators
3. Professional Headshots & Photos
High-resolution photos of owner/leadership, facility exterior, chapel, preparation room (if applicable)
4. Leadership Bios
Owner/director bio (100–150 words), credentials, community involvement, fun fact
5. Services Overview
Brief description of service types: traditional burial, direct cremation, pre-need planning, etc.
6. Contact Information
Director name and phone, media contact, website, social media
30-Day Implementation Roadmap: Create & Launch Your Press Kit
Week 1: Gather Content & Assets
Collect: company history, key stats, staff bios, professional photos (facility, leadership, services), service descriptions, contact info. Takes 4-6 hours.
Week 2: Write Copy & Create Template
Write company overview (2-3 paragraphs), director bio (150 words), service descriptions. Create clean PDF layout (white background, readable fonts, your logo). Takes 4-6 hours.
Week 3: Create Web Page & Distribution Setup
Create dedicated "About Us" or "Media" webpage. Set up email template for journalist outreach. Test PDF download. Takes 2-3 hours.
Week 4: Launch & Begin Outreach
Start pitching stories to journalists with press kit attached. Aim for 1-2 pitches per week. Identify 3-4 annual story angles (holidays, grief awareness, community service).
Multi-Channel Distribution Strategy
Channel 1: Website "Media" Page
Create dedicated page at yourfuneralhome.com/media with:
- • Large, prominent "Download Press Kit" button
- • Embedded company overview
- • Photo gallery (high-res professional photos)
- • Latest press releases/media mentions
- • Contact info for media inquiries
Channel 2: Email Distribution
When pitching stories or responding to media inquiries:
"Hi [Journalist Name], I thought you might be interested in this story about [your story angle]. I've attached our press kit for background on [Funeral Home]. Feel free to contact me if you need additional information or interviews."
Always personalize the email to the journalist and specific story angle.
Channel 3: Quarterly Updates
Update your press kit quarterly with:
- • New community initiatives or programs launched
- • Updated staff photos/leadership changes
- • Recent media mentions/coverage summary
- • New service offerings or improvements
Notify journalists of updates: "We've updated our press kit with recent community initiatives. Check it out at [link]."
Measuring Press Kit ROI: Track Coverage & Impact
Metrics to Track
1. Media Mentions
- • Target: 10-20 mentions annually (1-2 per month)
- • Track: publication, date, reach/circulation, topic
- • Benchmark: Average funeral homes get 2-3 mentions/year
2. Reach/Circulation
- • Local newspaper: 25,000-100,000 circulation
- • Local TV news: 50,000-200,000 viewers
- • Online/blog: 5,000-50,000 estimated readers
- • Total annual reach: 150,000-500,000 people from good PR
3. Equivalent Ad Value
- • Newspaper mention: $300-500 equivalent ad value
- • TV mention: $1,000-2,000 equivalent ad value
- • Online feature: $200-400 equivalent ad value
- • 15 quality mentions annually = $5,000-10,000 earned media value
Common Mistakes to Avoid
Mistake 1: Unprofessional Design/Photos
Blurry photos or unprofessional layout signals disorganization. Invest in professional photography ($500-1,000). Use clean design template.
Mistake 2: Outdated Information
Staff who've left, old addresses, outdated phone numbers. Update quarterly minimum. Check before every journalist outreach.
Mistake 3: Too Much Self-Promotion
Press kits should inform, not sell. Avoid excessive marketing language. Journalists want facts and story angles, not promotional copy.
Mistake 4: Hard to Access
Burying press kit on your website or requiring email for access. Make it instantly downloadable. Journalists are busy and impatient.
Integration with Your PR Strategy
Your press kit is foundation, but effective PR requires strategy. Once you have a professional press kit, combine it with:
- • Seasonal story angles: "How families navigate grief during holidays" (November), "New Year resolution: pre-planning" (January)
- • Community initiatives: Grief support groups, sponsorships of community events, educational seminars
- • Local journalist relationships: Meet reporters for coffee, invite to tours, respond to their calls first
- • Press release distribution: When you host events or announce new services, send press releases with press kit attached
Bottom Line: Press Kit ROI
Investment: $2,000-3,000 to create professional press kit (design, photos, initial content)
Annual Return: $5,000-15,000 in earned media value (15+ quality media mentions reaching 150,000-300,000 people)
Payback Period: 2-4 months
Action Item: Gather your company information this week. Create your press kit this month. Start pitching stories next month. By this time next year, you'll have 15+ media mentions and significantly increased brand awareness in your community.