Backgrounder
A backgrounder is an informational document about a company, brand, person, project, or event that contains reference and background data for the media, partners, or audience.
Simply put:
a document with important information “for understanding the context”
Why a backgrounder is needed
It helps to:
- explain the essence of a project or company
- provide journalists with facts and context
- simplify the preparation of publications
- shape the correct perception of the brand
- support PR communication
What a backgrounder typically contains
Information about the company:
- history
- mission
- activities
- achievements
Information about the product or project:
- features
- goals
- advantages
- key facts
Additional data:
- statistics
- dates
- comments
- description of the market or situation
Where it is used
- PR
- press offices
- media communications
- presentations
- events
- investment and corporate communications
Example
A company launches a new service →
a backgrounder is prepared for journalists, explaining:
- the company’s history
- product features
- launch goals
- important figures and facts
This helps the media quickly prepare a story.
Difference between a backgrounder and a press release
Press release
announces news
Backgrounder
provides additional context and reference information
Characteristics of a good backgrounder
- objectivity
- structured format
- clear presentation
- facts and figures
- absence of aggressive advertising
Format of a backgrounder
Most often it is:
- a text document
- media kit
- a “Press” section on the company website
Key takeaway
A backgrounder is a reference PR document that helps the audience and the media better understand a company, project, or event through facts and context.
