Press Kits 101

Do you have a press kit? Do you sell a product or service? If you have a business, big or small, but don’t currently have a press kit, you should seriously consider creating one! No matter its format, it’s one of the most important pieces of your marketing plan. I advise my clients to create one and work to keep it up to date.

Basically your press kit {also called media kit} should be a vehicle to share more information about your company with the media, potential customers or investors. It should be attractive, attention grabbing, and interesting enough to make them want to contact you for additional information.

There are many formats that you can use. There are services that allow you to create an online, web based kit, or you can put everything on a DVD or you can create the tried and true hard copy. Regardless, there are some crucial elements you should always include.

Background Info:: Write a letter introducing your company, yourself and the history of your business. Be thorough but interesting. List out what you’ve included in your kit and tell them why it’s of interest to them.

Product Info:: If you have a catalog, include it. If you have a brochure, include it. Include details about the products and/or services that you have to offer. The more attractive your product info is, the better.

Press Releases:: Include recent news about your company. Be sure to include any press releases that you’ve distributed related to new products or advances at your company. News articles or instances where your release was picked up and published in the media are also great.

Images:: You should always include high resolution images of your products and logo. Media are more likely to use your pitch if it comes with strong visual images. Your changes of attention-grabbing are much better if you can show off your products with high quality, professional artwork.

Miscellaneous:: There are many other things that you may want to include, if you have them available. Order forms, recent press coverage, frequently asked questions, testimonials, samples and upcoming events are always good to include.

Creative Packaging:: Now that you’ve gathered all of your press kit items, it’s time to package them. You are trying to stand out among the hundreds of other press kits arriving on media professionals’ desks daily. So, how do you do it? Think outside the box. Forgo that plain folder for a personalized graphic one. Or, incorporate your sample into the packaging. Sell coffee? Send everything packaged neatly in an oversized mug. Send information about your hair bow business in a package wrapped with one of your handmade creations. The possibilities are limitless, don’t overlook the importance of the first impression your packaging will make!