Making of a Press Kit

A Press Kit is a package of documents describing you and your business. It is so named because it is usually sent to the press. But they have many more uses, which we'll discuss later in this article.

Please keep in mind that the contents of a Press Kit vary from business to business. A small business may not have all of the pieces listed here. Furthermore, the purpose of sending a particular Press Kit determines what you'll put inside.

Contents

Below are items that might be included in a Press Kit:

Press Release. A current Press Release announcing an upcoming event, new product, promotion, or other newsworthy event can be included.

Company Backgrounder. This piece summarizes important details about your company, key employees, and line of products (or services).

Biographies. Include brief biographies of members of your company who are important to the announcement or event mentioned in the press release.

Speaker Profile. If you or another member of your company will speak at the event in the press release, a Speaker Profile can take the place of a biography. Some people use the Speaker Profile in place of a biography if speaking and/or training is the main focus of the company.

Photos. A 5x7 inch, head-and-shoulders photo can accompany each biography or speaker profile. Make sure to include a caption that identifies your company in case the photo gets separated from the press kit.

Brochure. If you have a brochure that is germane to your press release, or describes your products, include it. You could also include it in a Press Kit that is going to a new prospect or customer.

Business Card. There is usually a slot in the folder for your business card.

Articles. Include articles that you or another member of your organization have authored -- these establish your credibility.

Reprints. Articles that have been written about your company are a nice addition. Reprints should always include the date the article was published and the publication where it appeared.

Quotes Sheet. Including a sheet of "sound bites" (pithy quotes) can help because the media are always looking for people to quote to dress up their articles. Also, papers know that using names sell more papers.

Always attribute each quote to a person and note the person's title and function.

Not only does having a quotes sheet help the reporter, but also it ensures the accuracy of the quote.

Publicity Calendar. A calendar of upcoming events is especially good for companies or groups that have ongoing events.

Product Data Sheets. If you were sending your Press Kit to a prospect, these would be good additions to your Press Kit. They are also good pieces to send to your industry's trade publications as well.

Product Photos. Pictures of your product with descriptive captions should be included.

Product Sample. If your product is a pen-and-ink product, including a sample is recommended. For example, if your product is a newsletter include a sample issue with your Press Releases. This allows the media to sample your product and expertise.

Packaging

Cover. The cover is usually a folder with pockets on the inside to hold your marketing pieces and a slot for a business card. This is usually called a portfolio folder. Large companies order special ones with their name and logo printed on the outside. For most small businesses this is expensive and unnecessary.

Two other choices are available to you.

1. Buy glossy folders. These are very nice looking and make a good first impression.

2. Non-glossy folders. Not quite as nice, but about half the cost of the glossy folders.

Arrangement. Whenever you send out a Press Kit, it should include a cover letter or current press release as the first item in the kit (right pocket).

Often you will include a Press Release as the reason for sending the kit. However, you could send a kit with a letter of introduction and simply suggest that you could be a source when they are doing a story about your industry or area of expertise.

If you include a current press release, put it first and attach a post-it note referring to the rest of the kit. This may not sound very professional, but it gets noticed and the post-it note gets read. Also the person receiving it appreciates it more than a letter because it's faster to read. Remember these people get dozens to hundreds of Press Kits every week.

After the letter or Press Release should be your Company Backgrounder, then Speaker Profiles or Biographies. After that it's really up to you. What points out your expertise the best? It may be a reprint of an article written about your company, or an article written by you. Or, it may be technical information on your products.

The way to think about the arrangement is to ask yourself, "If I was presenting this information in person, what would I include and in what order?"

On the left side, we recommend you put other collateral pieces such as brochures and sample pen-and-ink products.

One important thing to keep in mind: when adding pieces to the Press Kit, ask yourself, "Does this piece really need to be there?" It is better to have fewer pieces than to overwhelm someone. People who are overwhelmed tend to stop reading.

If your kit is well organized and contains valuable information, it will probably be kept in their file.

How To Use

Press Kits are used for many reasons. They are a good way to introduce yourself to the press, to prospects, and to remind customers who you are and what all you do.

They are helpful as well when applying for a loan or merchant account at a bank. Bankers see them as evidence that you are professional and really are in business. When bidding for a job, or heaven forbid, if you decide to go to work for someone else, they add more credibility than you can imagine.

Take a look at your business. Some businesses can get away without one, such as a plumber. Others, like speakers and marketing consultants, must have one.

Do you need a Press Kit? If so, start gathering the information you need now and send a few kits out. You may be pleasantly surprised by the positive response you receive.