What is a Press Kit?
A Press Kit is like a resume for your business. You may be tempted to include every marketing piece you’ve ever produced. Only information that is current and relevant to your target reader should be included.
What should be included in a Press Kit?
Here are some things you can include in your press kit. Remember, not everything is needed; only provide what your target audience needs.
Letter of Introduction
This brief letter, on your company letterhead, is your reader’s first impression of you and your company. This is where you can grab their interest so make it count. Your contact information should be included in this letter so they can follow up with questions or an interview. Also, include a table of contents of the items enclosed in
your press kit.
Information on your business
You should include a brief company profile, your history and your biography. Photos of yourself and your business could also be included here.
Product/Service information
Include your company brochures, sell sheets or product fact sheets. You can even include white papers, if appropriate. All this information will allow your reader to get to know your products or services in depth.
Recent articles
If you have been interviewed, include copies of those (recent) interviews. Print out any online press your company received too.
Press releases
If you have any recent press releases, especially those that got you the coverage in the articles mentioned above, include them in your kit.
The key is to get noticed
Editors are busy and have to sort through piles of press kits each day. Getting your press kit noticed will result in action….your interview!
Try packaging your press kit in a unique way and make sure all your materials are presented professionally.
Follow up with the editors you send your press kit to. Follow up calls are the perfect opportunity for editors to ask you more detailed questions or to schedule an interview.
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