How to Create Your Small Business Press Kit

Are you ready to be the expert in your field? Do you want to have the press contacting  you for your expert opinion when a topic you’re knowledgeable about comes up? If so, you’d better create a Press Kit.

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.

Press Releases – How to Get Information About Your Company in the News

Press releases can be the most important part of your marketing plan this year. Publicity is the good side of advertising with the added bonus that you are being verified by a third party. Press releases can get your company in the local newspapers, on television and in trade journals. This is the kind of advertising that is priceless and does not cost a great deal of money.

To take advantage of this wonderful way to stand out, you have to keep these questions in mind.

1. Is there anything "new" in my story?
2. Is there anything unusual or unexpected about it?
3. Would this be of interest to anyone outside my business?
4. Will anyone actually care?

The ideal length of a press release is about 300 to 400 words. It should be 3 or 4 short paragraphs long and contain a few quotes.

The headline should be an eye-catching and genuine headline that contains the important keywords of your release.

The opening paragraph should answer the "Five W's": Who, What, Where, When, and Why. Start your release with the date and location as well a lead sentence that concisely summarizes the release.

In the body, use as many concrete facts as you can and avoid embellishment. Use sub-headings and bullet points to make information easy to digest, particularly if you're including figures or statistics.

The ending should include your company's contact information at the bottom. Provide access to more information by including your website.