The Press Kit

Guest post by: Risa B. Hoag
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Creative Marketing Ideas for a Down Economy - By Risa B. Hoag

The Company Press Kit

Most people know what a press or media kit is, but few use it effectively.

A press kit should be used for:
• announcing a new company, product or service
• introducing a company expert
• announcing a company milestone
• distributing at a trade show

It shouldn't be used to send to potential customers who request information, leave that for the company brochure. And it shouldn't be sent to the media every time you distribute a new press release.

Putting together an effective press kit takes time, thought, creativity and as much money as you want to put into it.

To grab the attention of the media and limit the possibility of it being tossed into the round file, create a cover that conveys what you do in an intriguing way; something that will encourage the reader to open it and read further. Avoid placing a sticker on the cover with the company name and instead spend money to have pocket folders designed and printed.

Inside include the following:
• a press release announcing the reason you are sending it in the first place
• company brochure and fact sheet in bullet form
• appropriate professional headshot or product photos
• bios on pertinent people
• Anything visual that helps convey your message (graphs, charts, etc.)

Inserts should be colorful, concise and well-organized inside. Write a short cover note that explains the reason you are sending it and make it as intriguing as possible without sounding too self-serving.

Be sure to review the names of those writers receiving it and NEVER send it to "editor", you might as well put it in the round file yourself and save the postage!

Risa Hoag is president of GMG Public Relations, the only agency in the tri-state area to receive the Gannett Best of Show award twice from the Advertising Club of Westchester. Both were for press kits. www.gmgpr.com.

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Creative Marketing Ideas for a Down Economy - By Risa B. Hoag

About the Author: Risa B. Hoag

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Prior to founding GMG Public Relations, Inc., Risa was Director of Public Relations with Ernst & Young. Today her firm provides marketing support, plan development, feature story placement, and writing services including press releases, articles, speeches, brochures, newsletters and websites. She is a past president of the Westchester Association of Women Business Owners and twice received that organization’s President’s Award. She has served on the boards of WAWBO Education Fund, Partnership for a Better Westchester, Ad Club of Westchester, Nanuet Chamber of Commerce, and Tappan Zee International Trade Association. Risa has presented marketing seminars to business organizations and universities and has appeared on numerous radio and television programs. Reach her at 845-627-3000 or risa@gmgpr.com Try Risa's favorite marketing tool for free at www.sendoutcards.com/risa
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