The Press Kit
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.