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.
To learn more about this author, visit Risa B. Hoag's Website.
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Risa B. Hoag
(Visit Risa's Website)
Prior to founding GMG PR Risa was Director
of Public Relations with Ernst & Young
where she wrote feature articles and press
releases, developed special events, and
prepared market research and advertising.
Today she provides marketing support, plan
development, feature story placement and
writes press releases, brochures,
newsletters, and websites.
She has 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. She has been featured
in many publications including
Cosmopolitan magazine which highlighted
her as one of the nation’s leading female
PR professionals. She has received gold
awards from the PR Society of America,
North American Summit Creative Awards and
twice received the Best of Show award from
the Ad Club of Westchester.
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