The All Important Press Kit
marketers at printing companies have considered the use of press kits?
Press kits aren't just for the larger, hi profile businesses. Whatever
your size or line of business, whether you are a start up
entrepreneur, a franchise, a broker or a large commercial company you
need a press kit. While many companies adopt aggressive marketing
campaigns, when it comes time to address the media's request for a
press kit, many are at a loss.
is a media kit?
kit, sometimes called a press kit, is simply an information packet
about a business or product. It is called a media kit or press kit
because many times potential advertising mediums (press, media) will
ask for more information on the potential advertiser. Since most of
this advertising is press and media related, the term media kit was
is in a press kit?
kit is like a resume for your company. In it is a collection of
company information and articles put together to address questions
from media, investors, potential clients, and others. The goal of the
press kit is the same as all other marketing that a company does. It
should grabs the reader's attention, make a lasting impression, and
create enough interest that they will contact you for more information
or follow up action steps.
are many items that can go into a press or media kit, depending on the
situation, the audience or the use. A media kit for potential
investors is much different than a kit for potential clients. Although
a press kit should be comprehensive, every promotional item or piece
of marketing collateral ever produced by a company should not be
put information that is current and most relevant to your target
reader. When targeting media editors be respective of their time. Here
are some ideas about what to include in it. (This is a comprehensive
list and intended only to provide ideas for what is needed for your
target audience. Do not include all of this in a press kit)
Letter of Introduction, sometimes referred to as the Pitch letter.
This first impression item is where you will grab or lose the
reader's interest. Tell them up front why they should care about
what you are telling them. Provide a table of contents or brief
description of the items enclosed in the actual press kit. Let them
know you are available for any follow up interview or questions.
Also make sure to include contact information in this letter; how
the reader can best get a hold of you.
Information on the company: Company history, company profile,
profile of chief officers, senior management and ownership. Include
bio sheets if appropriate.
Product and service information including a
product/service/performance review. This will let editors see what
others are saying about you or help the editor to write his own
review. This is also supported with product or service fact sheets,
sell sheets or company brochures that are product and service
Recent Press Publications and Articles: Copies of recent press
coverage is very appropriate for a press kit. After all, what other
media has done, will be of interest to current media targets. This
can include article reprints and print outs of an online press that
a company might have received.
Press Releases - A lot of times these are what instigated and caused
the printing of the articles described above.
Audio and video files of radio/television interviews, speeches,
performances and any other media covered event. Hardcopy will
suffice if the actual media is not available. Today, some companies
are now putting online audio clips on their web pages and in online
thing that I am a big proponent of is including a Sample News Story.
This is your chance to help guide the media or your reader. Often
times an editor will print this verbatim. Editors see
ready-to-print-stories as an easy way to fill up space with little
effort on their part. They do of course, too, many times, edit these
stories substantially so be prepared.
Since many media kits are put together for investors, any news
related to the industry, financial statements of any other Investor
News is very appropriate for the press kit.
of Frequently Asked Questions? (This helps the editor to think of
questions to ask you in an interview or include in their article)
Other items to include:
Profit and Community service Involvement
Photos (If appropriate)
Factual background material/white papers
Specific information and schedules of upcoming promotions and events
Significant statistics-specific to industry, demographics, target
Feature article material - articles written by company officers or
Camera ready logo art
Getting Your Press Kit Noticed is Key!
editors sort through piles of press kits each day. Getting your press
kit noticed is the key to publication and action! Remember getting
attention is not only important with audiences, it is important with
editors. Package your materials in a way that may be different and
make sure the materials are presented professionally.
Follow Up is Another Key
crucial to follow up to make sure that your intended recipient got
your press kit. Follow up calls provide the perfect opportunity for
editors to ask questions, or schedule an interview. Use this
opportunity to build relationships with editors. Building
relationships do in fact improve your chance of publication or
acceptance by your intended audience. In the world of developing
relationships with editors for purpose of ongoing PR, distribution of
media kits is key. This can however get a little expensive and is only
good if that relationship building is part of your marketing strategy.
Have Part of Your Press Kit Done Already
best thing to do is to start assembling part of the press kit now,
with the available materials. Don't wait until an editor, investor or
potential client requests the kit to assemble one. Add to it as you
see fit and develop new materials.
challenge is to put it together on paper, electronically or both.
There is a trend now for online media kits. A lot of these items can
be developed for online distribution. It is a matter of putting what
you already have on line, onto letterhead and fact sheets or visa
Typically the media kit doesn't have to be as fancy as people think.
Those requesting media kits want information, not necessarily glitz.
See what items you already have and work on the rest.
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