Press Kit Primer

How to Prepare a Press Kit

It is important for you to present your unique product or service to the press. Some commonly asked questions about press kits include the following:

What is a press kit?
A press kit is an information packet conveniently assembled for the media to review. Most P.R. professionals use simple tools to compile a media kit, starting with a two-pocket folder, plastic envelope, or even a paper envelope.

What goes into a press kit?
A press kit usually consists of the following:

press release[s]/news release[s]
CDROM with high res images (300 DPI) – make sure your company name and contact phone number is on the cd and the case
If you have a lot of images include a labelled thumbnail print out of all the images
company brochures
company fact sheet/brief company history
related company news

What is a press release/news release?
A press release or news release [interchangeable terms] is a brief announcement, which contains newsworthy material. “News” is the operative word. Explain the innovative aspects or the benefit of your product. A release is written in the style of an article [in the third person]. This means parts of or the whole release could be used as is in a publication. It can conclude with a background paragraph on your company. On the first page, always include the date, contact name, title and phone number for people to call with questions, or if they need more information. Press releases are usually one or two pages in length.

Do we need to put our company’s name and booth no. on the cover of every kit?
Yes. If an editor or reporter picks up your kit and readily sees the booth number on it, he or she saves time by not having to look up the location in the show directory.

Does every photo in the kit need to be identified?
Yes. Again, an editor will be more inclined to work with a manufacturer who is organized and presents an array of choices.

Should a product sample be enclosed?
If you are a fabric or wall coverings manufacturer, for example, you may choose to add a small piece of the material in the press kit. It is not necessary, though.

Should past articles be enclosed in the kit?
If your company was written up in a major newspaper or magazine, you may wish to add a copy of the article, but it is not an essential component for your press kit.

Is a business card necessary in a press kit?
No. A business card may be enclosed but it’s not necessary. The contact name on the press release should be the person whom the press should call.

Include your Company’s Press Kit in the Press Room

On September 22 - September 23, 2005, local, national and international journalists will attend IIDEX/NeoCon Canada at The National Trade Centre at Exhibition Place. In an effort to provide the media with comprehensive information about the show, we invite you to display your company’s press kits in the press room.

We suggest you bring a quantity of 25 – 40 consisting of a press release, with product images on a CDROM, descriptions of new products and any other information you would like press members to see.

Press Kit Drop Off

[Clearly mark your company name and booth number on each item]

Time to drop off kits: 9 a.m. - 4 p.m.
Wednesday, September 21, 2005 ONLY!!

Location of Press Room: Northeast corner of the show floor, adjacent to the
Show Office - The National Trade Centre at Exhibition Place

Access to Press Room: Access is restricted to members of the press only, but you are welcome to come to the Press Room desk to ask whether you need to supply more kits.

Note: If an outside PR. firm is handling your media relations, kindly forward this information. Please contact Janette Ewen () at The Idea Workshop, 416.504.3977, if you have any questions. We look forward to working with you to maximize publicity opportunities.

Please pick up your remaining press kits by 5:30 p.m. on Friday, September 23 or bring a prepaid, self-addressed Federal Express slip so we can ship the remaining kits back to your office. Remaining press kits will be recycled at the close of the day if they have not been picked up or you have not provided us with a prepaid Federal Express shipping slip.