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.