A press kit is a set of materials designed to communicate your message in detail to reporters and media directors. It is used to help reporters and directors gain an understanding of your company, product or service so they will write about it.
Press kits are an excellent tools for developing effective working relationships with media representatives of newspapers, magazines, radio, cable and television. They should be included as part of your media relations campaign. A good relationship with the media is vital to getting good news coverage.
You may send the kit to the media when you make a significant news announcement, present the kit at a meeting you may have with the reporter or public service director, or distribute the kit to representatives from the press at trade shows or conventions.
Press Kit Format
The materials that make up a press kit are usually assembled in
a standard two-pocket folder. Choose folders that have slots for
your business cards, and in a color that complements your company's
printed literature. Press kit materials typically used include the
following information pieces:
Insert, on the right side of the folder, from front to back:
- Business Card
Place a copy of the contact person's business card in the slot inside the folder, usually on the right inside flap. - Press Release
Announce your big news. A press release contains information in printed form, is written like a newspaper story and is issued to media representatives and reporters. - Article Reprints
Samples of past press coverage your company or the person in the news release has received can help sell the newsworthiness of your story. - Copies of Speeches or Presentations
If you have given any speeches or presentations in association with your company or business, they can also make an impression.
Insert, on the left side of the folder, from front to back:
- Photographs
Typically a 5x7 black and white glossy photo of your product or a person mentioned in your press release - Company Profile and Fact Sheets
A concise summary of your company's history, initiatives and goals, including a description of your products and services. If you are introducing a new product or service, include a separate fact sheet highlighting its features and benefits. - Testimonials and Case Studies
Positive statements or success stories about your business and its products and services from satisfied customers and clients can illustrate your company's significance. - Biographies
Profiles of yourself and key employees provide details about the people behind the business. - Statistical Data
Charts, graphs and line art can help illustrate your story. Some companies include a comparison chart of their products and services compared to their closest competitors. - Brochures, Catalogues, Newsletters or other Business Literature
Smaller brochures may be placed in front of other materials.
Sending a Press Kit
Prepare a pitch letter - A pitch letter is a short, one-page
piece of correspondence that accompanies a press release or a press
kit. The pitch letter serves as a motivator for the reporter to
review the contents of the press kit by quickly and clearly
explaining why the media's audience would be interested in the story.
Highlight a few notable details and suggest several angles for the
story.
Mail the materials and follow up. Contact the reporter, media representative or public service director and make sure they received the materials. Maintain contact with them by sending updated information like press advisories and additional press releases on a regular basis. Some helpful hints for placing follow-up calls are:
- Be organized before you place the call.
- Try to call during morning or early evening hours. This is usually down time for reporters.
- Open the call by asking if they are on deadline. If yes, ask for a good time to call back. If no, be ready to pitch your story in 1-2 minutes.
- Assume that the contact is overloaded with written materials advising them of upcoming events and reports.
- Be prepared to re-send your news by fax. Ask for their fax number.
