Cooking Up A Press Kit

Press kits, like any dish, may include differentto visually illustrate news and feature items. Including art
ingredients depending upon who will be consuminggives you a leg up.
them. A good press kit can be used with potentialRecent Coverage. If you have received editorial
investors or clients, just as it can for editors. Themention elsewhere, include it. This gives an editor a little
contents should be developed based upon yourmore confidence that your story or company has
audience.merit.
Let's review some common elements you will find inNews Releases. Now, I'm not saying you should include
press kits aimed at journalists. A letter of introduction -every release you have written since the dawn of
or a pitch letter - often is attached to the outside oftime, but include some that are pertinent to the subject
the press kit folder. This could include an overview ofat hand.
kit contents and your contact information. Now, let's goArticle Layout. Laying out a story using text and visuals
inside the folder:in what is known as mat format often can result in
The Backgrounder. This is an overview of youradditional coverage. Editors can pick up the entire
company that may include its history and a profile,layout and drop it into the publication. This is more likely
company locations, as well as brief bios of keyto happen with small newspapers and trade
company officers.magazines than with major media. But it can even give
Product/Service Information. Include product andmajor media editors ideas on how to illustrate a
service spec sheets or brochures, as well as anyfeature.
reviews you have received from neutral third parties.FAQs and Facts. Frequently asked questions and
Art. Photos, charts, graphs and illustrations often helpbulleted fact sheets also can spur coverage.
sell the story. Editors and are always looking for ways