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Media Relations: The Press Kit

An effective press kit is not crammed with any and all information you deem important about your company. Instead, keep the information concise and limited, offering only the most vital information that well positions and describes your company while offering only newsworthy stories.

Ideally, create a 'core' press kit with information that does not change frequently, such as your company profile, executive bios (and photos if desired), and a products and/or services fact sheet. Then, add timely press releases, announcements, sales sheets, financial information or campaigns to your press kit. Your most current news should always be seen first.

Branding & Positioning
The first critical step for creating your press kit is to make sure your company message is solid and fine-tuned. Take this message and incorporate it regularly in all your materials. This way it will sink into the minds of editors and journalists. A good logo and a short slogan can also help your branding.

Press Kit Covers and Graphics
If you have a decent budget, you can always have a designer create a dynamic press kit cover that can be used continuously for years, or separate covers that fit individual departments, divisions, products or services that your company offers. However, your own creativity and the variety of off-the-shelf materials offered at today's office supply stores could certainly have the same impact. Digital design programs, inexpensive stock photo and image websites, design help sites and internet copy centers are there to help you.

Choosing compelling graphics that work well with your message is important. Good use of color, color-coded content sheets, and carrying over the design from your website offers additional impact and can make your press kit stand out.

The Electronic Press Kit
With the plethora of online, print and broadcast media now out there, it makes sense to create a mirror image of your paper press kit in electronic form to allow the press to have instant access to your materials. Create a press area on your website with the same content and have digital files ready to email upon request. CD press kits are relatively easy to make and some businesses will eliminate the paper altogether by creating a CD press kit to mail instead.

The Pitch Letter
The pitch letter is the ultimate message that must grab the attention of the editor or journalist. It needs to be very direct, concise, newsworthy and interesting. It should be written in a way to make the editor's job easier, a story that he/she can basically copy verbatim. This saves time and increases the chances of your story being published. Create different pitch letters that suit the publications you are targeting. Make them personal, credible, and timely. For more information on pitch letters, visit www.publicityadvisor.com/pitchlettertips.html.

Company Profile Boilerplate
Your company profile is the heartbeat of who you are. Keep it brief, three to five paragraphs and on a single page. Then create your boilerplate, a one- to three-line description that sums up your business. The boilerplate should also be used at the end of all press releases to reinforce your company profile and message.

Biographies
You undoubtedly have some important people running your company. Not only do they need to be profiled in your press kit, they are also key to opening up doors for interviews with the press. Most executives enjoy writing their own bios. This is fine, just be sure that you get their approval if you edit the bios. Try to keep them to one or two paragraphs and include photos or have them available to send out.

The Press or News Release
The press release is a time-honored standard. But there are lots of new ways to distribute press releases. Smart PR pros utilize email and optimize press releases on their website press rooms to drive sales and stories directly. New digital formats can combine text, captioned photos, audio and video on-demand, and pre-approved quotes to accommodate the needs of busy journalists.

Whether digital or on paper, always use your letterhead for your press kit materials with address and phone number easy to find, and be sure to keep the release short. Don't try the patience of the journalist. The headline is the most important attention grabber. Keep it short, about 400 to 600 words. The subheadline can give a bit more description of your news. The introductory paragraph must sum up your news briefly. A quote from a noted executive confirms the excitement of the news. Then if you wish, write a paragraph or two that details your announcement. Then conclude your release in a short paragraph. The last paragraph should be your one- to three-line company boilerplate. That's it! Here's a good place to look to for tips on writing on press releases, www.press-release-writing.com.

Press Release Distribution
There are numerous press release services, the most reputable beings Business Wire and PR Newswire (links) that can distribute your release for you. There are various levels of distribution, all markets, major markets, by state or by type of business. The latter two are less expensive. Non-profit organizations usually get a 10 to 20% discount so be sure to ask for it! If you wish to distribute your press releases yourself, be sure to have a very targeted media list. Look at newspaper groups in your area and identify publications that suite your area of operation, such as CRSWire (the newswire of Corporate Social Responsibility). You can often purchase lists from companies such as Bacons but beware of no-name companies that offer lists. You don't want to throw money at publications that aren't suited to your objectives. See our media relations page for links to a few of the major news wire services.

Products/Services Information Sheets
If you offer a product line or a variety of services, create a 'sales' sheet outlining what they are. Do not create a catalog�or, if you have one, you can include it in your press kit. Rather, make each sheet one page; keep the copy clear and short and in-line with your corporate message. This is where writing creativity make a great impact. Include images or photos for your most important products or services and inform your reader that others are available upon request.

Promotional Items
While editorial staff members are often deluged with promotional items from companies wanting attention, it will sometimes make sense to use your creativity to find the perfect promotional item that fits your message and that is not run-of-mill. There are a lot of promotional products companies that can custom make items for you. It is wise to shop around and compare prices. Choose items that you can either include in your press kit mailing or make more impact by staging your campaign and mailing them separately. For some ideas for promotional materials, use this Google Search.

Press Kit Order
A simple press kit in a two-pocket folder might look like this:

Do you have a communication tip to share with others in the philanthropic community? Please use our contact page to share it with us.