All businesses should have a press kit, regardless of whether the company is large or small. Press kits allow you to present your company the way you want it to be seen and written about by reporters. While you could go out and hire somebody to make them for you, constructing a press kit on your own will save you a lot of money and make sure that it contains all of the information that you want others to see.
What to include
Obviously it depends on what your company does, the message you are trying to convey and where you are giving the press kits out; nevertheless, most press kits should include the same basic stuff –
- Cover letter
- Collection of most recent press releases
- Brief bios
- Description of organization's purpose
- Company newsletter
- Media contact info
- Lists of clients, projects or accomplishments
- Sample of work
- Company history
- Business card
- Small promotional items
You don’t necessarily need all of these in every press kit, and you can mix and match what to put in depending on who will be receiving the kits.
Making sure that your press kit looks presentable is a very important aspect. If you think about it, this seems logical; this is your chance to show yourself off to members of the press. Use a good-looking pocket folder to store all of your information in, and put your company logo on almost everything.
When printing press releases, make sure to print them on company letterhead. It may be a bit more expensive than using standard copy paper, but you want to ensure that you make a good impression.
In you press kit you should include one-page bios of each company officer or upper-level manager. If possible these should be printed on company letterhead, but printing them on normal paper isn’t the worst thing that can happen.
Bios should include the title of each person, a professional photograph, history with the company, background, quotable statement, basic contact information and any areas in which they could be considered an expert. Often times reporters use press kits to see who they should interview for certain stories.
Giving away small trinkets with your company name and logo on them can go a long way for your business. Most reporters have moral restrictions on what gifts they can accept, but things such as pens and small staplers are fair game. Moreover, the promotional items that you give away will most likely find their way to reporters’ desks and they’ll be forced to think about your company, even if just for a moment, when they use said items.
Keep it simple
While it’s good to include a lot of information, make sure you don’t go overboard and pack so much in, such as telling everyone’s life story in their bios. In fact, only the most interesting details should make the cut for bios. Try and imagine it from the mind of a reporter, what do they really want to read about? Chances are it’s less about your office manager having a summer lake house and more about the fact that your CEO used to be a Congressman. After all, if reporters have to dig through a bunch of boring information, they might miss the important stuff.