Creating a press kit for your business is important to achieve a level of professionalism and legitimacy. Press kits can be sent to prospective partners, investors; and editors and journalists when pitching media coverage. It is important all the pieces of the press kit reflect your brand and have a uniform, professional design.
Logo and Branding
You should have your logo, corporate colors and branding uniform across all pieces of the press kit. Most companies hire a graphic designer and send the marketing pieces to a professional press, but for smaller businesses or businesses on a budget, it is possible to create a press kit in-house. Using letterhead to print the informational sheets is an inexpensive way to do this. Also, using a blank folder with a printed label affixed on the front with your logo can be acceptable as long as the label has a quality printing and design.
Elements of the Press Kit
Here are the very basics of a press kit:
- Company profile. A brief description of the business including date/year established, products/services and areas served.
- Press releases. If you have issued press releases announcing any publicly available information, include a copy of the most recent or relevant releases. Around 5 press releases should suffice.
- Marketing brochures. Most businesses have some sort of brochure they hand out to prospective customers or clients. Include your best brochures or marketing material, printing on letterhead if necessary. If the brochures are stand alone pieces, then add them to the press kit.
- FAQs. A list of frequently asked questions people may have about your business. You may print this on letterhead.
- Milestones. A timeline of notable achievements in the progress of the business is useful to a multitude of people. This may be printed on letterhead if not designed by a graphic designer and sent to press.
- Editorial content, tearsheets, or press mentions. If your business has been mentioned by other media, add a copy of the best tearsheets or press mentions to the press kit. If your business has self published industry research or some exceptional blog posts, include these in the press kit.
- Executive Bios. This is optionable. Some people do enjoy knowing who is behind the business, however this is not a requirement. Many businesses prefer to be identified by the business itself rather than the people.
- A folder to hold all the papers neatly together. You may print folders at the press, or print labels/stickers and affix the sticker with your logo on the front of the folder. Both are acceptable, and in fact a big fancy press kit for a small business on a budget may send the wrong message. Let the press kit as a whole, accurately reflect the size and capabilities of your company.
Where to send the press kit
Have a stack of press kits on hand for interested parties. You may also research editors of publications and journalists who write on topics relevant to your company. Assemble a list of mailing addresses and do a press kit mailing. Including a little something fun for the recipient that is not a bribe or a buy off is a good way to stand out. Examples would be a custom printed mousepad with your logo, a paper journal, a calendar, one of your company t-shirts, a company pen, or some other simple addition.
Don’t expect immediate results or call to follow up. A press kit is just another part of marketing and many people have stacks of press kits on their desks.
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