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Developing a Press Kit

23 Aug, 2008  Internet Marketing, branding

You can develop a press kit to market your business to the media even if you are on a budget! You can introduce yourself to the news media just like many big businesses do. A press kit provides reporters, investors, and analysts with vital information about a company’s composition, recent news, and prospects for growth.

A press kit will communicate your story clearly and concisely regardless of whether put it together yourself or you hire someone to do it for you. It does not have to appear glamorous or weighty with information. If you do decide to hire someone you need to consider your budget to determine if you can afford it and how much it will cost you to do so.

A press kit will usually include:

A one-page list of your basic business statistics. It would of course include your business name, founders and the date your business began it will highlight your primary business, revenues and earnings information. It would also include relevant market data, number of employees, business location and a sample list of customers or clients. Include a description of your service/product and be specific. Do not just state that your product is unique if it is not. Tell the reader exactly what is unique about your product or service.

Your business logo or image. These will draw attention to your business’s information if they are a full-color glossy photos or sketches. Many press kits will include a color portrait of the business owner, president or CEO and an illustration or photo of the primary product/service. You might include illustrations for examples of your business’s service/product if it is complicated.

A company history. If your business is been around for a few years or if you have reorganized your business you might include a timeline of those events. This would include when you got your capital funding, when new products/services began and when the reorganization was completed. The reorganization is basically when one or more senior executives.

A press release. This should state why your company is important now, clearly and concisely. You might consider focusing on recent events. You should not have to go beyond one page. Check out Press Releases for Small Businesses for specific details to include in a press release.

Contact information. You will need to give reporters a way to contact you for further questions. The best point of contact is with the owner or an in-house representative. You could also use a third party agency as a contact. Whoever the contact is they must be fully informed on the businesses history and current events and be able to answer probing questions. Remember, this contact is a diplomat to the reporters and analysts. At times they should follow through and refer these reporters to certain employees for additional information. You need to make sure that they return calls from the media promptly because most media reporters and analysts adhere to strict deadlines. Informative, courteous, prompt businesses are the stronger candidates for a reporter’s stories.

Large businesses utilize customized kits for specific reporters and analysts. They will use a standard format brief 3-5 paragraph letter that emphasizes, highlights and explains reasons for the business’s newsworthiness.

One of the great things about having a website for your business is the ability to provide a downloadable version of your press kit on your website. This will give reporters and analysts access to everything they need. This can also save your business thousands of dollars in printing expensive press kits.

Virtually yours,
Linda Belan
Your Outsource Solutions, LLC
www.youroutsourcesolutions.com

 

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