Why Your Business Needs a Press Kit

Your press kit is the most important tool you can have to successfully achieve public relations for your business. Why? It tells your story! You wouldn't go to a meeting or new business presentation without a materials to present and discuss, so why would you just pick up the phone and contact media and not expect them to request information?

It is the FIRST tactic I perform for all of my clients!

Developing your press kit is one of the very first things you should do before pursuing media stories. It's purpose is to be an all-inclusive package of information on your business that tells media why they should write a story.

A press kit might include:

1. Press release(s)
2. Owner bio (human interest story)
3. Company backgrounder
4. Product fact sheets
5. Tip sheets for expert positioning
6. Testimonials
7. List of story ideas
8. Product samples (as part of press kit mailing)
9. Product photos
10. Company logo and other valuable graphics

Let me re-iterate the importance of the press kit: I spend most of my time each week pitching media and when I speak to journalists by phone they always ask for an email with information (i.e. press kit materials). When I approach them via email initially I always include one or two pieces from the press kit - usually the most relevant press release and company backgrounder.

Remember that journalists receive hundreds of pieces of mail and email everyday and this is the ONE chance, first-impression you get with media. Since they don't have a great deal of time, you must include valuable information along with a well-crafted story pitch in order to catch the attention of media. If you don't they will either be interested enough to email and ask for information or....worse....they will trash the email altogether, and you miss out.

One last thing to remember is that just because you send out your story idea and materials to media doesn't mean that they're going to drop everything at that very moment to write the story - unless, of course, it is immediately timely. Offering media press kit materials allows them the opportunity to make some notes and put it on file for a future story that they may be considering your business for. Just make sure that your contact information near the top and clearly visible. No contact means no story.

For more information, read this...