Press Kit Basics

If you read my article on putting together a press release, then you know that this is a key tool for getting media attention about your business. But sometimes, the media needs more information than can fit in a one or two-page release. Or, they like to have background information on hand for future reference.

Enter the press kit. This is not a media kit, which includes advertising and rate information. A press kit is information designed for reporters, writers and editors, to provide corporate and product information for a story.

Different marketers have different ideas about what should be included in a basic press kit. Here's my take:

Depending upon whether a press kit is being developed for a new product launch or just to provide background information for reporters, different elements might be included. But at its most basic, a press kit should provide the media with

  • a basic press release about whatever new issue, information, product, or service you want to highlight
  • company background information
  • facts & figures
  • biographical information of key players
  • some in-depth research about your industry or product,

Let's use the example of a new product launch.

Suppose your company, ABC Technologies, has developed a new widget that will revolutionize the way scissors are manufactured. You would begin with a basic press release announcing its development, of course.

The media might also want to know more detail about why this widget is better than the old ones. So you would write a three to five page "backgrounder "about the history of widgets and how/why this product is superior.

They might also want some product specs or details about the size of the widget market. For that, a one-page fact sheet would suffice. The fact sheet can include about 10 bulleted points, with just pertinent information, e.g., "The widget market in the U.S. grew 43 percent between 1990 and 2000."

Next, there should be some information about your company — ABC Technologies. A one to two-page backgrounder which describes the company, its mission and any other products you produce can be included here.

You would also want to include some biographical information about the company's management -- usually the President or CEO,  as well as perhaps the key research person or product manager. A corporate bio should be narrative in form, not a bulleted resume, and should highlight key accomplishments and related activities of the executive. For instance,

"ABC Technologies President Jane Smith has guided several new products to market which revolutionize the way people do business. Smith has been with ABC since its founding in 1990, first as Vice President of Sales & Marketing. She assumed the lead role at ABC in 1995.
Prior to joining ABC Technologies, Smith was Assistant Vice President with XYZ industries. She is also a frequent speaker at various industry trade shows and has written several journal articles about sales, marketing and technology. Her most recent article appeared in The New York Times Magazine in June, 1996.

Smith is a native New Yorker, and obtained her master's in marketing from New York University. She is a member of IABC, The National Association Of Female Executives (past president) and teaches a marketing course at Queens Community College."

In addition to all this information, print and web reporters might be interested in a product shot or line drawing of the new product. Newspapers generally prefer black & white photos (5x7 or 8x10 are the preferred sizes or send a .jpg); color magazines, web outlets, or trade publications usually run a photo from a digital file or may accept a color print or 35mm slide (yes they still make those). You can provide a CD with the press kit and .jpgs, in addition to hard copy. This makes things a little easier for the production departments. (If you're not sure about formats, call and ask the photo editor).

Of course, you also need to include a business or vcf card for additional follow-up. Personally, I tend to clip or staple the card to the inside of the kit pocket. Those little die-cuts can be difficult!

As for the folder itself...

Many people only send out electronic press kits. I still prefer sending a hard copy, even if I've also sent a digital version. There's still something nice about having a tangible set of copy to work from. But packaging counts – you want your materials to get noticed, in a good way.

Some companies go to great expense and great lengths to produce a slick, four-color, beautifully designed press kit cover. The truth is, the folders don't always fit in a filing cabinet drawer and will often get tossed — the information will be put in a plain manila file folder. A plain two-pocket folder, with a well-designed (black & white works fine) large label affixed to the front is just as good.

When putting the information in the folder, I usually put the press release first, on the right-hand side, with the fact sheet and product backgrounder behind it. On the left side would come the product shot, corporate backgrounder and bio. It doesn't necessarily have to be this way, but your press release should be the first thing people see, so they will keep reading.


© Liz Seegert/Marketing Communications. All Rights Reserved.
For reproduction or reprint information contact me.

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