How to (and not to) create an effective press kit, Part 1

In this age of digital this and social networking that, the lowly press kit remains as one of the most useful tools for generating publicity.  Having a good, well-thought-out press kit can mean the difference between being featured and being forgotten.

Like with anything else, there are good ways to do press kits, and there are bad ways.  Luckily, it’s pretty simple to create a good press kit that will serve you well.

Here are some tips for what to do, and what not to do, when developing a press kit:

Do: Include only essential and “new” information
Do Not: Stuff your press kits with too much stuff

A good press kit contains a few press releases about new products, services or other news, high-quality photography, some company background information and contact information.

That’s it!

Too often, however, companies see the press kit as a chance to get everything they can into the hands of journalists, who for the most part, don’t like it.  “I don’t need catalogs for the company’s entire product line, I only want what’s new” one editor told me.  The editor also said that sending unsolicited product samples is a big no-no.

Instead, you should keep your press kit’s focus on what’s new.  “New information in the form of press releases and information sheets,” said an editor.  “And press releases must be dated.”

More to come…