How to (and not to) create an effective press kit, Part 2

Continuing our discussion about press kits…

Do: Keep your press kits simple and easy to use
Do Not: Get too cute with fancy designs or packaging

When developing your press kit, it’s important to remember that it is first and foremost a reference tool.  It will sit in an editor’s file drawer for up to a year, and she will refer back to it when she needs to.

For that reason, press kits should typically be very simple and utilitarian in their design.  Sure, you can design the folder so it looks nice and represents your brand well.  But it should still be easy to use and file and find.

In recent years, electronic press kits have become more prevalent.  A CD or a USB drive with all of the releases and photos in digital form is the ultimate in user-friendliness.

But resist the urge to “over-design” your press kit.  “Fancy press kits with lots of unnecessary flair, gimmicks, and frilly packaging are a waste of time,” said an editor.  “It’s the information that matters.”