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Five Reasons for Creating Press Kits

How to Use Your Press Kits to Keep Getting Free Publicity


Designers in meeting
Reza Estakhrian/ Stone/ Getty Images

Creating press kits can give you free media coverage but many business owners or even individuals often overlook the power of a solid press kit. They think a press release is good enough to do the job.

Are you missing out on free media exposure by not creating a press kit? Here are five reasons for creating press kits with samples of what to include:

1. Product Launch
Reporters and editors see press releases for product launches all the time. Give them even more information to make your product the one they cover.

A sample product launch press kit might include:

  • A press release
  • Company info
  • A quote sheet from those involved with the product launch and development
  • High resolution images of the product
  • Your PR person's business card
  • Brochure on the product
  • Product sample, if available.

2. New Company Launch
Many new companies miss out on free media coverage simply because they choose to send out a press release to announce the company's launch. This is your chance to establish media contacts you'll use throughout your company's long history and generate buzz about your new business.

A sample company launch press kit might include:

  • A press release
  • Executive profiles with bios and pictures
  • High resolution images
  • DVD with commercials or other corporate videos
  • Media contact info
  • Brochure(s)

3. Mergers and Acquistions
If your company is merging with or has acquired another business, a mergers and acquisitions press kit will not only help you get free coverage, it will also redirect all of your media inquiries to the updated media contact. This will ensure the media knows who to contact for future news stories as well.

A sample mergers and acquisitions press kit might include:

  • A press release
  • Company info
  • Updated executive bios with pictures
  • Media contact info
  • Picture of your media contact person and bio, especially if that contact has changed since the merger or acquisition
  • Quote sheet from executives about the merger acquisition

4. News Conference
You may be holding a news conference about a major client you landed that will help the city's economy or you might hold a news conference about a charity event you're sponsoring.

A sample news conference press kit might include:

  • A press release about the news conference (not when it will be held since reporters and editors won't actually be reading this press release until after the news conference is over)
  • Quote sheets from executives. If this is for a charity, you can also include quotes from people involved with the charity.
  • Artist's rendition (if you're opening a new building or helping to build a house for charity, for example)
  • High resolution images, if relevant
  • Fact sheet about the event
  • If a joint venture, you can include company info and also info about the charity, if applicable

5. Trade Shows
Show up at a trade show without a press kit at your company's booth and you'll be one of the few. Not only do reporters scour trade shows for press kits, so do vendors who could do business with you.

You may have a lot of different things going on with your company - expansion, new executives, new products, etc. A trade show is an exciting opportunity for you to detail some of those highlights that make your company newsworthy.

A sample trade show press kit might include:

  • Press releases (you don't have to be limited to one)
  • Brochures for new products
  • Product samples (in your press kit if they're small enough or available at your booth if possible). These are great additions to your materials because they give reporters and editors hands-on experience with your product(s).
  • Quote sheet from executives
  • Complete media contact info
  • Fact sheets that detail features, benefits and other info about your company or a specific product
  • Company history

As you can see, there's no cookie cutter recipe for creating press kits. What you include depends on what your purpose is but not creating one at all costs you priceless free media coverage.

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