The press is a great resource for any company. Media exposure can greatly enhance any branding effort. Today’s technology allows for a confusing array of possibilities relating to your company’s press kit. Many business owners make common mistakes when assembling these kits. The following are some easy tips towards creating the press kit best suited to your company’s needs while avoiding common missteps.
The first components are obviously the basics. Essentials include company overview, description and history. All contact information is required. Testimonials for your product are very helpful as are independent and objective reviews from trusted sources. Any previous press coverage should also be included. This could include reference within trade or industry publications. Business card printing might be necessary in that the cards included must be of the highest quality. If yours are not it is time for a new batch.
Your press kit should reflect the industry in which you reside. For example, if your product is sold to young snow boarders, then you’d have a fun and edgy theme. Conversely, if you resided in a more conservative field like selling software to attorneys then you would desire a more professional and staid motif. You should keep this theme consistent and not vary it between recipients. This rule parallels the same concept relating to consistency within brochure printing and catalog printing.
Today, technology makes it possible to submit your kit electronically using no paper at all. The ability for media devices today to hold reams of data encourage some marketers to cram as much as will fit into the presentation. This often proves to be a fatal mistake. Information overload can turn off the reader. Keep your information concise. This can prove beneficial if it prompts a follow up phone call from the recipient for further information. Much better to have that opportunity for a personal pitch which wouldn’t exist had you conveyed the additional information within your media kit.
Keep the content in your kit current. If you are including old news that reflects poorly upon your organization. Review the materials in your kit on a continuous basis. Update it with the newest references and testimonials received by your product or service. Make sure your content conforms to the current reality taking into consideration any applicable recent events.
The fourth estate is a powerful weapon within your branding arsenal. Experienced marketers know that relationships developed with the press are worth their weight in gold. A good press kit is the way to initially get your foot in the door. The first ones sent out are the most critical. Create yours with care and thought.
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Janice Jenkins is a writer for a marketing company in Chicago, IL. Mostly into marketing research, Janice started writing articles early 2007 to impart her knowledge to individuals new to the marketing industry.