How to Create a Press Kit

Press kits are a collection of marketing material presented in an interesting and memorable way. A good press kit drums up more business. In a way, a press kit is a resume and portfolio rolled into one.

Here's what to include when creating a press kit:

  • Letter of introduction or table of contents Your press kit should be organized so people can find the information they seek right away. Include your contact information here.
  • Profile Your company profile should be about a page long, and should include your company's who, what, where, when, how and why. Include a brief history and mention some of the company's important people as well as some interesting facts.
  • Fact Sheet Summarize the profile's highlights in bullet form, so they are easy to scan. The fact sheet should increase the reader's interest.
  • Biographies If you're promoting a company, it's a good idea to include bios of the organization's most important people. Include their positions and any information that shows they are strong, qualified team members.
  • Recent articles and publications Include anything other media have said about your product or company. After all, you did something good to generate that interest. [Lautenslager]
  • Press releases Sometimes the best press is self generated. Add your own press releases to the collection of good things to say about your company.
  • Story suggestions or samples Reporters love when you do their work for them. Give your reader some key points or even the whole story you want to share with the rest of the world. [McKay]
  • Related industry news If you're targeting investors, include financial statements and background on the industry related to your company or product. Remember, a press kit is a sales tool.
  • Photos, art or videos Make your press kit as attractive as possible by including a CD with every cool or interesting video and pictures of important events, people and your product. If news stories were on TV, include a CD with the video.