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The Press Kit

If you're doing any PR work, you'll need to put together a press kit. Here's a guide.

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The press kit usually consists of a folder with one or twopockets designed to hold a changeable array of companyinformation:

  • Company history, with trade association memberships
  • Overview of products and product lines
  • "Capabilities brochure"--your single mostcomprehensive piece of company literature that describes yourfirm's overall capabilities
  • A guide to the marketplace for your product
  • Biographies of principals (with CEO photo)
  • Samples of advertisements and background news features
  • Most recent product press releases
  • Organizational chart

The press kit should accompany your first press release to a newmedia outlet, but don't send it each time a release goes out,as that gets too expensive. However, you might mention in yourrelease that "a full and updated press kit is available foryour review."

A press kit should be on-hand anytime you stage a pressconference or meet with the business press.

Excerpted fromExcerpted from Knock-Out Marketing: Powerful Strategies to PunchUp Your Sales

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