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