TODAY’S BUZZ TIP | February 10, 2009
If you are serious about building your brand then you need to develop a press kit. A press kit is one of the first things that an editor will ask for and is a must of any PR program. So make your kit is as strong as possible which means including these key elements:
Backgrounder on the company and founders — one to two page description of the company, benefits of products, differentiation from competitors, relevant experience of founders, etc.
Press Releases — include press releases on new product launches, recent events, new technology…any news relevant to your company, industry and market.
LookBook/Catalog — If you are a manufacturer, consumer products company, designer or anyone that has a product to sell, then you need a catalog or lookbook in a clean, attractive design. For a services company, including a description of your services in a fact sheet is ideal.
— Another must if you are a product company is to include a disc with professional, hi res images of your products. The media, particularly newspaper, blog and trade editors, frequently request hi res images to accompany articles featuring your products.
Extra Credit — You will receive bonus points if you also include any recent press coverage, articles, testimonials, etc. Basically, beyond the essentials above, you can include anything you feel will enhance the media’s knowledge of your company.