How to Create Press Kits & Press Releases

To get noticed by the press, you have to tell your story succinctly.

A press release is the key message that you distribute to news media about an event or circumstance that affects your organization, be it a business opening a new location, a nonprofit group launching a funding drive or a band releasing a CD. A press kit is a packet of mostly background information that accompanies the press release. It gives the reporter or editor more information about who you are and what you do. The press kit makes it easier for the reporter to do a more comprehensive story than he might be able to do with a press release alone.

Things You'll Need

• Computer
• Paper
• Copier
• Additional company/nonprofit handouts
• Folders

Instructions

1. Write the press release to deal primarily with the news you're trying to publicize. Be straightforward in your approach. Include the traditional Five W's: who, what, when, where and why, but don't jam all of that into your lead sentence. Instead, your lead should provide the most important element of your story.

2. Expand on the lead in the following paragraphs, giving further details, such as time of the event or circumstances surrounding the announcement. Do not use adjectives such as "great," "important" or "impressive" to describe your news. Editors are more likely to ignore your release if you do. Instead, describe your news factually.

3. Quote a key person. The quote gives the person some leeway to comment on the meaning of the news, but he should still avoid effusive self-praise.

4. Include contact information. You can include phone numbers and emails for more than one person.

5. Write a summary paragraph below your headline but separate from the body of the press release. If your news is an event such as a concert, the summary should be a short calendar item with the essential details.

6. Make a press kit available to provide a more complete picture. This is mostly timeless information and should include an introduction to the company or organization as a separate document. Also include separate documents for key personnel and bios, press clippings, product or service information if applicable, photos and graphics, FAQs and other essential background that could be helpful to journalists. Each document should include logos and contact info.

7. Compile the press release and press kit in a pocket folder when meeting with a journalist face-to-face. Arrange the documents in a logical order. If you're sending out press releases by email, the preferred option with most news organizations these days, include a link in the release to an online press kit. The online version includes the same documents in PDF formats for text and jpegs for photos. The press kit can be a permanent feature on the company or organization's website, but be sure to update the documents promptly when changes occur.

References

• PR Web Direct