How to Prepare a Press Kit

Include digital material with your press kit.

The most vital tool for getting information about your product, band, book, film or business publicized is an effective press kit. Press kits can be electronic or in hard copy form, with both types containing the same material. It's a good idea to mail hard press kits to the media in addition to having a press kit area on your web site. Each type is beneficial, both to you and to the media.

Instructions

1. Write a biographical fact sheet about the business, band, film or author. Keep it engaging and concise -- remember that editors may go through dozens of press kits a day, so a long biography will likely go unread, no matter how well-written.

2. Include high-resolution photographs for use in publication. Ideally, you should include at least one color and one black-and-white shot. If possible, include both vertical and horizontal photos. Include logos, if applicable. Don't overdo it -- three or four photos are better than one, but more than that is overkill. Burn the photos onto a CD for hard press kits.

3. Add promotional material to the kit. This may be a promotional copy for a book, DVD or music CD; a product sample; or an invitation to an event. Promotional items aren't generally needed for business press kits, but for music and literature kits, they're a necessity that can possibly lead to a published review or interview. These items can be included digitally in the press kit section of your web site, or offered digitally to members of the press by request.

4. Include any statistical or technical data that may be necessary, or information such as discographies or previous projects, laid out in a concise bullet-point style. If you have reviews or clips from other media sources, include scans or links.

5. Write a timely press release to send with the kit, announcing your new product, service, book, CD or event. Press releases should be very engaging without reading like an advertisement. Your press release should be on letterhead, with contact information on the top left and "For Immediate Release" in upper case on the top right. It should have a headline in upper case, with a subtitle just below it in title case. The body should be three to five paragraphs. Type three centered pound signs after the body, followed by a short paragraph about contacting the person in charge of PR. See Resources for a press release sample.

6. Compile individual hard press kits in a letter-sized envelope, with a piece of cardboard inserted to help prevent the discs from breaking. For your digital press kit, convert all written files to .pdf format and compress into a .zip file with the high-resolution photographs.

Tips & Warnings

• Follow up after sending out press kits. Call the editors and ask if the package was received, what they thought and if they plan to write a review or article, then call again in a couple of weeks.

• Don't be overly-gimmicky. Focus on what you're offering, and let it stand on its own.

References

• PR Ideas: Press Kits

Resources

• PublicityInsider.com: How to Write a Great Press Release -- A Sample Press Release Template