How to Make a Press Kit for an Artist

A press kit should not be filled with too much to read, or too little.

Press kits are consolidated packets of information that can be sent or given to editors, promoters, agents, radio program directors or anyone who can help your business. These busy decisionmakers receive more information than they could possibly read. To be sure yours gets noticed, it needs to stand out. It is especially important for a creative person to demonstrate professionalism as well as artistry. The best way to do this is with a professional press kit that contains everything a recipient will need to pique his or her interest.

Things You'll Need

• Press kit pocket folder
• Artist's bio
• Testimonials
• Press release
• Photos of artist's work
• Cover letter
• Business card

Instructions

Pocket Folder

1. Ask several business associates to recommend a reasonably priced printer. Visit several and explain that you want to have personalized pocket folders made for an artist's press kit. Be prepared to tell them any thoughts you have about the folders, your budget range and your deadline. Tell them you will have other pieces for them if you work well together and the price is right. Alternatively, a printer could make personalized labels you can attach to store-bought folders.

2. Compare websites for electronic press or media kits. Decide whether you will primarily be contacting media electronically, in person or by mail. Choose the best printer or website for your marketing methods. The elements of the media kits will be the same whether you choose paper or electronic copies.

3. Write or ask a professional to write the artist's biography. It should be one page or less and include the type of art or music being showcased, how and when the artist got into the field and venues where the artist has played or exhibited. Highlight any awards or honors. If the artist's education helped further his or her art, mention that too.

4. Compile compliments, congratulatory comments or notes of thanks received and put them all on one page called "Testimonials." Or, for a less formal press kit, call the page "What people are saying about ______." Include the names of the people who made the comments. Use the back of the page if you have enough good comments. Ask for testimonials from pleased previous customers or venues if you need more.

5. Write or ask a professional writer to write a press release whenever you have news. Examples of news are when you are playing or showing your work somewhere new, when you have a one-person show, when you enter or win a contest, if you change agents or representatives, or when a new partner joins your group. Keep the press release to one page in length. Include an interesting, short headline, the date, the location the news is coming from, and the name and phone number of the person to contact for more information.

6. Write a cover letter introducing the kit. Explain why you are sending it and what you want the reader to do after reading the information in the kit. Close the letter by explaining whether you want the reader to call, book you, enter you in a contest, play your music on the air or whatever your goal is. This is called the "call to action." Be sure to include the phone number to call. Add a short, handwritten note to personalize the kit.

7. Include high-quality photos of your art, of you creating your art or playing your music. Take photos if you do not have any or if they are not high quality.

8. Add a CD of your music or a narration of your art, or prominently display a website link to hear or see it. Attach your business card or the contact person's business card to the inside, right-hand pocket.

Tips & Warnings

• Ask another person to proofread every piece in the kit before making copies. Do not ask the writer to proofread or do it yourself -- you are both too close to the project to catch errors, and a fresh eye brings fresh perspective.

References

• Gaebler Resources for Entrepreneurs: Press Kit Contents
• My PPK Power Press Kits: Electronic Press Kits