How to Design a Press Kit

A well-designed press kit will yield media coverage.

When designing a press kit, finding the right balance between too much and too little information is critical in generating interest by the media. Media outlets, like newspapers, magazines and TV stations, are inundated with information from companies vying for coverage. Because press kits are often created for special events or product releases, the media will often request the information. Offer too much and they will get frustrated and cover something else. Offer too little and they will find another issue with readily accessible information.

Things You'll Need

• Folder
• Letterhead
• Photographs
• Business card
• Annual report
• DVD

Instructions

1. Create a folder with the company logo on the outside. This can be a special printing or simply a plain folder with a sticker logo on the outside. Use this folder to hold your materials.

2. Write a press release and print it on company letterhead. Use journalistic writing when crafting the press release. Make the information current, relevant and interesting. A boilerplate piece about the company will not suffice.

3. Include photographs. Because most digital photos are not taken with the proper resolution, newspapers and magazines may not bother to look at any on-line photos you post. If you do post photos online, state clearly their resolution and that they meet the minimum specification for high quality printing.

4. Staple a business card to the press kit. This will ensure the card doesn't fall out of the folder. Most writers will contact you while writing a piece about your company or event. If they lose the contact information, they may not write the piece.

5. Include any other recent articles about the company or event. Use high quality, color copies of the original articles. These kinds of articles encourage other media outlets to cover your company.

6. Include general information about the company, product and service. Annual reports are commonly included in press kits.

7. Add a DVD with recent news coverage and footage of employees working, company leaders making speeches and customers giving testimonials.

References

• Entrepreneur: The Ingredients of a Press Kit