Developing a Press Kit for Your Small Business

Developing a Press Kit for Your Small Business
AllBusiness.com

Marketing yourself to the media isn't as difficult as it sounds, even on a budget. Many firms choose to introduce themselves to the news media with a press kit that provides reporters with the basics about the company and its recent news, already pulled together in a cohesive, appealing package.

Whether you put a kit together yourself or pay an outside firm to do it, the important thing isn't a glamorous look or a weighty package; it's telling your story clearly, concisely and at the right time.

Every press kit should include the following:

A one-page list of the basic statistics. Include the firm name, who formed it and when, what the company does or makes, revenues or earnings information, the number of employees and in what locations, and a sample of your most impressive clients. If you have good market data, now's the time to use it.
Some sort of image. Today's media want full-color, glossy photos or sketches. Art should include a color head-and-shoulders photo of the company's president. It may also include clear diagrams or pictures of your product. If what you do is complicated, graphics can be a good way to explain it.
A company history. If your firm is old enough, provide a short timeline of events such as when you received venture capital funding, when you unveiled a key product or when you reorganized the firm in a significant way.
A press release. Clearly introduce the reason your company is important now. Center on a recent event. Keep it as close to one page as possible. Check out Press Releases for Small Businesses for specific details to include in a press release.
Contact information. Provide a clear indication of whom reporters should call, and where to reach them, for more information. It can be the president of a small firm, an outside agency, or someone else you select in-house. Make sure that this person knows a lot about the company, can answer questions, and is able to put reporters in contact with others in the company who know more about specific aspects of doing business. This person should also return all calls promptly -- even if messages don't include a deadline, there always is one. Helpful, prompt companies are a news reporter's best candidates for stories.

Some companies decide to tailor their kits to individual reporters. The easiest way to do that is with a short (three paragraph) letter. Letters should emphasize why they should write about your company and briefly highlight the news in your release. For help on targeting your press releases, read Who Should Get Your Press Releases?

Finally, it's a good idea to have a version of your press kit available on your Web site. That way, reporters can get instant access to everything they need -- without you having to print up thousands of expensive press kits.

Find more tips on writing press releases and developing a press kit for your business at AllBusiness.com.