Subsection of: Elements for a Successful Press Campaign
Adapted from content excerpted from the American Express® OPEN Small Business Network
A press kit is essentially an “information kit” that will provide a journalist with background information about you and your company. Basically, it is a folder (preferably one with your company’s name and logo on the outside) that contains many of the “informational” elements described below. Remember, it is not a sales brochure — it should be a real help to reporters in writing their stories.
You will need to have press kits prepared when you are holding a press conference; when you go on a press interview; and whenever you are pitching a story to someone who does not know anything about your company. You also might want to send out an updated press kit once a year so that people following your company will have the most up-to-date information. The contents of your press kit should change depending on when you’re using it. In general, it will include some or all of the following:
Recent press releases
Background material about your company
A one-page fact sheet about your company
Biographies of your top executives
Photographs of products (be sure to include captions)
Photographs of your executives (essential for an interview)
Pertinent product sheets/brochures
Contact names and numbers
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