NFIB

Compile an Effective Press Kit
09/ 30/ 2002

by Vicki Gerson

A press kit, also known as a media kit, is a packet of information you can send out to the media, hand out at trade shows or give to potential customers. If you haven't put one together for your business, now is a good time to consider it. Here’s what to include:

Company fact sheet

This should be in bullet form and no longer than two pages. It needs to tell how old the company is, what you do, what makes you special and what products you sell or services you perform.

It should be a quick reference guide to your business including the company’s address, phone and fax numbers, Web site, email address, and contact information. You may want to include your number of employees and relevant financial information as well.

Biographies

Include a short biography on the owner(s) of the company and senior management, including name, title, education, professional affiliations, awards, specific expertise at the company (titles don't always tell the story) and community involvement. Age and family information are optional.

Press releases

Include at least one press release about a product or service at your company. Include quotes from clients as well as staff members.

Testimonials

Include one page of testimonials. Keep each testimonial single-spaced with quotation marks at the beginning and the end. Then on a separate line, put the person’s name, title and occupation. Try to collect varied quotes that cover many aspects of what your products and services have to offer.

Get written permission to use testimonials in your press kit. Ask clients if they prefer to write the quote. If they want you to write it, make sure you fax or email it to the customer for approval.

Reprints

If you have been fortunate enough to have newspaper or magazine articles written about you or your business, include reprints in the press kit. These articles lend credibility to your business.

Photos

Include shots of your products or of customers being helped by your services.

The final step

Once you have all the material, put it in an attractive two-pocket folder with your company logo on the cover. Pick a color that goes well with your logo and makes it immediately noticeable.

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