A great primer on the key elements to a professional press kit (aka media kit). Courtesty of WebPRpro

1.
Tips e‐Booklet:
The components of a good
Press Kit
Created by WebPRpro©

2. What should a press kit include?
A press kit, also known as a media kit, is a comprehensive packet of information about your company or
organization. These days it is common to have a hard copy press kit (usually contained within a pocket
folder) and an electronic version for emailing and inclusion on your website (usually in a “press room” or
“media center” on your site).
Depending on your situation, target audience and uses for the press kit, it may contain a variety of
materials. In addition to needing a press kit for the media, you might also need the kit for investors,
customers, partners and others who want to know more about you and your business.
Although a press kit should be comprehensive, it should be limited to materials that best make a favorable
and powerful first impression.
The press kit must be accurate, professional and free from errors in order to create a polished and positive
image for your company. What not to include in the kit is almost as important as what you should include.
Avoid overloading the kit and your reader with too much. The kit should not contain every brochure, press
release or article you have gotten since the beginning of your company’s history, but instead the most
current, impressive and pertinent of these (if you have a long list, include a list and leave it at that).
And remember, you will not get the press kit back, so don’t include original documents or articles unless
you are willing to part with them.
WebPRpro creates the basics for a press kit and can have the materials ready for your online press center
within three business days. To get started, go to http://WebPRpro.com/essentials today.
WebPRpro recommends the following materials for a press kit:
1.“Pitch Letter” aka Letter of Introduction – This letter is the first impression you will make. It is how you
will introduce yourself and grab or lose the reader's interest. The letter tells them why they should care.
Provide a table of contents or a brief description of the items enclosed in the actual press kit. Let them
know you are available for follow‐up interviews and questions. Also make sure to include your contact
information in this letter.
2. Fact Sheet – This is basically a snapshot of your company and its history. Depending on your industry,
accomplishments and length of time you’ve been business, there are numerous things to include.
WebPRpro‐created fact sheets have a list of “must haves” and many additional items based on your unique
situation.
3. Founder, Executive and/or Manager Biographies: These will introduce the founders and key
management personnel at your organization. All audiences want to know the individuals they are dealing
with. The biographies introduce your key staff with a description of their current duties, past employee
experience, areas of expertise, education and affiliations.
4. Milestones – This is a list of accomplishments and goals that have been reached by your organization or
its key management. It could include the opening of your doors to winning an honor. This helps to outline
a history of success for your organization.
5. List of Frequently Asked Questions or F.A.Q. (sometimes pronounced “Fak”): This answers commonly
asked questions that you get from various audiences and provides you with an opportunity to answer them
Created by WebPRpro©

3. as you would like. The questions and answers are as unique as each business. We’ve developed a FAQ that
will work for all types of businesses and organizations.
6. Data Sheets or Promotional One‐Sheets – This is an opportunity to include specifications on your
product or service, provide more detail or communicate about upcoming events or promotions. It is the
most “salesy” part of the press kit, but should still avoid hype and jargon. Often these sheets are good to
introduce a new product, service or series of events or offerings to your target audiences.
7. Recent Press Releases: WebPRpro recommends that you include up to the last three news releases
you’ve issued. If you only have one news release to include, that’s OK too. The current press releases show
the media that you’re newsworthy and give them a reason to cover you.
8. Recent Editorial Coverage: Copies of recent press coverage is good to include in a press kit. This can
include article reprints and printouts of online editorial coverage that your company has received. Even if it
includes your competition, it’s OK to include if it’s a prominent publication and refers to you favorably.
9. Audio and video files (electronic or on disc) of radio or TV interviews, speeches, performances and any
other media‐covered events. Also links to online videos on YouTube or online profiles you want your
reader to see: Today, more and more companies are putting online audio clips on their Web pages and in
online media kits.
10. Other items you might include:
• Photos of executives, products, company events, building, executives accepting honors, etc. (if
pertinent and appropriate)
• Samples or examples of your product or work
• Positive reviews from editors and opinion leaders
• List of testimonials from customers
• Background material, studies of interest, tips and how to’s, and/or white papers
• Information and schedules of upcoming promotions, sales and events
• Statistics specific to your industry, demographics and target markets that supports the use of your
product or service
• Updates on government regulations, compliance laws or pending requirements that prove the
necessity for your product or service
• Guest or contributed articles, such as articles or opinion pieces written by company officers or
senior management or letters to editor
• High‐resolution logo art ready for publication
• Giveaway, sweepstakes or contest information
• Exclusive invitations to special events you are hosting
• Screen shot of your Website (particularly if you do businesses via the Internet)
11. CD – a CD containing at least items 1 thru 7 listed above is recommended if you have the resources.
Many editors and others prefer electronic files and will appreciate the convenience they offer. If you do not
have the resources to put the materials on a disc, don’t sweat it, if they really need it in an electronic
format, they will let you know!
WebPRpro creates many of the above components and can have the materials ready for your online press
center within three business days. To get started, go to http://WebPRpro.com/essentials today.
Created by WebPRpro©