Letter of introduction
Sometimes referred to as the pitch letter, this first impression item is where you will grab or lose the reader's interest. Tell them upfront why they should care about what you're telling them. 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.
Information on the company
This includes your company's history, a company profile, and profiles of the chief officers, senior management and ownership. Include bio sheets, if appropriate.
Product and service information, including a product, service or performance review
This will let editors see what others are saying about you or help the editor write his own review. This should also be supported with product or service fact sheets, sell sheets or company brochures that are specific to your product or service.
Recent press publications and articles
Copies of recent press coverage is very appropriate for a press kit. After all, what other media have done will be of interest to current media targets. This can include article reprints and printouts of online press that a company might have received.
Many times, these are what instigated and caused the printing of the articles described above.
Audio and video files of radio or TV interviews, speeches, performances and any other media-covered event
Hard copies will suffice if the actual media is not available. Today, some companies are now putting online audio clips on their Web pages and in online media kits.
A sample news story
This is your chance to guide the media or your reader. Some editors will even print it verbatim, as they view ready-to-print articles as an easy way to fill up space with little effort on their part. They do, of course, usually edit these stories, so be prepared.
Other items to include:
Nonprofit and community-service involvement
Photos (if appropriate)
Factual background material and/or white papers
Specific information and schedules of upcoming promotions and events
Significant statistics specific to your industry, demographics and target audiences
Feature article material, such as articles written by company officers or senior management
Missions, goals and objectives
Samples or examples
Camera-ready logo art
An order form
The Key to Getting Noticed