A bit of Biz: Press Kits

OK. It has been too long since I started a dialogue about the nuts and bolts of having a creative business. Sometimes I don't really feel like I have much to share, since I learn so much everyday myself. So really, today I want to share some great blogs/write-ups on the topic of PRESS KITS AND PRESS RELEASES.

I am currently working on getting a press kit out, so this has been on my mind lately.

So here is the PR 101

What is a PRESS RELEASE? A written release of news worthy information sent to journalists or media personnel to encourage a story or a write up about the product or event. The release features the who.what.where.why and how of your company in a compelling way and should have some kind of urgency to it. ("my company teaches kids how to make their own dolls" vs. "Teach your child to make their own christmas gifts!")

**An elevator pitch will help you here!

What is a PRESS KIT? A packaged set of merchandise for members of the media for promotional use. Things to include in your Press Kit:

  • Background info on your and your company
  • Fact Sheet listing specific features, statistics, or benefits
  • Biography of you and other key executives in your company
  • Past Press Coverage
  • Photos of your products and people involved (high res photos)
  • A press release (mentioned above) detailing the current news the media kit is sent in reference to
  • Media contact information
  • A CD or DVD if it is appropriate for your company
  • relevant advertising material, such as: postcard, flyer,etc.


  • enables press coverage in a wide variety of magazines and newspapers
  • reaches diverse readerships
  • possible to get you into really big features
  • Mail them out to editors of major magazines and news personnel that match your product.
  • Most magazines need products and info 6 months in advance. Think Christmas in June.
  • Find a PR Rep with good contacts. Jeannette Mulvey of PR COOKBOOK is a fantastic source. She can get Kits together for you.
Here are some recent articles/blog posts I have read this week on the topic:

Jaime Lentzner wrote on her blog today about the very topic: PR. She has some great tips about getting your products out there in magazines and other media. It is too good to sum up. read it here:

Bell and Boo mentioned yesterday about how she is busy getting press kits out and mentions to make sure you always follow up, and make phone calls to ensure your products are getting seen.

Startup Princess is chalk full of great marketing resources for Press Releases.

  • Here is a fantastic article with inclusions you need to consider in a Press Kit.

At the last Startup Princess Retreat, I learned some new ways to get your Press Release out on the web. Here are THREE big ones:

PR WEB: get your Press Release out to the WWW. Here is more about how it works. It costs a bit, but allows for Maximum distribution to major newspapers, magazine, online distributers, etc. Have yet to try it, but I have heard nothing but rave reviews.

RAMBO:(stands for Reach a Mom Blogger) allows you to pick a category and see if companies have posted an interest in featuring a product and/or service similar to yours. Great way to send samples to magazines and blogs that will feature and your product! Feature of Twittermoms.com

BLOGS/TWITTER/FACEBOOK: Social media outlets there are so many blogs that feature new products daily. Find blogs whose readers would be a good match for your product and offer to send a free sample or offer a discount to the readers. One of the best ways to get your name out there to people who buy online. TIP: blogs run by real people with real interests. Don't oversell yourself. Twitter and Facebook are a great way to mention updates in your shop that can potentially reach more people than your normal readership. Find the medium that works best for you. I am big on reducing excess computer time. Blogging is my thing, but I am dabbling in others and have been able to make contacts with people I wouldn't normally get to!

Well folks, there is more. Oh so much more. When I get my press kits done, I am happy to share how they look. Details are everything...and so I am taking my time. But in the meantime...if any of you have anything to add to the discussion, please do! There is so much out there on PR for business, but not a lot on PR for CREATIVE business. Any other tips? Make a comment! Have questions? Leave a comment!

Happy press making!