Who can’t benefit from good publicity? Unfortunately, though, the press will usually only beat a path to your door if there is something negative to report, if even then. Instead of waiting for them to publicize the good news, do yourself a favor and create a press kit that will grab their attention and be proactive in getting coverage.

Many firms I’ve talked with through the years think a press kit is tough to put together, so they look to hire a public relations firm, but get sticker shock and can the whole idea. But putting together a press kit isn’t that tough and it is something you should do if you want to started to get solid press coverage.

Paper-based Press Kit

A paper press kit should be housed in a pocket folder with your firm’s name and logo on the front. The following information is usually included:

• Photos and biographies of key staff members.
• A brief (one or two page) history of the firm.
• A one page overview of each of your core products or services. Also photos of the hardware or packaging.
• Press clippings. If you don’t have any clippings, you can also send a promotional video or your company brochure.
• If you have a software product send a copy. People who are going to review and write about your product will want to get their hands on it and take it for a spin.
• A press release on our firm’s letterhead. This should be featured up-front and offer some news to hook reporters. It can describe a new product or announce an award your firm just received. And of course, make sure to you address the reporters basic questions