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-who, what, when, where and why. Include the name and number of a contact person on the first page so reporters can reach you with any questions.

Web-based Press Kit

Paper may be the old school method of putting out information, but these days the press is looking for Web-based information. I talk to a lot of reporters on a weekly basis and the first thing they do when they get a press kit or a release is to visit your site. An electronic press kit is patterned along the same lines as the paper version but it’s more versatile. For example, on your Web site, you can post your current press release and include an archive of all past releases. Videos. Client success stories. You name it.

Journalists can access the material 24 hours a day, which can be vital when they are working on a deadline. In addition to photos, bios and press releases, online press kits can include copies of speeches made by company executives and official documents that you want to make public. In your electronic press kit, you can include a link to your e-Newsletter, which may be the best possible marketing, as well as a press tool for your firm. By taking a look at your e-Newsletter journalists can get a clearer picture of your firm in action, a chance to see how you serve your clients with timely information.

If your e-Newsletter has online tracking capability, you will be able to receive feedback from your clients. You might consider letting interested journalists know about the availability of that feedback to beef up a story. A few good quotes from clients who have been helped by your firm can make for excellent press. And of course, it should go without saying, make your online press kit easy for the journalism to find. Don’t make them search for it.

If you want press coverage you have to treat reporters as you would any other target audiences, and make things as simple as possible for them. Now it does take time to put together a press kit that attracts the attention of the media. But once it’s done and you send it to journalists—by e-mail or snail mail—you have a better chance of seeing favorable media coverage.