If you hear back from the editor or their designers from the publication you approached, it is possible that they will be working on a deadline and want your information yesterday. The best way to be prepared for this is by having a web page with high-res images, key facts, press releases and suchlike that can be downloaded quickly. Sometimes this approach can be quicker than snail mail and if you make work easier for your contacts, they may be back for more.
However, it is good to have a hard copy press kit as one way to express your creativity in your business material. Standard components of the press kit would include:
- a catalogue with clear photos and descriptions,
- a line sheet with product numbers and whole sale prices,
- a biography,
- colour copies of any press cuttings,
- press releases if what you are announcing is newsworthy,
- a few samples if you can spare them as often Editors prefer something visual to a press release.
A press kit is a great chance to be imaginative, but is can go terribly wrong if you try and jump through too many hoops and end up confusing the viewer and losing the message whilst you're at it. If you can balance out simplicity and creativity you'll have a winning kit. You may also consider:
- Including your contact information on the bottom of every item in the kit,
- Reflect your brand by reinforcing your colours and logos,
- Everything in the kit, aside from samples, should remain flat as editors often keep a stack of kits on their desk - and you wouldn't want to be the person who sent in a poster tube and you roll off or get binned.
- As a precaution label each and every item in the case it were to be separated from the rest.
- Don't include too many loose small items incase they get lost.
A note of caution though regarding samples - if you send unsolicited samples to publications, it is very unlikely that you will receive them back as they would be considered gifts. However if an editor was to request something specific from you, you will be more likely to see it again.
So your challenge for this week is to think about what you would include in a press kit.......
Image from http://www.theangryrobot.artfire.com/