From Boots to Press Kits, or How to Promote Your Products
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Not nearly as dramatic, but extremely effective, is a staple of many publicity programs — the press kit. The kit, essentially, is a folder that contains news releases, photos, backgrounders and other materials that media can use to provide coverage on a company or organization.
An article by the public relations firm of DeFrancesco/Goodfriend, Chicago, does an excellent job of guiding sales and marketing professionals on developing a press kit.
The article points out that press kits are frequently used:
- At trade shows, for press rooms and at the booth.
- At press conferences, for distribution to the media in attendance. (I attended a press event on Polymeric System’s SUM PAK Single Use Mixer Package at ASSEMBLY Tech Expo last fall. The article appears on page 50.)
- Before and during executive interviews and
- In mailings to the media.
Press kits often contain:
- Press releases announcing new products and/or services, new company developments (like a plant expansion or an industry award), new executives, or a company milestone.
- A fact sheet on the organization.
- A feature story that reflects the company’s products or services. For example, a company that markets a range of glues and adhesive products could include an article that provides consumer tips on selecting the best glue for the job.
- Biographies of key executives.
- A list of article ideas.
- Photos and slides to illustrate the contents of the press kit.
- Existing printed materials on the organization such as a corporate brochure, an annual report or a product bulletin.
For additional information on developing a press kit, contact DeFrancesco/ Goodfriend at 312-644-4409.