Don't mistakenly believe that corporate press kits are something reserved for the "big boys" of the business world. Press kits can be prepared and distributed by any company and they are a great way to get some positive publicity for your solo business.
The idea behind a press kit is to present the media with information and facts about your business in a way that will make it easy for them to publish your story. You're trying to give them exactly what they would want to see if they were coming to you on their own looking for details about your business.
Imagine this scenario: you're an editor of the local business section of the city newspaper. You are trying to decide which of two companies you're going to spotlight in this Sunday's "Eye on Business" column. You know little, if anything about either company, but you figure you can send a reporter to contact both and develop a story for the weekend's paper.
Company A is contacted and agrees to an interview, but since the owner is going to be out of town until Friday afternoon, your reporter will have to speak with him at his home Friday night. He doesn't really have any written company history, and he hasn't finished his new brochure yet but he'll see if he can find one from last year. He says he'll see if he can find something interesting to note about the company upon his return.
Company B is contacted and agrees to an interview. The owner offers to stop by the editor's desk on his lunch hour today and leave his press kit. It contains:
1. A one page summary of the corporate history. It explains when and why the company began business, the owner's background and experience in the niche, and how the company has grown over the past three years.
2. A one page listing of the products and services the company offers for sale and a list of the top customers that are users (clients) of the companies' products.
3. A one page press release. The company just announced the release of a new product that it says has universal appeal in the niche and will sell for about half what competing products are going for.
4. A picture of the owner introducing his new product to the company president of his largest client.
5. The marketing brochure. This is a color fold-out that the company distributes at trade shows and events that gives all the company contact information and a coupon for a 15% discount on initial corporate purchases.
6. A FAQs sheet. A one page "frequently asked questions" sheet that briefly answers the most common questions the company receives about its products and services.
7. Folder with the company name and complete contact information on the front and a business card of the owner tucked inside. The folder organizes and holds all the press kit information.
OK. You're the editor and you alone decide which of the two companies you're going to invest your time with for the upcoming story.
You haven't personally met either owner of Company A or Company B. But do you have any inclinations or leanings yet based on your initial contact of each?
Get a press kit developed and put it in the hands of the media contacts both in your area and in your niche, both on- and off-line.
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