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A press kit introduces to consumers, your audience and anyone who is interested in your product just what it is that makes you qualified. The press kit also gives full details about your product(s) or services. You don't have to be a design expert to make one, as long as you have the images that you would like to represent you, an idea of how you want to be perceived and the facts about your products.
1.) Introduce the main point of the press kit. Be careful with the front page, as this is the first impression people will have of your product. A photo of you holding a glass of champagne looks great if you are selling liquor, but it is pointless if your product is a new blue jean clothing line. Make your front cover an attractive representation of what you are selling.
2.) Create a short bio about yourself, and include information that makes readers immediately understand your goals, your background, what makes you qualified to present your product to an audience and why they should care. Although this bio should revolve around you, if written correctly, your background will make it obvious about why you are the right person to be the spokesperson for this project in your press kit. For example, if your press kit is to start a record label and your bio talks about how you were in the marching band, instrumental band and took business courses to learn how to work in the music industry, this is necessary information to read.
3.) Write a press release that includes overview information about your product, a short bio about yourself (try not to repeat the same things in Step 2 or focus it in a little more), and overview information on where the product or services can be purchased. You don't necessarily need to include prices and exact website addresses for every location that the product or service is sold, but try to link readers to one universal site that can link them to the rest.
4.) Give an extended view of the product or service. This is when you can start giving exact prices, locations, perks of buying this item or service and any statistics on how this product has been embraced in the community. If this is a new product that no one has ever used, explain why this product is the next best thing.
5.) Write reviews for the product. If it is a book you're trying to sell, include book reviews from different book clubs or websites. If it is a service, include positive reviews from your customers. If it is a new product, include reviews about people's reaction to your product and how much they want to see it in stores.
6.) Create a page that discusses your target market to readers. This helps those who are trying to sell your product because then they have a better idea of where they want your product or service located. For example, if you're promoting a teen magazine, promotion may be ideal to have the magazine at after-school hangouts, in bookstores or in malls. This same magazine may not sell the same if put into an aquarium bookstore. Include demographics like age, race, gender, location and economic bracket.
7.) Add information on upcoming events where consumers can find you, your products and your service. A person may not want to buy something just because she saw it online or in the paper. Seeing the businessperson live and in the flesh makes a customer more interested in the product. Make yourself available. If you have no events coming up, concentrate on getting at least one because there are far too many items online, in stores and around the world that people can buy. Make yourself stand out. Volunteer to work at an event that caters to your product even if it doesn't include your product. For example, if you wrote a book about a character who has HIV/AIDS, making yourself available at an HIV/AIDS walkathon or doing community work for an HIV/AIDS organization makes consumers understand that you are genuine about your product.
8.) Add contact information for people to reach you, including phone numbers, mailing address, email address, websites and any other contact people. This is another way for people to reach you directly in case they need more information that is not on your press kit or want to talk to you about follow-up opportunities.
9.) Finalize this material by saving it to your computer and a disc, and email it to yourself so you can access it to update information no matter the location. The information on your press kit now may be completely different a year from now on, so the press kit must stay up to date. If you used a program like Microsoft Word to create your press kit, convert it to a PDF or some other common form of documentation that cannot be manipulated by another person reading it. It is not a good idea to send someone a Word version of this document where they can change things around. Not that this happens often, but if information about your company is being passed along, you want to make sure that everyone receives the correct information without unsolicited changes.
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