Press kits aren't just for multi-national corporations; every company--large or small--can use press kits to introduce themselves to the media with the goal of getting the coveted coverage only a few receive. Most companies don't take full advantage of press kits, leaving the door wide open for those that do.

1. Press Kits
How To Create A Powerful—
And Essential—Part Of Your
Marketing Arsenal

2. Lisa Horn, CAS
Hello! I’m Lisa Horn, CAS,!
a.k.a. @ThePublicityGal, !
and I put my 18 years of !
promotional products
industry experience to work
consulting with a number of suppliers,
distributors and service providers on their
publicity, content marketing, catalog, social
media and strategic communication efforts.

3. Takeaways: What You’ll Learn
In today’s session, we will:
• Examine why media relations is important
• Understand the role press kits play at media outlets
• Learn the 10 ingredients every press kit should
include
• Cover tips for working with the media

4. Get Social: Live Sharing
Tweet away!
Please use #PPAIExpo
and/or @thepublicitygal
so everyone can track !
the conversation.

5. Why Media Relations?
Unlike other types of marketing
& advertising, media relations
offers several unique benefits:
• Implied third-party
endorsement
• Trust factor; it’s what !
others say about you
• Boost to overall image !
and reputation

6. Why Media Relations?
• Builds links to your website and
content for your press page
• Gives social proof that !
you are expert enough !
to be considered a !
source
• Gives content for social !
media

7. Why Media Relations?
• Conversation starter with
clients and prospects, turning !
a cold call into a warm call
• Can lead to guest blogging
and/or speaking opportunities,
increasing your impact and
influence even more

8. The Press Kit
The press kit (media kit) is a formal introduction of
you and your company. Used by entrepreneurs,
small biz and large corporations, the press kit tells
your story through a collection of company
information and articles to the media, investors,
clients, prospects and others.
Like other marketing tactics, the goal is to get !
your audience’s attention and create enough !
interest so they contact you for more info.

9. The Press Kit Ingredients
A comprehensive press kit should include:
1. An introductory pitch letter—the executive
summary that tells the media what’s in it for them
2. A company bio, including history
3. Individual corporate bios of company leadership
4. Product and service overview, including !
catalogs, sell sheets, reviews, samples, etc.

10. The Press Kit Ingredients
5. Current press releases
6. Recent press mentions and published articles
7. Sample news story and/or list of story ideas
8. Videos, podcasts, photos
9. Frequently asked questions
10. Any other credentials that position you as !
an expert

11. The Press Kit Ingredients
Bonus materials: Depending on your audience and the
purpose of your press kit, you can include:
• Financial info (for investor audience)
• Industry info (for media outside promo products)
• Additional support materials: white papers, articles
by senior management, company newsletters
• Charitable endeavors

12. Simple Or Elaborate?
How detailed and complex should your press kit be?
It depends on:
• What you want to communicate about your
company, product and brand
• How frequently information changes
• Who your audience is
• How much budget you have

13. Printed Or Electronic?
An electronic version of your press kit must live on
your website for download. Print it if you:
• Are doing a targeted mailing with a specific purpose
• Have product samples, catalog or other bulky items
to include
• Want to make an impression with creative !
design and packaging
• Have a budget to allocate to print

14. Press Kit Visibility
Your press kit has been created. Now what?
• Target media outlets to contact
• Add a downloadable PDF on your website’s !
press page
• Write about it on your blog
• Post about it on social media
• Include it in your company newsletter

15. Contacting The Media
When sending your press kit to the media:
• Do your homework and understand the publication
you’re pitching—and tailor your press kit accordingly.
• Provide comprehensive info, but don’t overwhelm.
• Take an audience centric approach and provide !
what they need.
• When contacted, respond quickly; editors !
are ALWAYS on deadline.

16. Final Thoughts
There’s no such thing as free !
press. Earned media is truly !
earned—in time and effort.
Getting mentioned in the !
press—from small niche !
magazines to large newsstand !
publications—is worth the !
investment and should be an integral part of
your comprehensive marketing plans.

17. Let’s Connect
http://www.facebook.com/
lisakhorn.biz
http://twitter.com/
thepublicitygal

18. Questions