What Goes into a Press Kit?

However, don’t include every piece of marketing information ever produced. Instead place information that is relevant to the reader and current. The following is a short list of documents to put in a press kit. Depending on your target audience, such as a reporter, potential investor or customer, you may not include all of these items. 
Pitch Letter 
A pitch letter, also called a letter of introduction is the first impression the reader receives of the product or business. To a reader’s interest, tell him or her why they should care about the product or business. The pitch has a brief description or table of contents on the subject of the press kit. Also, the pitch should let the reader know you’re available for any questions or interviews. It should provide contact information at the end of the letter. 
• Company Information • This information includes: • History • Profiles of senior management, owners and chief officers • Company profile 
You can include a bio sheet in this section. 
Product or Business Reviews or InformationThis part of the press kit allows the audience to read what other companies and people are saying about the business or product. This section can include simple copies from online and print articles and/ or reviews. Provide fact sheets, company brochures and sell sheets about the service, product or business. 
Frequently Asked Questions (FAQs)FAQs are the list of questions you anticipate a reader may have about the product, service or business. Include a combination of general and specific questions. If the editor is reading this press kit, then it will help him or her decide what questions to ask you during an interview. 
Media InformationYou can include recent press releases. These releases are usually what initiate articles and reviews. Also, you can include hard copies or actual video and audio files of speeches, radio, television files. If you decide to place actual files, you can simply download files onto a flash drive and include it into your press kit folder. 
If you don’t have any media exposure, you can write a sample news story. It’s your chance to provide a little positive press for your product or business. The article should resemble an actual news article. Sometimes an editor will print it without changing any information. Other times they will edit information before printing it. 
Other items you can include in your press kit are: 
• Recent awards • Any community service and non-profit involvement • Schedule of upcoming events • Photographs of the product or business• Statements such as objectives, missions and goals • Statistics on your industry • Demographics • Target audience information• Order forms • Giveaway products
The goal of a press kit is to get your business or product some exposure. Whether you’re giving the press kit to media or customers, package the kit in a unique way. Make sure the uniqueness is professional. Many businesses provide a press kit on their website and in print.