The Top 10 Most Important Documents to Include in Your Press Kit

The Top 10 Most Important Documents to Include in Your Press Kit

Category: Sales, Marketing, PR, Sales Management (AF56)

Originally Submitted on 1/2/99.

Media sources expect your documentation to be interesting, informative, and accurate. If you fall short in any of these three areas you may very well be building the wrong image and ruining your chances of good and profitable public attention. (So when you are in the process of writing your material, keep these three words in the back of your mind: Informative - Interesting - Accurate.) Next, the press expects you to do their work for them. The less they have to do to publicize you or your articles the better your chances are. If you can on a regular basis provide the media with substantial information, they will welcome and encourage your involvement.

1. The Tip Sheet or Notice of Event

The tip sheet is used to notify assignment editors a few weeks in advance about what is taking place, when, where and who to contact for more information.
It should be typed and printed on your letterhead and it should include the following information;
-Media Contact's Name
-Company
-Address
-Business Phone Number
-After Hours Phone Number
-Summary Headline
-Event Description
-Date & Time
-Location (Be sure to give directions if the location is difficult to find)
-Background Information

2. Press/News Release

A press release is something that you will use to inform the media of what you are doing that is new, different, better and newsworthy.
Keep your press release short (about 500 words or less). Type it, double space and do not use both sides of the paper. Media people are busy and they have hundreds of press releases to go through a day so make it as interesting, neat and simple to follow as you can. In fact, write it like a story, not like a fact sheet but like an article that could be printed as is.

3. Biographical Documentation

It is a feature story all about you, that you can use to influence the media to write about you or invite you to a broadcasting session. However it must be interesting, and give your readers a feel for who you really are. A standard biographical narrative is roughly 200-250 words.

4. Positioning Paper

This document is commonly used by paladins and non-profit agencies to let us know what has already happened, and what should happen next.
This paper should be no longer than 500 words, however the initial media release of this information should be 100 words or less and include your position and arguments as well as counter arguments, if appropriate.

5. Clip Sheet

A clip sheet is a photocopy of all the publicized stories written about and by you with the name of the publication and the date of when the article first appeared. You can leave these articles with media sources to show your perceived value in the eyes of others.

6. Chronology/Case History

A case history is the perfect opportunity to describe how you help solve people's problems with your services and expertise. It should not be any longer than two pages and should begin by describing the client's problem, and if at all possible, this is a good time to include a quote that confirms the client's needs.
Next explain how the client used your services to solve his/her problem and benefited by your expertise in particular. Again use a quote to show how this same process can be used to help others with similar needs.

7. Photographs

You need to make sure you use quality photos. Action pictures are best, but hatchets are sometimes more appropriate. Your photos should be black and white, 5" x 7" and an 8" x 10".
On the back of the photo should be a sticker with your name, the details of the event and the follow-up information. Do not try to type or write on the back of a photo; it shows through. And don't send original copies; always keep ten originals because you won't get them back.

8. Highlight/Fact Sheet

A fact sheet simply highlights all the features and benefits clients receive when they utilize your services.
This highlight or fact sheet provides service descriptions, different ways it can be used, and ordering information.
This fact sheet should be printed on company letterhead and have the usual contact information in the top left hand corner.

9. Previous Media Contacts

Since a clip sheet only pertains to printed information, it is necessary to have a list of previous electronic media resources. Simply type the name of the radio or television program, the call letters, city and province/state, the date the program aired, the name of the host and the name and phone number of the producer.

10. Face Sheet

A face sheet is much like a table of contents to let them know where they can find different pieces of information and let them know if they have everything they should have.

About the Submitter

This piece was originally submitted by Ann Simpson, Published Writer, Marketing Coach, Consultant & Trainer, CAE, who can be reached at ssa@intergate.bc.ca, or visited on the web. Ann Simpson wants you to know: I specialize in Personal Promotion for professionals such as Realtors, Accountants, Lawyers, Chiropractors, Brokers and Consultants. I am an active member of Chamber of Commerce, The Expert Market Place, Women Business Owners Association and I sit on the board of directors at SSA. I can be reached at (604)540-5003, and I have a new, content rich, site coming soon!

This content may be forwarded in full, with copyright, contact, and creation information intact, without specific permission, when used only in a not-for-profit context. For other uses, permission in writing from CoachVille is required. Questions: email topten@coachville.com

Visitors:

Please use your browser controls to close this page & return to the selection page, or click to return to Top 10 home page.