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Regardless of whether you’re promoting a band, a book or a small business, a media press kit is an important part of getting the word out. Think of it as your ultimate liason with bloggers, investors, and anyone else you want to connect with. Without a good press kit, it’s likely that whatever you want to publicize will end up flying right under the radar.

Many individuals won’t bother to seek out much information about a product, brand or other property beyond what’s in a press kit that you send them. For that reason, you should make sure that your media package contains all of the elements necessary for helping them create an informative and favorable report.

Keep in mind that what you put in a press kit doesn’t need to include all of the following examples. In fact, cramming in too much stuff might just overwhelm your recipients, and that’s probably not how you want to present yourself. Create a press kit using the ingredients that best demonstrate your company or product’s value.

  • Pitch letter

    Ideally, a pitch letter will be the first part of your press kit that the media will see. It’s similar to the cover letter you might send with your resume when applying for a job; it should both “hook” people in and effectively summarize your entire message.

    Like a normal cover letter, your pitch probably shouldn’t be more than about a page. Give the reader an introduction to your company or product and get them interested in your story. You can give a brief summary here of the other materials you’ve included in your press kit. Your pitch letter (as well as the rest of your documents) should feature contact info in a prominent location. Printing this information ensures that bloggers and reporters can reach you with any questions.

  • Fact sheet or resume

    This is the meat and potatoes of your press kit; the crux of the message you’re trying to put forth. A fact sheet is essentially your company’s resume. It should provide your company’s background and history as well as identify its leadership and points of contact.

    In certain cases, you might be using a press kit to promote yourself rather than a company or product. If you’re self employed or a public personality (such as a motivational speaker or DJ), then you are effectively your company. These are situations where you’d want to include a personal resume in place of a fact sheet.

  • Press releases and clippings

    If you’ve vigilantly kept up with your company’s public relations, you might already have a number of press releases suitable for your press kit. Any newsworthy information (such as the launch of a new product or service) should be included here. Only include documents from within the last year; outdated releases from ancient history will make your company look antiquated or on the decline.

    If you don’t already have releases on hand, learn how to write a press release and create a few specifically for your press kit.

    You’ll also want to use articles or reviews written by outside sources (such as local newspapers). They don’t necessarily have to mention your company directly; they could simply be about your industry and, by association, demonstrate your company’s relevance. This heightens your authority and shows the media that you’re worth covering.

  • Multimedia

    If your company has already been covered by the media, any relevant articles or files should be in your press kit.

    A press kit that’s nothing but text is awfully drab. Break up all of that black-and-white with a few color photographs of your products or employees. Include a caption with each photo that gives some background and identifies any key personnel.

    Printing high-quality versions of your most important photos is a good idea, but you can also place images on a CD, DVD, or USB drive. These mediums are perfect for storing video or audio files that are relevant to your company (such as public appearances, local TV news packages or radio interviews). It’s easy to customize press kit folders with CD holders or USB slots, which means that multimedia can fit very neatly into your media package.

  • Financial statements

    Press kits aren’t only for the media; investors often use them to inform their financial decisions.

    If you’re a public company sending your kit to a potential investor, you should make sure to include copies of important documents such as your quarterly financial report, statistics and future projections. You may want to simply compile your business’s most important financial information and arrange it in a single document for ease of use.

  • Business card

    Don't forget to include a business card or two in your press kit folder.

    Everything else in your press kit should already have your contact information on it, but a business card is portable enough that your recipient can take it with them wherever they go. You don’t need to go overboard with the design details (trust me, that scene from American Psycho isn’t true to life), but it should be clean, crisp and professional. Placing your business card in the slits of your press kit folder will make it difficult to overlook.

  • Promotional product

    Top off your press kit with a “leave-behind” promotional product to endear yourself to the reporter or potential colleague. Free swag items are a friendly gesture, and much like business cards, they can serve as a portable reminder of your company.

    A large object like a t-shirt might not fit easily into your press kit, but there are plenty of compact alternatives to choose from. Custom magnets, coasters or bookmarks are all great examples of leave-behinds that show recipients just how much you appreciate their consideration.

  • Press kit folder

    So you’ve collected all of your press materials – but you wouldn’t want to hand them off to anyone in a loose pile. Assemble your press kit in a presentation folder or portfolio to keep it neat and organized. This shouldn’t be a cheap blank folder, either; you might run the risk of your press kit getting overlooked or misplaced. Printing your company’s logo and contact info on the folder will give it a professional, branded touch that’s instantly recognizable.

  • Whether your business is big or small, your media press kit is more than just the sum of its parts. It’s the way those parts fit together that determines how effective they are. To create a press kit that people take notice of, make sure that each individual element is part of the same cohesive message.

    Posted in Marketing, Public Relations

    Due to its formal specifications, the resume can certainly help express your specific skills related to a job. But when it comes to bringing out your motivations, the cover letter holds a lot of potential. In addition, with an impressive cover letter you can strongly emphasize your previous and relevant career moves.Take advantage of this opportunity and give your potential new employer or the ambitious headhunters that opportunity to realize that you are perfect for the job. Do not forget: The cover letter is usually the first document that gets to theHR managers. Accordingly, it should be used in an optimized format and it is important to at least spend as much time as you spend preparing for your CV. The guidelines for the cover letter you’re surely aware of. But to be seen as special, you need to think differently and know the right ingredients for your cover letter…

    10 ingredients for your cover letter that get you directly to the interview

    1. Future Orientation

    The cover letter is generally not about what you have already done, but what you intend to do in the job you’ve applied to. It’s not about the past, but the future. Keep this in mind. The cover letter is not a repetition of your resume where you can share all your past experiences. Focus on where you are going. Create and share ideas on how the new employer will benefit from your professional talents.

    2. Be aware of the formalities

    Avoid unnecessary creativity except what your new job requires. Stay formal, simple and to the point. Try to avoid the general salutations “Dear Sirs” , “To whomsoever it may concern” and instead find out who you are addressing and be specific. This will show commitment and may surprise the reader positively. Pay attention to some important principles such as the format, text size and structure. Also, choose regular formats to send the cover letter: such as a PDF or a Word document.

    3. Read thoroughly

    Even though it sounds trite read EXACTLY according to what is required in the position and then go into your cover letter and customize it according to the needs. No one wants to read all the great things you’ve done or what extra courses you managed,  if that is not relevant for the company. In addition, it helps to know what information is required for the application process that you absolutely must provide. Usually, expected time of joining or salary or relocation may be requirements, please indicate these as needed.

    4. Where are youapplying again?

    Get more detailed information about the company itself. So you already build a relationship with the company and can automatically formulate a more convincing cover letter. You might find a great project you would like to participate in or contribute towards. It will definitely reflect well on you if you are already familiar with anything in the company.

    5. Contents

    Consider a basic structure. The text should not take more than 10 to 12 sentences and focus around 4 fundamental aspects: How did you find the job? Why this business? Why are you of all candidates perfect for the job? When can you come for an interview? Use these 4 and 5 aspects and adjust them around the contents of the company and the job posting. The more direct the better! In the industry in which you are applying is a specific skill in high demand? Well then talk about it.

    6.Focus on your key strengths

    Do not exaggerate too much but give the reader the answer to exactly why you are the right one for the job. Be aware of cultural considerations. While in the US, you may require a great deal of self-confidence, a modest but clear  and direct opinion about your skills is welcome in Germany. Be assertive but not in love with yourself and surely others will notice the difference quickly. Use active verbs that underline your personality (eg analyzed, helped, motivated, negotiated, developed). Create your own personal message and market yourself. The language used should be as positive as possible. Try also to convey soft skills such as teamwork and reliability. Use examples.

    7. Let go of standard formulations

    Please let go of standard formulations like: “I hereby apply for the position of …”. Be creative. If in doubt, be direct. Start with where you found the job position.

    8. Motivation is everything

    I’m assuming that you are motivated to get the job. You should then convey it clearly. Indicate clearly to the reader why you want the job and what this means for you – but also for the company. Personally, write the 3 main reasons on why you want the job and prepare a small draft. If you are mentally motivated when you pen these down, then you will be able to better this better in your cover letter or even in the interview.

    9. Ensure high quality

    Like the writing on the wall. No misspellings or typos please! it is easy to avoid and has strong impact. We are often blind to our own faults even after we have changed the title several times. Please get it proof read once, even by just sharing it with your partner or a friend. If you send the application by e-mail, then pay attention to the data size.

    10. The right ending

    Pay attention here to a formal and polite statement. Do not forget to point out possible references if needed. And of course that you would like to meet personally.

    What are you waiting for then ? If you’re giving yourself a 10 on the points listed above, I would say you are well prepared for your next cover letter!



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