I covered "What Is a Media Kit?" the other day, and mentioned briefly what goes inside of a media kit. Here is a further breakdown of the individual pieces that goes inside to help introduce your company to an outsider.
A basic press kit includes the following:
A Company Bio.
A brief explanation of the company's history, a bio serves to explain why and how the company was founded. It may also discuss who founded the company, and likely includes mention of significant developments since the company was founded. This could mean acquisitions or changes in ownership, flagship products that have been developed, a movement to become "green" or changes in the company's logo and marketing message (attached is a company bio I did for an events planning company).
Any time the company creates a new product or service, donates to a charitable organization or hires a new corporate employee, it should create a press release and submit it to the media. While mainstream media likely won't cover the smaller stories, industry trade magazines or newsletters often do. Other times a company should send out a press release include when it hosts an event, has a special sale or promotion, or celebrates an anniversary (attached is a release I did for an author on the release of his book). If the press kit is being printed in a booklet or brochure format, then it may be more appropriate to include a single page that includes a brief blurb of recent newsworthy events.
Samples of Company Work.
As a writer my press kit will include all the samples attached to this blog post plus some sample articles I’ve written. I may even reformat one or two of my posts and lay them out to include in my press kit. A designer should include printouts that show off his or her designs; for a manufacturing company, photos of company products or a catalog might be included. A restaurant could photograph it's top specialty dishes, and include the images along with descriptions of what's being shown. People like to see what's being offered; an image is a great way to do that.
A list of the various services or products the company sells should be included somewhere within the press kit. Including pricing is optional, but personally I recommend it. One of the leading reasons that people do not buy a product or service is that they cannot find a price. That’s a silly reason not to gain a client.
Ideally, each page will have at least the company website across either the top or bottom of the page – but a complete header or footer might include a contact email address, website and phone number. A business card can also be included if desired.
An Intro Letter.
Basically a sales letter, a pitch for the company’s products or services can be on top (in a folder) or on the opening page (in a booklet). This piece makes the case for why the editor you’re sending the press kit to should write about you or why the client you’re soliciting should be interested in your services (attached is a sales letter that I did for a graphic designer – this is an example of what you’d use for a client-focused press kit).
A CD with high-resolution images of products, a company logo, a head shot of the company founder, or image from a recent news event / sale. Be sure you have rights to the images you include; the idea here is to offer the editor an image to include with his/her story.
An Expert Interview or A Helpful Article on a topic of interest to potential clients and/or an editor. This can take the form of either a Question and Answer article with the company founder on a topic tangential to the company’s products or services or an article discussing a related topic. For example, an event planner might include a piece on picking the perfect venue – the idea is to position a company employee / the company as an expert in its field and to illustrate the benefits of its services / products.