Press Kit

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Borrowed from Makers Local 256

What is a press kit?

A press kit may also be referred to as a media kit, artist pack or press pack. There are slight differences between these, but overall, it’s simply a marketing tool composed of an informational packet about your business / product / or organization. The kit is designed to be forwarded to an organization or media outlet.
You can think of A press kit is like a fancy extended résumé that may include a folder, letter of interest, copies of articles and press releases, a CV / résumé, business card(s), a CD (of images, music, promotional materials, etc.), a standard-sized color print-out of what you’re promoting (optional), a freebie / leave behind item, and anything else you deem necessary to grab the addressee’s attention. A press kit is tailored to fit your product’s needs.
There’s no right or wrong way to make a press kit. It’s all about your vision; give it some personality! Your press kit is a visual representation of who you are and it doesn’t need to be overly fancy or take hours to assemble.

Design

Package
A standard-sized folder with a business card slot works well for a press kit. It’s compact, easy to navigate, and keeps your presentation nice and organized, especially if you’re mailing it. Some people put together fancy books, boxes, packages, and the like.
An index of all Items in the Press Kit.
Letter of Interest
Who are you and what do you do? Why should the reader be interested in what you’re doing and how does it relate to them? Provide some brief background information. Keep a basic form letter (or two) on hand and always tailor it to the addressee in some way. Show them that you’ve done your research (if you know nothing about them, Google is your new best friend). Make the letter short, sweet, and personalized. Refer to the addressee by name. Tell them why you’d be honored to get reviewed / interviewed / have them carry your widget / art / clothing line. Once the letter is printed, personally sign it. Small details like this show the reader that you care.
Press Releases / Articles of Interest
If you’ve been written up in the past, include copies of those articles. Also, past press releases are always helpful because they give the recipient an idea of how to compose future information about you. It also saves them valuable time from researching basic details.
Organization info / Bio
Business Card(s)
This is your most important asset because it immediately defines who you are to the viewer. Your logo, the choice of typography, the weight, and the finish of the card all give the recipient immediate clues. If this isn’t your specialty, hire a designer to create an identity- it will be money well spent. Spend a good amount of time developing your cards. Who’s your target market? Is your logo legible? Is your contact information in a simple, easy to read typeface that’s at least 6 points in size? Do you want a glossy or matte finish? Regular or rounded corners? A single or double-sided format? And finally, a vertical or horizontal format?
CD
A CD is only necessary if a selection of images / music / extra documents are needed. Additionally, providing digital documents means that the promoter already has materials to forward to their (email) mass mailing list and other online sources. If you choose to include a CD, design a label for the top. Always include your name, website and a title of the contents. There’s nothing worse than a CD without a label getting chucked into a pile, never to surface again!
Color Print-Out / Product Overview (optional)
Depending on how tech-savvy your press kit recipient is, sometimes a color print-out of what you’re promoting can do wonders because it provides immediate gratification! For instance, I place images of my most current art pieces on a single sheet with a logo and contact information so the viewer gets a quick feel for what it looks like. Because color printing can be spendy, don’t fret too much if you can’t include one, but do include the CD instead.
A Freebie / Leave-Behind
Everybody loves a gift, no matter how small. Show the press kit recipient that you value the time they took away from their busy schedules to view your work. A pin or a sticker are perfectly fine. If your ‘gift’ is functional and useful, even better!

Links

How To
SUCCESSFULLY SELLING YOURSELF: HOW TO BUILD A PRESS KIT
How to
How to
Example
How to tell your story

Related Information

What Makers Local 256 has been doing
Makers Local 256 approach
RMM marketing plan

Red Mountain Makers Press Kit Development

Current Trello task link - Press Kit