Every company benefits from good publicity. That's why you shouldn't wait for reporters to come to you. Create a press kit that grabs the attention of journalists.

Press kits are designed to highlight your company and its achievements. By developing a good package, you can mold your company's image and the message you want to convey.

These days, you should have a paper press kit and an electronic version on your company Web site. A paper press kit is traditionally held in a folder with pockets. Have the company logo and name emblazoned on the front and include the following information inside: 

  • Photos of key staff members and your products.
  • Biographies of key staff members
  • A brief history of the company.
  • Press clippings, which are copies of previous articles written about the company. If you don't have any clippings, you can send a promotional video or a couple of your best ads. Be sure to mention any awards you have received.
  • Sample products, such as a pen, magnet or other product, with your company name and logo.
  • A press release, which should be featured upfront and offer some news to hook reporters. It can describe a new product or announce the nomination of an award. Make sure to answer reporters basic questions -- who, what, when, where and why. Include the name and number of a contact person on the first page so reporters can contact you with any questions. 

An electronic press kit is patterned along the same lines as the paper version but it's more versatile. For example, on your Web site, you can post your current press release and include an archive of all past releases.

Journalists can access the material 24 hours a day. In addition to photos, bios and press releases, online press kits can include copies of speeches made by company executives and official documents that you want to make public.

It takes time to put together a press kit that attracts the attention of the media. But once it's done and you send it to journalists -- by e-mail or snail mail -- you have a better chance of seeing favorable media coverage.

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