Seriously, though, PR reps will charge a “butt load” (Felicia) to create a press kit for you. If you have any modicum of writing ability it’s not that hard. In fact, even if you drop the butt load (eewww!) you’ll end up doing most of the work yourself based on prompting for info from your new PR rep minions. That said, if you hire the right PR rep they’re likely to have connections within the media that will get you noticed. So, the out-sourcing decision comes down to whether you want to spend time or money on it.

How to Create a Press Kit aka Press Package:

A press kit is something you should use to deliver general information. Be careful to leave them wanting more. Get them excited. The goal is transition to an interview or a full article. However, you also want enough information in there that you can be picked up for a quick blurb in an article about something else.

BEFORE you start your press kit you need to consider a couple things and keep them in mind while you write: who will your audience be, what venue do they publish in, and how to hook them (and thus, their readers).

Here are the basic components of your press kit, whether its for a band, product launch or a website…

1. Background

Include historical information of the organization (when founded and why, where you are based, and a bit about the founder). The key people should each have a paragraph bio with a link to a full page bio on your website.

2. Fact Sheet

What makes your product or service special and noticeable? What is different about your product. Do not use superlative statements like “the best”, “fastest”, etc. unless you have back up testing or published third party reviews to back it up. Use hard stats and try to translate features like “30 inch wide screen” into benefits like “Now you can fit your entire document onto one screen!”

3. Past Press Coverage

A bulleted list of coverage you’ve received in the media. Highlight the big names near the top. Archive anything over a year old and link to it.

4. Photos and Images

Make sure you have some high res photos and images (make sure you include your logo) available for traditional print publications – 700dpi or better. If the files are gi-gorgeous, offer to FedEx a DVD with the pics upon request.

Intel has a famously good relationship with the press. One of the reasons is because of the way they make it easy for a reporter to grab info on deadline. If linked to a few of their press kits and have included some others I think are high quality.

• Conference press kit
• New technology press kit
• Web property press kit -
  this one is much less formal, some of the info is hard to find but it still works…see the”info” links on the site nav
• Google press kit - This is an extremely well organized press kit page. Notice how only the most recent press coverage is included with quick blurb and link to more info. There is a link to the company newsletter, and everything else an enterprising reporting could want in general press info.

I love this stuff. I’ve created press kits for publicly traded companies, startups, fan sites and who knows what else. For some reason, telling the world about cool stuff really gets me excited.