Thursday, August 14, 2008

What should be in your electronic press kit?

So, you've got a great product or service that's just dying to get out there to the public. You know the best way to get noticed is to be featured in magazines, newspapers, etc. You've done your research, made a call to that editor you know will be interested in your product, and the editor says, "great! Just send me your electronic press kit, and I'll take a look at it." Then you realize that you don't have an electronic press kit - and you have no idea where to start putting one together. What the heck do you put in this thing?

The most important things to include in any press kit (digital or physical) are:

• info about your company, you and your products;
• any press coverage you've already received;
• basic contact and where-to-buy information (this should absolutely be separate and easy to find)
• print-quality, professional images of your product, and possibly yourself holding the product. You can also include low-res photos with a note to contact you for high-res photos, since most digital press kits will be e-mailed.

Add to this a sample of the product and a professional photo (8 by 10) of the product for editorial use, and the same thing can go in a snazzy folder to make your physical press kit.

Aside from that, you can also think about things like: what section will this be good for? What makes this product newsworthy? Is there anything unique you can pitch to a specific editor's audience that's different from what everyone else might think of?

For example, most publications already drone on and on about the health benefits of green tea, etc. - but what could you bring to the table that's a new way to think about it? Maybe a recipe for cookies or ice cream that uses green tea? Green tea/honey sorbet (which would, by the way, be amazingly easy to make)? Green tea popsicles with mango juice? What are ways that folks can have green tea without having to drink it as a cup of tea every morning?

Mind you, if you really feel stuck with this, then it's probably time to get in touch with a PR professional to help you get the process going. Public relations is an intense, time-consuming process, and a good PR professional will not only take on that process for you, they'll know outlets you might not have thought of, and can come up with good ideas beyond submitting the product to magazines.

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