Promotional packages, press kits or media kits are promotional materials pre-packaged to be released to members of the media for public distribution through a press conference or as a published article. The way a press kit is prepared can make or break a company's business. A well-prepared press kit can attract all the right people and turn a potential target client into a sure sale.
A good press kit must contain pertinent information available at a glance and at the same time, must also be an engaging read. Because press kits are the first thing asked for by media people and potential customers, make sure that your first impression counts!
Be professional. A professional press kit should be neat, on crisp paper and is worth a second look. It has to be engaging as it is informative. It should make the media person's job easier by directing all communication by centering on the recipient's perspective and not the sender's. None of the marketing gobbledygook, just no frills straight talk. Say what you offer and show only the facts.
Keep it concise. Eventually, the journalist will see through all the glazing and the meat of the press kit must stand out. Basic information must be available at a glance and your choice of words must be careful enough to hit all the high notes that will eventually lead to a sale.
Don't fuss over the glossy cover. Companies spend a fortune over glossy, magazine-like covers with materials that hardly matter. Remember, it will always be the pitch letter than will make the most impact. Covers, though helpful to a certain extent, will always play second fiddle to the pitch letter so it is always best to concentrate efforts in the meat of the matter. It is the pitch letter that will serve as the proving ground of your claims of being the first, the fastest, the best, the most value-added, etc.
Artwork and photos give a clearer picture. The artwork should reflect the overall identity of the brand. Do not put misleading themes or colors that hardly match the sentiments of the pitch letter. Use bright colored themes for a younger audience and darker colors for a mature target market. Know the quirks of your target market before you embark on photo shoots and artworks that massage your own ego more than that of the customers'.
Keep in mind the K.I.S.S. principle. Always keep it simple. Include the bios of people relevant to the product and include their contact information for those who might want to call and inquire. There is no need to introduce the expat owner of the corporation if he is not available to face the prospective clients anyway. For technology products, keep the tech talk out of the press kits and in the user guides. There will be opportunities to talk shop, but avoid it when talking to the media. Highlight the importance of the product and its relevance to the target audience.
Follow these basic guidelines and you will not go wrong with your presentation materials.