Submitting Press Releases:
Do You Need a Press Kit?

Once your press release is written and it's time to submit it to the press, the following points will improve its chances of being used. This is very important, because if you make mistakes in the submission of press releases it can jeopardize the entire process.

Preparing a Press Kit

It definitely helps if you prepare a "press kit" when submitting press releases; its essential role is to provide background information on your company.

The press kit helps the journalist to complete the news story about the company by providing extra information apart from what is submitted in the main press release. He can keep the press kit for future reference and use it when he has to cover any additional stories about the company.

The main components of a press kit are:

• Company Profile - History of the company, major milestones, major businesses, location and markets
• Key People Bio-data of the key people in charge of the company, including the founders, directors and top management and their roles; can also include their major achievements
• Contact details for the company and the key people, including the company spokesperson whom the journalist or the editorial department can contact for additional information and clarifications
• Information about the company product and service line including the salient features and major benefits
• Other relevant information that can be included, such as photographs of the plant or office, and key people; also previously published articles about the company

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Your press kit can be provided in the usual printed form. However, a soft copy on a CD-ROM is more likely to be appreciated by today's journalists. Stories are now prepared for publishing on computers, and a soft copy of the relevant information can be directly utilized in the story preparation.

"Off The Record" Statements

When submitting press releases, it is better not to make "off the record" statements. These are statements that you would not like to be published by the press. If you have such information, it is better not to share it with the press at all.

Advertising and Editorial: Do Not Mix

Do not expect a journalist to print your story simply because your company provides a lot of advertising business to that particular media outfit. Advertising and editorial departments at newspapers usually do not see eye to eye and it would be better if you do not try to mix the two.

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