Free Publicity Tip 10--Press Kits vs. Press Releases

This is the latest tip in a series of ”50 Tips for Free Publicity” which I’m pinning on Pinterest. Follow me there, and if you like my tips, comment and repin. Just click the button with the red “Pin It” above.

* * *

Beginning do-it-yourself publicity seekers make this mistake frequently. They confuse a press release with a press kit (same as a media kit).

A press release is simply part of a press kit.

A press kit is a compilation of information for the media, for bloggers, or for anyone who wants more background, details, photos or graphics of you or your company.

Two decades ago, a press kit typically included a folder that held press releases, bios, a one-page summary of a company’s background, fact sheets, frequently asked questions, and photos.

These days, the information is essentially the same, but the material is accessible from your website, usually under one of the navigational buttons. Today’s press kits should also include links to videos if you have them, and links to your social media profiles.

Do’s and Don’ts for Your Press Kit:

  • Do update it frequently. It’s amazing how quickly the information can become stale.
  • Don’t send press kits unsolicited to media contacts, bloggers or anyone else, particularly if you want them to cover you. If you want to get their attention, you must send a customized pitch. Iit’s essential that you research journalists and bloggers before pitching them, looking for as much information as you can about what they cover as well as personal details you might want to weave into the pitch.
  • If you send them a customized pitch and they want more information for the story, you can send them a link to your press kit. Don’t send the kit as an attachment.
  • Make high-resolution photos available at at least 300 dots per inch.

Do’s and Don’t s for Your Press Releases

  • Use press releases primarily to post online, preferably through a paid press release distribution service like eReleases. Owner Mickie Kennedy is giving away The Big Press Release Samples Book that includes 35 industry-specific press releases and 40 occasion-specific press releases, plus tips for formatting your press release and getting it noticed.
  • You can also use press releases as collateral material for the media, bloggers, or anyone who wants more information on whatever you’ve written about.
  • If a media contact has asked for a copy of your press release, either send them a link where they can find it online, or put the release in the body of the email. Don’t send it as an attachment.

What other materials do you include in your press kit? Or how have you used your press kit to promote yourself or your business or nonprofit?

* * *

My free email course, “89 Ways to Write Powerful Press Releases,” includes full instructions on how to write and districute your press releases. It’s an 11-week course, delivered by email, and you can work at your own speed. The entire course is also available as an ebook.

Read more: How To Write A PR Kit And Media Kit For Your Business