There are lots of reasons to create a press kit – I’m working on what I plan to take to SURTEX in May. You might be trying to get the attention of a magazine (or three) that you feel would be great publicity to help you reach your WHO. (Your WHO being the consumers that will buy your products or the manufacturers who will license you art, etc.)
Press kits can be very stressful for many people because they aren’t sure what to include. Are their standard formats for these things? Yes to some pieces – like a press release, not as much to the overall presentation.
Here are 5 things to include in a press kit:
- Contact information! Don’t overlook putting your business card in the press kit. You want them to find you if they decide they want to do a cover story about you and your art, right?
- Press Releases. If you have done any press releases that would be relevant to the press at the trade show, be sure to include them. Speaking of Press Releases, make sure you are giving good information for a reader and not just talking about yourself. You are more likely to be included in an article, etc. if you give tips that people can use (like “5 things to include in a press kit”) vs. tooting your own horn (like “I’m really great at making pretty press kits”) — see the difference?
- Company Fact Sheet. Now that I told you not to toot your own horn, that doesn’t mean you don’t include some basics. Who are you? What is your story? What do you do? Are you an award winning artist? Put it here. Supporting charity? Write it down. New in business or going at it for 20 years? This is the place.
- Promotional Materials. Do you have postcards, brochures or flyers that show / describe your art or products? That should be in there! Like everyone, press people are busy people. And they have a LOT of press kit choices to look at… I had the pleasure of getting in the press room when I worked with Simple Scrapbooks™ magazine, trust me, it can be overwhelming. The person needs to “get” who you are and what you do at a glance… what can you include that will catch their attention and make them want to learn more? That is the key to a successful press kit!
- Presentation. How you present your press kit is as important as what is in it. As I said in #4, I’ve been the press person and walked the press room. Usually they have racks and racks of press kits, some are in folders, some are tied with bows, some are really ornate. (How creative the kits are depends a lot on the industry.) So you need SOMETHING on the outside to make someone stop and say, “Cool! What is this about?” Maybe it’s a catchy headline, or a captivating image. I’ve seen press kits in pocket folders, envelopes, even pizza boxes. I caution you against doing something too big (they may not find a spot for it) or too small (people may not notice it).
And don’t forget about my new eBook – How to Be a Press Friendly Artist – that includes not only press kits but press releases, website additions and more. Check it out at www.PressFriendlyArtist.com
May the press be with you!
– Tara Reed