Weddingbee PRO

I got a couple of e-mails after my last Q&A post asking me to elaborate more on creating a press kit to promote your product or services.

First, there are press releases and press kits–today I'm only going to go over press kits. Press releases are announcements that you write about events, promotions, or other newsworthy company information and send to media outlets for publicity–we can talk about that some other time.

…Why?
Are you an artist, musician, designer, promoter, or small business owner? Press kits are a valuable way to take your business to the next level and help you attract attention of media resources that can publicize your product or business for you. We're talking a little bit of hard work and effort for a big return.

The goal of a press kit, sometimes referred to as a “media kit,” to get whatever it is you're selling out of your home studio and into the pages of magazines and the homes of your target market. It's to let people know that you exist and you're doing fabulous things. It's to sell yourself. Magazines, blogs, and other websites make their business out of searching for the next cool business or product, so why not make it easy for them and introduce yourself?

Another great thing about press kits is that they help us hurdle the wall we may face after we have already created a promotional presence on other platforms. If you have already set up the Etsy store, the blog, the Twitter account, the LinkedIn and MySpace and Facebook pages, and are using every other online social media resource to your greatest advantage, press kits are your next step. Ask yourself these important questions to start brainstorming ideas for your press kit:

1. Who are you? What is your background? What motivates you?
2. What are you promoting? Do you want to feature your entire line or just a few products?
3. What are your goals and timelines? When do you need the promotion?
4. Where would you ideally like to see your product turning up? Which media outlets do you need to contact? Magazines are an obvious choice, but sometimes broadcast media like radio and tv are better options for certain businesses.
5. Why are you seeking publicity for your product or business? Are you ready for success? Are you ready for failure?

…What?
Press kits are prepackaged bundles of information that explains who you are as an artist or businessperson, gives a summary of your business or services, and often includes a sample of your work. In many cases it is also wise to include information about previous press you have received, although that is sometimes a gamble when sending press kits to organizations that want to be the first to break your big idea–if they think they are getting sloppy seconds (excuse the phrase) from a competing publication, they may decide not to feature you in a story or layout.

…Where and Who?
I keep media kits on hand and mail them to the magazines and blogs that I want to be featured in. As I read magazines and websites, I collect the names of style editors and writers and make notes about what topics they seem to be most interested in–Eco-friendly fashion? Shabby chic aesthetic? Quirky children's accessories? I decide what angle is most likely to appeal to those writers and tell them the story of my business and why I think their customers would benefit from knowing about my designs. Ask yourself what the reader cares about rather than trying to sell a product.

Type out a letter to accompany each press kit that is tailored to the editor and market you are reaching out to. Tell the editor how her readers will benefit from knowing about your product or business. Editors and reporters want to know what is happening in the design world, so tell them about what else you have stewing in case they can't use your current idea. For example, a magazine might not be interested in your product for a Fall issue, but something else you're doing might be perfect for a Spring edition. Media outlets including print media, magazines, and broadcasting run several weeks to several months ahead, so keep in mind that you can't approach them in November with something for their Christmas issue.

…How?
My press kit is contained in a handmade folder. The pages are printed on heavy textured cardstock and include…

1. a short bio and company description
2. a small catalog which includes descriptions and retail prices of my designs
3. information about press I have received in the past
4. statistics and facts about my sales and demographics
5. and either photos or product samples.

Each page has my contact information on the bottom and the product samples are backed with handmade tags with my name and website. It's important that every component of your press kit be labeled with your info!

Really, my media kit is extremely basic with few bells and whistles, yet I feel it communicates my brand well. This is by no means a complete list of what your kit should include…depending on your industry and target, you could also include CD's, postcards, resumes, or free promotional materials like stickers or pens.

I hope this answers some of your questions. Check back tomorrow to see some of my favorite press kits around the web for some inspiration, as well as a basic tutorial on making a folder for your own press kit.