We often have new clients say they need a press kit.
And I often read columns by public relations professionals saying that one way to get publicity is by having a press kit.
When I read that, I wonder if they are living in the same world I am.
Perhaps we’re missing the boat here. Obviously, we could make more money—lots more money—by insisting our clients have folders with lots of written collateral such as brochures, bios of top people, recent press releases, even photographs.
We certainly wouldn’t spend as many billable hours coming up with newsworthy stories and pitching reporters—the challenging part of the process.
Don’t get me wrong. We write fact sheets and backgrounders.
We insist clients have a website Newsroom page. We also suggest having reprints of currently published articles and video clips, if it helps their marketing to potential clients.
But sending anything through the mail? Especially a glossy folder with a cover letter, a description of the company’s mission or goals and a list of tired, old questions the executives could answer?
Please, no journalist has time for that. The press kit is a major expense that would end up in the trash. Don’t bother unless someone actually asks for it.
For more information, contact Dell Richards Publicity at 916. 455.4790 or visit our website at www.dellrichards.com
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