Finding coverage for your small business and building a buzz about your business’ product or service can be challenging.  With countless innovators and owners working to establish a foundation for their small businesses, you must know how to separate your small business into a category of its own.  A well-rounded and informative press kit is the first step to receiving recognition for your hard work.

Newspaper and magazine editors and television producers receive thousands of press kits each year.  Every day, the postal service delivers another batch of envelopes stuffed with promotional materials designed to attract attention for a positive review, full feature story or show segment.

So what can you do to make your press kit stand out from all the others?  Is there a secret to the perfect press kit?

No formula exists for a sure-fire way to receive the attention and coverage your business deserves and needs.  However, there are a number of ways to ensure that your small business press kit looks professional. 

Brevity equals brilliance.  Editors and media advisers read fluff information in the majority of press kits, and nothing looks more daunting than a thick packet of papers that all read the same: your business is great.  If they want more information, they will contact you.  Focus on keeping a summary of your small business to the basics, and editors will appreciate your work to offer an honest and concise declaration of your business’ aims and goals.  Bulleted lists of product offerings and a short history of your business both demonstrate that your business can speak for itself.

Quotes from the business owner are a great aid for a press kit, too.  However, the quotes must demonstrate something that the summary does not contain.  Direct quotes can attach a personal element to the business that offers a break from standard press release writing style.  If the owner has an especially dynamic personality, showcase it through a quote.  Editors look for interviews with owners and employees that help write articles themselves with wit and insight.

Photographs are an absolute essential aspect of any small business press kit.  From gourmet food to vacuum cleaners, any small business needs glossy pictures of its products.  Include attractive pictures that showcase your business’ best and most successful products.

Has your business already gathered positive local or regional review?  Achieved record growth in a small amount of time?  Any articles from a local or regional publication that prove your business’ ability with local consumers can help you steamroll into a nationally recognized media outlet.

Appearance is everything; so make sure your press kit is assembled well in a clean folder with all parts of the kit paper-clipped together.  It’s not just the inside of the envelope that matters, either.  Because so much mail comes across these readers’ desks, work to make your envelope stand out with glossy labels.  One trick is to use a label with the subject of your envelope printed on it, almost like the subject line of an e-mail message.  This works with busy editors who need to quickly evaluate what they have in front of them – your time spent organizing your materials and presenting them in a neat fashion will be appreciated.

Most importantly, give accurate and easy contact information.  Office phone, cell phone, home phone, e-mail, instant messager – let potential writers and producers get in touch with you any way they can!  With these simple steps to a professional press kit, you can be on your way to small business publicity success.

About Melberg Marketing
Melberg Marketing specializes in powerful copywriting, compelling graphic design and professional marketing consulting that gets you noticed.  If you'd like to start marketing DIFFERENTLY, give us a call!

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Caroline Melberg • Melberg Marketing • caroline@melberg.com • 952-473-1007 • www.melberg.com

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