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More on How to Prepare and Write Press Kits for Snail Mail
In our last issue we
discussed how to put together a standard snail mail press kit. As we stated previously, we have had a large number of requests from our subscribers for information on this. The response was overwhelming and therefore we're going to share some more tips on press kits from an interview with Ginny Craven, Partner, Progressive Public Relations.
Q.
How do you put together a press kit and what items do you include?
A. Because all our releases are travel related, they tend to be more descriptive than say, a banking company would be. We tailor our releases to our audience from a travel perspective. We include such things as:
- a fact sheet, easy to access factual information such as details of the amenities of a hotel or resort.
- narrative background-a prose piece describing the properties
- specialties or features of the property such as dining, activities, architectural design. We often include story ideas for the writer or editor. For example, if the chef has an interesting background and/or unique recipes, we pitch the chef as a potential story idea. If the buildings' architect is well known, that's another idea.
Q.
What is your idea of the most indispensable piece of information in the press kit?
A. The fact sheet because it's everything in a nutshell.
Q. Do you include a press release in the press kit and if so, how long do you feel it should be?
A. Usually it should be one page, especially if it's a news release. But since we deal with travel, our purpose in the release is to "entice" and "create a mood." It's not always headline news and it's frequently longer than one page.
Q. Since so many press kits are sent out to editors and writers, how do you package your press kit to stand out from the rest, to attract a media person's attention?
A. Because our firm is exclusively travel and hospitality, we have to remember that we are spinning dreams. We're enticing people to go there. We choose striking covers that represent our client. For example, one of our client properties is Cobbler's Cove in Barbados. It's an elegant place. Our press kit cover for them is very simple and elegant with their logo. The paper is beautiful linen stock. Inside the press kit, I sometimes like to use a staggered effect of different colored papers. I wouldn't do it for this particular client though because it's not in keeping with their resort.
Q. So the main purpose of a press kit is to entice the reader?
A. Yes, and to pique their interest. But we need hard facts too. Press kits often double as sales kits for resorts' sales staff and other chief employees.
Q. Press kits take time and money. How do you decide where to send your press kits to get the best results?
A. In general, we do no blind mailings of kits. It once was standard procedure, P.R. 101 but no longer. Now we send to a specific targeted market based on response records. Unlike many other public relations firms, we send the kits with our logo and letterhead and not that of the companies we represent. Now with the Internet playing such a huge role in marketing communication, press kits may become obsolete.
Ginny Craven
Progressive Public Relations
e-mail: info@progressivepr.com
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