“How large should my press kit be?”

I'm asked that question every now and then when I’m working with a client.

The answer is: “Not very big”.

Save some serious money:
For some reason many people feel that when they first approach the media they should send a huge press kit with glossy photos of themselves and their food or wine, a lengthy bio, and copies of everything they’ve ever written in their lives, and then put all that into colorful embossed 9x12 folder. And then add a copy of their book (if they’ve written one).

You don’t need all that. Save yourself the money.

Why don’t you need it? Because it may not get read. Why? Two reasons:

1. Media people are really, really busy and just don’t have the time to go through something lengthy.
2. They get a lot of them every day. Large-city publications can get up to 100 press kits per day!
   

Many times, big fancy press kits are thrown away. The unsolicited kits are almost always thrown away. Sure, it’s a waste, but when the media folks are buried with work, it just isn't gotten to. Never send unsolicited press kits. They won’t do you any good.

What to do when the reporter says “Send me something”:
Send them enough information to support the story that you suggested in your press release (or your phone pitch). Don’t bury them with a lot of extra material.

For example, when I got Lisa Reinhardt the chocolatier onto a local TV station, I first sent a press release suggesting the story that the antioxidants in dark chocolate helps prevent heart disease. That got attention.

When I was asked to “send some information”, I sent:

1. Two photos of Lisa’s chocolates.
2. Short excerpts of clinical research that showed how dark chocolate had, indeed, helped prevent heart problems (One page, six paragraphs, important points highlighted).
3. A short (one page, two paragraphs) bio of Lisa.
4. A list of suggested questions for Lisa. (One page).

Notice the “theme” that runs through that? All of it was laid out so that the reporter would get the gist of the message by quickly scanning the pages.

So what should YOU send?
First, remember that it has to support the story you suggested to them. So (for example) if you’re a winery and you’ve gotten interest in a story about your Chardonnay that pairs well with ice cream, you would send:

1. A short bio of yourself and your winery. (Your name, the winery’s name, and what makes you unique. Don’t tell them about your vast history and all your kids’ names, etc.)
2. One or two photos of JUST the Chardonnay that you’re talking about.
3. A one-page description of how you know the wine pairs with ice cream, any testimonials from people who’ve tasted it, the type of ice cream, and why you think it pairs so well.
4. Any questions you can answer that might give some interesting insights.

That’s all you have to send. If they want more they’ll ask for it.

What if you’ve written a book? Send it after the reporter has requested it. If you’ve gotten a call from a reporter about the suggested story that’s contained in the book, then send the book, and bookmark/highlight the pertinent paragraphs. DON’T make the reporter search for the relevant information. In other words, make it really, really easy for the reporter to do their job. Trust me…they’ll love you for it.

So before you put together a huge press kit so send out to every reporter in the world, stop yourself. Send out press releases first, and then, when asked, send a simple packet of story-supporting information and a couple of photos. The reporter will be much happier and you’ll save a bundle of money.