Why You Need a Press Kit

Written on:January 1, 2013
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When you’re trying to run a small business, a press kit may be the last thing on your mind. The day-to-day tasks of keeping the customers you already have while trying to add new customers can take up most of a business owner’s time. If you are a creative type, like many of our clients, you may also be spending time writing, painting or recording music. If you own a brick and mortar store, then your time may be spent seeking out new and exciting inventory for your customers. However, it is important to have a press kit on hand, because it can lead to free promotional opportunities that can bring in those coveted new customers.

Free Promotion Scenarios

There are occasions when you’re presented with a golden opportunity for free promotion. As a small business owner, you really need to take advantage of these opportunities.

  • There have been occasions when someone contacted me seeking a quote on an article they were writing. Not only was I able to answer their questions, but I included a press kit, which sometimes leads to…
  • Exclusive interviews with local newspapers, magazines or online outlets. An interview only costs you a little time in answering the questions but can go on giving you promotion for years, particularly if the piece is posted online as well.
  • Radio and television appearances are another big reason to have that press kit handy. If your PR person (whether you handle this in house or hire a service like ours) isn’t already sending regular notes to your local television and radio stations, then she should start. If one of them expresses an interest, a press kit says that you are a professional and you understand the importance of good material to sell your business.

What Goes In a Press Kit

If you’re on a tight budget, you can create your own press kit for now. I highly recommend that you allow a professional to create one for you when you can afford it. Remember that this is the face you are presenting to the media and you want to look professional. Even a small town, local newspaper can become a great source for free promotion if you handle things the right way.

  • Most recent press release
  • Professional headshot of owner and professional image of the exterior and interior of store (if brick and mortar)
  • History/bio or company background
  • Quotes/Testimonials/Reviews
  • If you are a writer, you should include a short snippet from your most recent book and a copy of your book cover. If you are a small business owner, then include a product fact sheet or services fact sheet, depending on your business.

All of this should be packaged nicely in a folder along with your business card. Again, if you are on a tight budget, you can certainly use basic folders. The result will not be as impressive, but we at Promo Divas believe that doing something is better than doing nothing. Do the best you can and see what happens.


“When I first started trying to sell my paintings, I didn’t know where to begin. Lori has been a friend of mine since our college days and I knew she did web design and PR work. We had worked together on several projects and I knew her to be savvy and professional. I decided to use the small budget I had to hire her.

Right from the start, Promo Divas gave me more than I expected for my money. I had a consultation with Lori and she suggested that we use the promotional dollars I had available in three ways: 1) Contact local restaurants and galleries and get my paintings up. 2) Send out press releases to local media and follow up to get interest and buzz going locally 3) Plan an art show event.

All of these ideas sounded wonderful, but I didn’t know how I could afford the art show. Lori even helped me with that, making suggestions that made sense and allowed me to have an elegant but affordable show. I sold my first painting at that show for $300 and sold several others. The show wound up paying for the initial PR and my art career was on its way. I can’t thank Lori or Promo Divas enough. Even though she is my friend, she is also one of the best promotional gurus I know.” Jen Connor, JenLuvsArt

How We Can Help

Promo Divas provides both professionally written press releases and material for the inside of a press kit. In addition, we have packages and will work with you to create a one-of-a-kind folder that makes your business look like you do PR in your sleep. At the very minimum, let us work with you on a plan that will allow you to take your business to that next level.

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