Press Kits – folders containing background information about you, your organisation and your products – are the most common tool for communicating with journalists, providing enough information for them to write about you without bothering to interview you. Naturally, most journalists are inundated with press kits, so, to stand out amidst the clutter, you need a “simply stupendous press kit”.

The six secrets of such a kit, according to Nancy Austin’s article for Aquent magazine:

• substance
• selectivity
• story
• surprise
• specificity
• succinct testimonies

You’ll find all the details here.

One cool example that we can’t resist quoting:

To announce the opening of its new office in Manhattan, Opus Event Marketing sent out tiny tubs of Play-Doh as part of a creative but inexpensive (total cost: $300) “Let’s Play in New York” campaign. A short and snappy backgrounder accompanied the cans of goo. The creative gambit netted Opus a bunch of calls from trade reporters and at least one personal note from a journalist who happened to be a Play-Doh prodigy in his early years.

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Tags: press kits, secrets