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Start with your ideology
The beginning of the press kit conveys general information on your company: what line of industry you are in, what your ideology is, how the business got started, what goods and services you offer, etc. It needs to be short, but sweet; the rest of the kit will go into specifics; the first page serves as an introduction.
Provide pictures of your President and other high-level executives, popular products, or images promoting the success of your services. Graphics can be used to supplement information, such as pie charts, line graphs, etc.
Tell your story
Every company has a history. It is best to write it as a story. Simply stating when the business was started and who started it is not captivating. It is best to consult the pioneer of the company to get their story. Was it a struggle in the beginning? Where did they get the idea to start the company? Are they an entrepreneur? What was the most challenging part of the venture? Make the history interesting for your readers.
In the press
Insert a press release into your media kit. Supply either literature written about your company from an outside source, or one that was written in-house. The purpose of the press release is to provide both objective information on the company, as well as subjective information supplied in the quotes of the release.
The main purpose of the kit is to introduce the business to the public. List the members of the company, their direct telephone numbers, email addresses, positions, etc. The more specific this information is constructed, the better. For instance, if you have a public relations manager, those interested in writing a story about your company will know whom to directly contact.
Provide the public with some numbers about your company. How much did you gross in the previous years? How much revenue are you looking to incur this year? How many requests for services do you get a month? How many products were sold last year?
Assembling a press kit is not a difficult task, but is necessary. If your business has a Web site, offer a downloadable version of the kit on your site. If you do not have a press kit, offer to send the kit with your other business literature to customers, investors, etc.
Kenneth C. Wisnefski is the president of VendorSeek.com, an online business to business marketplace that connects business consumers with pre-approved vendors in over 150 different categories. VendorSeek.com has over 5,000 vendors in their Approved Vendor Network and processes close to 10,000 requests per month from businesses of all sizes.
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