Pack Press

Putting together a press pack

A press pack will represent your company to your most important audience – the media – so you need to think carefully about the best way to put yours together.

Below are some tips of where to get started.

Compile your press list

It’s worth doing this before you even start to put together your press pack as it will give you a clearer idea of the types of journalist you’re be targeting, which will, of course, have a direct effect on the contact of the pack.

If you’re going to be sending the pack to both trade and consumer media, you’ll need to consider whether it’s worth creating two different packs to ensure all the content is relevant.

Always address your press packs to a specific member of the editorial team to prevent it being lost amongst office admin.

Think about presentation

The way you present your pack is a key decision. Do you want to provide journalists with a folder where they can keep on their desk and then store any future press release (this is a costly but effective strategy)? Will the pack be image led and in full colour (this is advisable is your company is a manufacturer)?

Think about quirky way to make your pack stand out – if your company in a manufacturer of goods, is it possible to include a product sample? Does your release reference something that you can use as a ‘gift’?

You also need to decide exactly what you’ll be putting into the pack – a company intro, your latest press release, some press cuttings, and any brochure, catalogues etc. that you produce are all worthy of inclusion.

Keep it basic

You should assume that the person you’re sending the press pack to knows nothing about your company, so make sure you include the most basic information – the who, why, what and where of your company.

At the same time, it’s important not to overload journalists with unnecessary facts and figures. Present the information on clearly headed pages and in bullet point form where appropriate to make it easily digestible and accessible.

Consider going online

With so many of us now using email and the internet as our primary way of working, it’s possible that a printed press pack will be immediately filed away, never to be seen again. Think about putting together an online press pack as a cheaper (and increasingly popular) alternative to the printed versions. To direct journalists to your site, e-mail them a press release with a link to the online press room.

A
PR agency
will be able to assist you and your company compile an outstanding press pack that will be informative and straight to the point, something that people in the media will be looking for.

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