Press packages done right

Flashy packaging doesn’t always equal results. Follow these tips for reaching your target audience more successfully

You’ve developed a press kit that tells your client’s story in what you believe is a compelling, thoughtful way.

But how do you get busy reporters and editors to pay attention? And which of the various delivery options—paper, e-mail, CD, a combination—is the most effective?

Those are key questions for communication professionals seeking to ensure that their press kits don’t wind up unopened in a filing cabinet or inbox or trash can.

Fortunately, experts say, with a little homework, some planning and aggressive follow-up, press kits can be a successful way to communicate with reporters—and ultimately, with your client’s customers.

Know thy user

Identifying the right media for a press kit is important, but it shouldn’t be the first step in the planning process. A well-crafted kit does no good if it doesn’t get into the hands of people who can actually use it.