Press Kits & Press Releases (long)

**"Doreen Howard" g*@charter.net**

The fact that we are listserv of media people with varying degrees of
experience hit me in the face at the GWA symposium in Chicago.  Some on our
list are trying to break into print, while others are attempting to expand
their base.  I was asked to look over several press kits and press releases.

I'd like to share with everyone some basics I've learned and expert advice I
gleaned from GWA symposium workshops in the last two years, especially Jim
Long's Guerilla Marketing in 2002.

Please jump in and add what has worked for you and what has not.  Hopefully,
this thread will help everyone.
Doreen Howard
------------
PRESS KITS (much of this is from Jim Long)
Use 2-pocket folder and include the following:
1. Your business card
2. Personal letter to target-the first sentence MUST say what you do
3. Biography sheet
4. At least 3 tearsheets of the best articles you have written in the last
12-18 months.
5. Product sheet-details what you do (lecture topics, handouts you give
audiences, products you grow or make or sheet of sample photos you sell)
6. Sample of what you promoting-(heirloom seeds, small bottle of wine
vinegar, potpourri or a calendar page with a photo from your archives)
7. Photos and free goodies make the target focus on your press kit longer.

PRESS RELEASES
1. Editors get 30 to 300 press releases a day.  Make yours stand out.  There
is a 3-second rule-you only have that much time to interest the person
opening the envelope.
2. Jim Long says that colored paper catches the eye-sky blue or blue-green
are his favorites.
3. Include your photo on the letterhead.  It makes the recipient hold the
paper longer.
4. Scent helps, too, especially with garden related subjects.  Long says
spray the envelope or paper with vanilla or cinnamon essence, as they are
gender-neutral scents liked by everyone.
5. If the target is local, hand-deliver the press release with a plate of
warm, homemade cookies.  For media far away, include seeds, a bookmark made
from dried herbs or something that is relevant to what you do.
6. The first sentence of the press release should say everything that is to
follow, only in capsular form.  The Associated Press Manual of Style is a
good reference for how to do this, if you don't have a newspaper background.
7. Press releases should always be one page and 3 paragraphs.
8. It should tell your story the way you want it written or told in
newspapers, magazines, radio and television.

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