Basic design
Blogs
Books (blank)
Books (printed)
Brands
Business cards
CD and DVD packaging
Embroidery
Envelopes
Flyers
Gifts
Housewares
Invitations
Kids
Logos
Newsletters
Note cards
Photo albums
Postcards
Presentations
Press kits
Stationery
Stickers
T-shirts
Tote bags
Web sites
Wall Graphics
Zines
Interviews

You’re a collector of tiki tzotchkes who just scored a showing at a Maui community center. You’re a retired Girl Scout opening a cookie shop. You’re looking to move your band out of the garage and onto the stage. You’re someone—anyone—who needs to get the word out and snag attention from the media. You’re someone who needs to make a press kit, a marketing tool designed to draw media attention to your endeavors. A press kit provides journalists with the who, what, when, where, and why of your project, making it easy for them to contact you and publish vivid and accurate information about what you are doing.

The Folder With a little ingenuity, an impressive press kit package is possible on any budget. Keep in mind how many you’ll be sending out, so that you don’t plan for something unrealistic. Unless you have an army of cousins at your disposal, your time and budget will be constraining factors. The press kit above uses a band’s commercially printed tour poster as a folder. This design presumes a reasonable budget for commercial printing, but it makes double use of resources. The Press Release The press release is a concise document illuminating what makes your story news, printed on a letterhead featuring your logo and contact information. The most important facts should appear in the first paragraph; this text might be used directly by journalist to create event listings for a local paper. Include dates and location if an event is involved. Your release should take a tone suitable for your event and include first-person quotes for journalists to use in articles.

Planning a Successful Press Kit: • Send kits early; reporters need planning time. Send four months ahead for monthly magazines; one month ahead for weekly or daily publications. • One reliable person should be listed as the primary contact. If your contact info is hard to find, you won’t be found either. • Create an on-line companion to your kit. Journalists can go to your Web site to cut-and-paste text, download pictures, or listen to music.   • Maintaining a core set of colors gives the kit a cohesive feel. • Make follow up calls. Assume that the journalist is overloaded. Collect your thoughts before you dial. Keep the call short.