We’ve had a large number of requests from our subscribers for information on how to put together a press kit for sending by snail mail. While our main focus at PRW is electronic distribution, there is always a place and need for good old-fashioned snail mail. In this newsletter, we will share some tips on press kits from Cheryl Andrews of Cheryl Andrews Marketing and Communications, a longtime and well-respected public relations firm in Coral Gables. Specializing in travel, the firm’s client list includes Trinidad and Tobago, The Ocean Club in the Turks & Caicos, Sunsail in Antigua, and the new Miami Beach Marriott Resort in South Beach.

What is the purpose of a press kit?

It is the framework from where we start our project with a client. Not only is it a marketing tool for the media, but also it gives us an excellent opportunity to learn as much as possible about our client’s background, history and current offerings.

What do you include in the kit?

Generally, we include the following:

1. A background and history piece. For example, we represent the islands of Trinidad and Tobago. We wrote a piece on Daniel De Foe’s connection to the island as the author of Robinson Crusoe, the story of a mythical tropical paradise. This becomes a bit of historical background, as his visits to the islands were factual.
2. A fact sheet, which is a list of relevant, bulleted details. Since we represent many hotels, we include the details of the properties such as number of rooms, rates, style, and ambiance.
3. We write a personality piece on some of the notable employees of the hotel such as the general manager, chef or president.
4. More and more, we are including a page of scanned slides that give 12 different views of our properties.
5. If there are niche markets of the property we are representing, we write about them. For instance, hotels that offer special packages such as corporate meetings incentives, sports related challenges and honeymoons make good stories. We represent the island of Antigua so we play up the sailing themes. Antigua is known for its terrific sailing.

How do you determine the length, depth and breadth of a press kit for the media?

We don’t want it to be too bulky or too cluttered. We often take press kits to meetings to give out selectively. But people don’t want to carry 50 press kits home in their suitcases. They’re too heavy and bulky. They don’t even want to carry them around. I’ve noticed people taking out the items of interest and then tossing the rest. I try and observe what interests them most.

What are the most important qualities of a good press kit?

It should be concise and inviting and contain well-written material. A start-up press kit for a first time client may be shorter and contain less material such as the essential fact sheet and a brief description of the property.

Cheryl Andrews Marketing and Communications
331 Almeria Avenue
Coral Gables, Florida 33134
Phone: 305-444-4033
e-mail: info@cam-pr.com

You sent out the press release and included the contact information. You are listed as the spokesperson for your company—but what does that mean? And how can you be an effective one?

As a spokesperson, you represent your company. You are the human link between the media and your company. Although a powerful way to raise your company’s profile, two-dimensional press releases can not connect with a journalist like a person can. If your press release is the lure and the hook, you, as the spokesperson, need to reel them in.

First, always be available, easily reached, and completely prepared for comment. Journalists work on all kinds of deadlines. If a journalist takes the time to call, be available to talk to them.

Second, always know whether your goal is to inform, motivate, persuade, or entertain the media. The ultimate goal for public relations is to improve your company’s visibility and image. Journalists need a story, not a sales pitch, so determine the best way for your company to be part of a bigger story.

Third, time permitting, find out why a journalist wants to talk to you. This means looking over the reporter’s previous work to determine if there is any bias or areas of particular interest.

Fourth, always be able to summarize what you want to say in one minute or less. If you can’t do this, then your news is too complex or is too broad in scope.

Fifth, always be completely interested in and believe in your subject. You must intrigue and convince yourself before you can intrigue and convince others.

Sixth, always know your subject inside and out with tangible facts to back up your claims. Draft a fact sheet to give to the media stating any relevant data, statistics, research findings, or evidence with accurate sources. And, contrary to what you might think, it’s best to include information about the opposing point of view and counteract those points.

Seventh, never say anything that you are not 100% sure about. Instead, if you don’t know a particular answer, tell the media that you will either get back to them or refer them to someone who does know an answer.

Eighth, always be prepared to answer difficult questions. If it’s anything other than a human-interest story, don’t expect softball questions.

Ninth, always know your top three messages in a positive, non-defensive, concise format. Avoid jargon and overly technical terminology. Refer to your organization by name, not by pronoun.

Tenth, practice makes perfect! Always rehearse your answers and statements aloud.