Essentials for Every Press Kit

What is a press kit? Essentially, it is a one-stop-shop for the media to get to know everything about you. It has your background, your expertise, why they would want to interview you and what makes you stand out. Bottom line: it gives writers, producers, editors or podcasts hosts the 411 on you so they can prepare for an interview. 

But what all should be included? 

• Overview: At Choice, we’ve created a one-pager that is instantly recognizable to media. They know when they get that sheet, they’ll have all of the information they need to move forward with an interview. We include a bio, what makes our client special, suggested topics and interview questions. This is a great way to efficiently communicate our client’s expertise to writers and producers who are constantly inundated with pitches. 

• Headshots: We are often asked to send 2-3 photos when booking interviews. It’s important to have up-to-date professional photos when working with the media. Producers, podcast hosts and editors require these images and often use them to promote you on social media. 

• Q+A: A mock interview of sorts, at Choice we prepare a Q+A for our clients with questions they will likely be asked in interviews. This gives the client a chance to practice and gives our team content to work with and share in lieu of an interview if needed. 

Publishing a book? Make sure that you also include:

• Press Release: The press release should include the publishing date, the publisher, an overview of the book and background information on the author as well as the contact to schedule interviews. 

• Galley Letter: A galley letter is mailed with galley copies of a book. It is a letter that includes pertinent information about the author and their book. It is usually more casual in tone and should include ample information about the book. 

A press kit is a compilation of what you can bring to the table and what really sets you apart from the crowd. Of course, you will want to customize it to you specifically and there will be key materials that go into your specific press kit.  For example, if you’re in the food space or you’re in interior design or any kind of industry or brand that has a lot of visuals that tell your story, you’re going to want to make sure that that is included in your press kit because that helps media understand what you’re going to be able to deliver to them.

Been featured on your local TV station or had a TikTok or a Reel go viral? You can include video in your press kit as well! 

Building a press kit is your first step in getting your name out there and your story told. Taking the time to build the assets and shine a spotlight on your work will be worth it.