Press release packets are an important tool for all companies, businesses or organizations. The point of a press release packet is to inform your audience—media, investors, clients, customers and the general public—about your company or organization. Often you will send a packet following an announcement, accomplishment or event of significant importance to your business. Or, you may send a press release packet as a way of introducing your company or organization to an individual or group who may be unaware of who you are. Here's how to put together a professional press release packet.
Decide who the press release packet is for. You might want to send a packet to include local and national media, prospective clients, board of trustees, general public, prospective and current investors or donors and current and new employees. This will guide you in the types of information you need to include.
Determine which press releases are most relevant to include in your press release packet. Personnel changes, other than at the executive level, might not be as relevant to include in a formal packet. A new product offering, grand opening, leadership change, new business acquisition, large donation (if a non-profit) are all newsworthy and important for your audience to know about.
Print the materials on official paper that includes the company’s or organization’s logo and contact information. It is important that the packet look professional and official.
Select a folder or binder that is suitable for holding the selected contents. You do not want to fold any papers in half or cause the paper to wrinkle. A standard-sized folder (9 inches by 12 inches) is appropriate for most uses.
Assemble the contents of the packet in the order of its importance. Current and important news should be placed in the front.
Check your mailing list to ensure that you have the most up-to-date information. Reporters at local papers can change frequently and businesses and individuals may move, so it is a good idea to make sure the people on your list are the correct contacts.
Keep your press release(s) to one page in length. Be sure to include current contact information. Update executive/leadership profiles often by checking with each individual. Make sure the copies you include are clear. Newsprint can appear dark and blurry in some photocopies. Have someone not involved in the process look through the packet and check for any spelling errors or incorrect information. Assemble several packets in advance with general information that isn’t likely to change frequently such as fact sheets, annual reports, current press releases, and leadership bios/profiles. You can include new or time-sensitive information as the need arises.
Don't overload your press release packets with unimportant or unnecessary items such as a company or organization handbooks or logo items. The point of the packet is to inform your audience and not inundate them. If you include links to your website in any of the materials, be sure the links are working correctly by checking them frequently. A broken link can leave a bad impression.