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In response to your question about the importance of press materials...
As I have discussed in prior articles, it is important for every company to keep current and up-to-date information on hand for various reasons. However, it does prove valuable to package this information into a press kit or brochure for distribution to and availability for potential clients, media, and investors. There are some major components you should consider when you package your information. A reputable agency can help you determine the necessary components and how to use them effectively within the package. Below are materials that make up a kit:
The Intro Letter
Sometimes referred to as the "pitch" letter, this should be no more than one page in length directed to your specific target audience. Ideally, it should come from your company's CEO. This letter should summarize who you are, what you do, and what value you bring to your customer.
Company Background
It is important for your customers to know the history of your company, your capabilities, and your mission. This could also be extended to include biographies of senior management within your organization, and should always include a biography of the CEO and president of your corporation.
Photos
Photographs offer visual reference for your clients. Photographs range from samples of a product or service you offer to photos of your team in action.
Testimonials And Awards/Past Performance/Best Practice
Be sure to include one page of quotes from clients who have benefited from your product or service and who are willing to support it publicly. Potential clients are often looking for results and some form of guarantee. Testimonials are proof that your product or service delivers tangible benefits.
It is also extremely important to make note of all awards and nominations your company has received. This demonstrates that you strive to excel and have been recognized for your excellence. It is also beneficial to list memberships in organizations such as the Better Business Bureau and any Chamber of Commerce of which your firm is a member. The more organizations that you are affiliated with in your field, the more credibility within your own profession and your colleagues you will receive. Affiliations with prestigious organizations also confirm to your customer that you are a reputable business.
Business Card
Always have a place to display your business card within your package. This offers the potential client a direct contact for your firm.
Mini CD/New Media
One of today's most viable press kit tools is a professionally designed wallet-sized CD. This CD should include a presentation featuring all of the aforementioned company information. This allows your customer to have an immediate interactive experience with your firm. It generates excitement toward your firm and could be the selling point if presented properly. It is much easier, when available, to pop a CD into a computer than to rifle through pages of facts. It is highly recommended that you consider offering this type of presentation on your company. Consult a professional agency with the experience and technical support to develop this new media presentation.
Folder or Brochure
All of the previously mentioned items should be neatly organized in an attractive folder or brochure.
Whether you are for profit or a non-profit organization, the public will respond to materials that are grammatically correct and designed in a clear, crisp and concise manner. The old adage is correct — you only have one chance to make a good impression. Everything that you put out there to your customers is a direct reflection on the quality of service or product your company will provide, so my advice is do it right the first time and you will benefit from your investment.
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