Many small business owners believe they don’t need a press kit - that because of their small size or rural location, they won’t be asked to provide facts about themselves and their business.

You always have a choice. You can write the story of your business and describe your products yourself, the way you would like to present them. Or, you can depend on someone else to piece the information together and hope they present you and your business accurately.

The purpose of a Press Kit is to describe your business and promote it. What information you choose to include in a press kit - in a portfolio or online - should achieve that purpose. You might choose to include:

• Your business card
• Contact Information sheet with

* Your Name
* Business Name
* Storefront and/or Mailing Address
* Business Phone Number
* After Hours Phone Number
* Website URL
* Your email address
* Specific Location, and directions if you’re hard to find

• A small bio about yourself and your business
• Copies of printed materials - brochures, flyers, postcards
• A list of your services or products
• Samples
• A current press release about your business
• Photocopies or ‘clips’ of prior articles or press coverage
• Photos, DVDs or CDs, or state how to get digital versions of the photos
• An introductory coupon or discount offer
• A small promotional gift with your business name and contact info on it, like a key chain, a refrigerator magnet, or a pen.

You can also create a ‘Frequently Asked Questions’ sheet with a list of questions you’d like a reporter to ask you in an interview, and a short answer to convey the type of response you would give. This level of preparation is often appreciated by those sent to interview you and will usually result in an article that emphasizes what is most important to your business and your sales.

You can even put this information online as a ‘Press Room’ or ‘Media’ section on your website. Visit other websites for businesses in your region or your niche to see how they provide information to the press.

Here are some resources you might find helpful in creating a press kit for your small business, or reviewing how ‘up to date’ it is if you already have one:

Entrepreneur Magazine
The Voice of Small Business
Five Reasons for Creating a Press Kit
How To Make A Musician’s Press Kit
How To Create An Artist Press Kit

So, what’s in YOUR press kit?

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