1. A PRESS/MEDIA KIT DUE February _____, 2018
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2. ELEMENTS TO INCLUDE IN YOUR SELECTION:
1. The Press Release:
Your press kit's press release announces the whole idea.
If you've got a new product, the press kit helps introduce it. If your company is merging with another, the press kit champions it.
You can include multiple press releases in your press kit, or you can issue a press release before the kit goes out. For example, a trade show press kit might contain a company merger press release, three new product press releases, and a press release announcing a new CEO.
A word of caution; don't pack your press kit with more than one press release just because you can. If you're sending a press kit to an editor, you'll need just one press release. If you're handing out your press kit at a trade show, multiple press releases inside aren't uncommon. But remember, the more you include, the more work you're making people do. You want to make their job as easy as possible.   

3. 2. 2. A Brief Letter/Table of Contents 2
2. 2. A Brief Letter/Table of Contents 2. A Brief Letter/Table of Contents
This is especially helpful for any kind of press kit that included a lot of different, but equally important, elements. Your letter can be addressed to the media thanking them for their interest in your company, and then you can provide a summary of what's included. Be sure to make your media contact's name, and contact information, clear on this page since it will be the first one he or she will see.
All of these elements help your content come together and feel much more organized than papers and samples randomly stuffed into a folder.

4. 3. BROCHURES
PR pros use press kits to announce a new product, but you can also include your brochure. Brochures are especially helpful to explain your product or service outside of a simple press release. It's one thing to create a press kit for a new type of health snack; it's something else entirely to create a press kit that brings a new financial product to the investment market. 
For a trade show press kit, you can include a number of brochures that give the editor/reporter a large amount of information about your product/service. This helps them determine if they even want to cover what you're offering up for free media exposure.  

5. 4. Product Samples
If your product is small enough, and you can afford to do so, you should put a sample inside the press kit.
This gives editors and reporters the chance to test the product out on their own, and give it a genuine thumbs up or thumbs down.
If your product is too big and you'll be holding a demonstration at your facility, include that information so the editor/reporter can come to your location and get their hands on your products. Or if your trade show booth is having a demo, that's another great way to give a mass amount of editors and reporters from around the country a way to see your product in action.
If you can only send a few samples out, created a tiered press kit mailing. The top tier may only consist of five to ten prospects, but they'll be the most important. They receive the actual item. The other tiers get less, based on their influence. Some may simply get a postcard or letter that covers the basic information.   

6. 5. Past Press Coverage
If you've received free media coverage before, you can include a sheet that details those media outlets. Some companies like to include copies of articles written about them in their press kit, and that adds a level of credibility to the campaign.
Just don't go overboard. Publicising past successes are one thing, but a bragging session is offputting. 
If you're including articles, a few pages will be more than enough content for your press kit. Determine if a simple sheet identifying these outlets instead would better serve your press kit and the editor/reporter.

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