The main point of a press kit is to express who you are, what you do, and why it matters. The key to a good press kit is knowing what to include and what to leave out. With that in mind, here are some of the things your press kit should contain:

• A cover letter. Each press kit should contain a personalized cover letter rather than an impersonal form letter. This letter doesn't have to be a masterpiece - just a one-page or less explanation that grabs the reader's attention and tells them why you are sending them a press kit in the first place. Many business owners also like to include a small handwritten note with the letter to give it a more personal touch.
• Company information. It seems obvious that your press kit should include information about your company. After all, that's the point. However, you shouldn't include every piece of promotional literature you have ever produced. Instead, only include the information that is most relevant and up-to-date, as well as concise material about your company's history and key leadership. The form this information takes can vary to include brochures, fact sheets, or other materials.
• Product material. It's important to also include material about the products or services your company sells. Again, don't include everything - just those things the reader needs to gain a basic understanding about your products.
• Press releases and publicity clips. Be sure to include copies of any media stories that have been done on your company and products. Photocopies are fine, but if there are photos you may want to consider color copies instead of black and white.
• Financial information. While you don't need to include detailed financial information in your press kit, it's a good idea to include a basic financial statement. This information will be invaluable to potential investors and others who need to know about your business' sales capacity and financial viability.

Once you have compiled the necessary information, you'll need to present in a manner that communicates professionalism and excellence. Consider producing your press kit in both an electronic and paper format. The electronic version can be posted on your website or sent as an e-mail attachment. The paper version can be collected in an attractive folder to be mailed or hand delivered.

Remember: Quality counts! By taking the time to proofread for typos and spelling errors you can make sure your press kit has the sizzle it needs to make a good impression.