PRESS KIT VERSUS SALES KIT

Too often suppliers provide sales kits rather than press kits to the international media. Journalists are generally not interested in kits that are created to make a sale. A sales kit includes information in the form of brochures and other promotional materials that have little or no news value.

The press kit, on the other hand, is aimed at journalists who are interested in news, and need specific and concise information that will interest their readers. Brochures and other strictly sales promotion pieces are not suited to their needs. Keep journalists' audiences in mind when you are writing news releases and fact sheets for your press kit, and always make sure your information is updated to reflect any changes in your product.