How Artists Can Make an Effective Press Kit

By Carolyn Edlund

Here’s a perfect opportunity to get in front of the press.

I recently attended a major trade show and checked out the press room. Press kits (also called media kits) were available from some of the exhibitors in the press area, but the vast majority of exhibitors did not offer them. I’d say only about 10% of exhibitors had bothered to put them together.

This isn’t unusual – it happens at most shows. Many artists are simply not participating in what could be phenomenal publicity for them – and that is your big opportunity. Yes, I know there are a million things to do when getting ready for a trade show, but you are paying good money to get there. Make the most of it by putting together your press kit.

What is a press kit?

It’s a packaged set of promotional materials about you and your business that is distributed to members of the media in order to get exposure and publicity. You can get lots of extra mileage out of your show by using press kits to gain exposure through interviews, mentions and images in publications, blogs, television or other media.

It’s easy to make one using a 9″ x 12″ folder with pockets inside that can easily hold a number of items. You might want to put a label on the front cover with your logo or company name.

 Your press kit may include:

• Your Contact Information – on every piece in your kit.
• Your Booth Number at the show.
• A short cover letter (called a pitch letter) introducing you and basically telling the press why they should care about you and why they should write about you.
• Copies of other recent press coverage you have gotten – or a list of publications where you have gotten press coverage.
• Your brochure.
• Your photo. This could be a headshot or perhaps a photo of you working in the studio.
• An interesting “bio” (this is not your CV). Just a few paragraphs written in a friendly, approachable style that gives interesting information about yourself and your work. Tell your story.
• Photos of your portfolio or your production line. Make sure these are gorgeous shots, which would look great in a magazine spread.
• Terms, prices and other pertinent information about your work.
• A CD or DVD of your portfolio, an interview with you, or a video of you working in your studio.
• Your Business Card (these can easily fit into slots provided in most pocket folders)
• A sheet which gives story ideas for the press. Categorize them – for example, “Recycled Art,” “Wedding Gifts,” “Childrens Bedroom Décor Ideas” or any other niches that your work falls into. Write a paragraph under each category telling the press what you have to offer when they write stories about those topics.

Make it easy for press to find you, use your images, and write stories about you – and they will. Reporters and bloggers are always looking for story material. When you have done a lot of the work for them, it makes it almost effortless for them to include you in their article and make their deadline.

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