How to Create a Press Kit

How to Create a Press Kit

They go by different names (press kit, media kit, pitch packet), but their purpose is one and the same:
to consolidate all the pertinent information about you and your book into a compelling (and easy to
distribute) kit for the purposes of attracting media/press attention.

Most authors typically have two separate press kits: a hardcopy version, and a digital version. Some
elements of your kit may be appropriate for only one version (like hardcopy editions of your book, for
example), but there are digital counterparts for every element, which allows you to deliver the version of
the kit your recipient prefers.

Let’s discuss all the components of a complete and effective press kit…

1. Cover letter

It doesn't matter whether you are communicating via email or through snail mail, a good cover
letter is incredibly important to establish your expertise, demonstrate your writing proficiency,
and provide contact information.

The secret to a good cover letter is to keep it short, usually around 150-300 well-chosen words.
Editors, reviewers, and bloggers are busy. If your letter looks too long, it will be easy for them to
throw away or delete.

The good news is that once you have written a really good cover letter, you can use it over and over.

Every good cover letter answers these 5 questions:

1. Why are you contacting them?
2. Who is your book's audience?
3. What is your book's purpose?
4. What is your book's benefit?
5. Who are you? (In other words, why are you qualified to write this book, and what is your

contact information?)

Remember, cover letters should never be longer than one page, single-spaced, with a blank line
separating each paragraph.

If you are writing an email, pretend you are writing a letter. In other words, don't let the fact that
it is an email fool you into thinking common and professional business practices are no longer
necessary.

2. A press release

Let's face it, there are only a few events that occur in your life that justify sending out a press
release. And publishing a book is definitely one of them! But that doesn't mean you send only one
when your book is published.

Sending out press releases should be a common and frequent part of your overall marketing
strategy. But even if you sprinkle some imagination into your release, it's important to keep some
basic core concepts in mind:

a. The headline is the most important part of your release. Make sure it contains some "key
words.”

b. The audience for your press release isn’t just the media but also potential buyers, since
press releases will often appear in search engine results.

c. Make your press release newsworthy. Is a holiday like Easter or Halloween or Christmas
coming up? Does your book have anything to do with Easter or Halloween or Christmas?
Send out a release! Every year! The timing of your press release will help you determine the
optimal time to distribute your full press kit, too.

d. Focus on elements that make your book universally important. Identify themes that
everyone can relate to.

e. Stick with the facts and avoid exaggerations. Press releases need to be factual.
f. Every press release needs a “hook”—something to capture the attention of the whoever is

reading the release. Writing a release from the protagonist's point of view is a hook. So is
tying in to a current event, such as a holiday.
g. Do not use passive voice and do not write a release in first person. Even if your book is in
first person, your press release should always be in third person.

3. A sales sheet

Contrary to its name, a “sales sheet” has nothing to do with your book sales. It is a single piece of
paper that communicates all the important facts about your book, such as the title, the subtitle,
the author name, and the genre. Most sales sheets also include a brief synopsis and an author
biography. Your author biography should be brief, and pack a powerful punch—meaning every
word counts! It should be more than 50 words and fewer than 100. Your biography should include
topical expertise, details about your relevant professional life, and details about your other
relevant, topical publications. If you feel compelled to include personal information, limit it to one
single, simple sentence at the end. Most sales sheets even have a picture of the cover. You can print
a copy of your sales sheet freely from the My Toolkit link in your Publishing Center.

4. An author photo

Presumably you already took care of acquiring an author photo for the purposes of your book
publication, and if so, that is the same author photo you should use in your press kit, but if you
didn’t, here are the recommended methods for getting your author photo:

a. Go to a professional photography studio and buy the full rights to use the images they take.
b. Have someone take an original, new photograph of you solely for the purposes of your

book and its marketing.
c. Find a suitable photograph of yourself from among your previous pictures. Make sure it’s

professional!

5. A copy of your book

For the hardcopy version of your press kit, include a paperback copy of your book if your recipient
is particularly high-profile or “valuable” to interest in you or your book. Also have an electronic
edition of your book available (PDF is the most common) for the digital version of your press kit.

6. Marketing materials

Hardcopy versions of your book should also include professional business cards (printed by an
actual printing company, not from your home computer/printer). They should be branded and
customized to feature your book cover. The PDF “proofs” can also be used for your digital press
release. Lots of places print custom business cards, and you can also order them from the Marketing
Services section of Outskirts Press in your Publishing Center.

Here’s to your great success!