Some people call them press kits, others call them publicity kits or PR packets. No matter what they are called, one thing is certain—they are a valuable resource for your customers and prospects. For our purposes, we will call them publicity kits.

Whether you are a consultant looking to increase recognition, an insurance agency trying to create new interest in your services, or a large wholesale plumbing firm launching a new product or service, having a well-conceived and well-thought out publicity kit is a great place to start. Successful businesses consider publicity kits a central marketing tool.

The same basic marketing principles apply whether you’re using a publicity kit to promote your products and services to existing customers or you are using it to inform the media of a new offering at your company. Of course, you’ll need to make it look good and provide colorful, interesting graphics. But, you’ll also need to make sure there is enough substance and thoughtful content to spark interest. With inspiring design, engaging content, and high-quality printing, you can make your publicity kit an interesting and useful tool.

Utilize consistent design and phrasing to create unity.

Regardless of how you plan to use your publicity kit, you must make sure the design and printing complement the story you are trying to tell about your company’s products and services. It’s best to sit down and think about all the pieces you wish to include in your kit and figure out how to keep the design consistent throughout. Don’t get too crazy with the design—you don’t want the design to overpower the content. Sometimes clean, simple design that features strong content is more effective than something that is overdone graphically.

What message are you trying to convey?

With publicity kits, the number of items that can be inserted is endless. Of course there are the standard brochures, business cards, and flat sheets, but consider the power of glossy pictures, price books, and demo CDs. It’s always smart to include a short About Us page in a brochure or flyer that provides an overview of your product line or details the services you provide. Include a page that contains any pertinent contact information along with some kind of “keeper” that will encourage the recipient to keep your information on hand.