Well, you can first of all plan to have an open house on the day your new location opens its doors for business. Invite present clients by sending them invitations. And in order to attract new clients and give your business some publicity you'll want to invite the media to report the event.

How do you attract the media's attention?

This is where having a Press kit really comes in handy.

The purpose of a Press kit is to help journalists report your story more thoroughly and impartially. It can save a reporter valuable time, as you can briefly summarize the information you want publicized by giving them the press kit detailing important information they can use to create a story. Should the newspaper decided to publish a story about your event, you can send the reporter the press kit ahead of time so that they can research your company and prepare themselves for the interview.

A Press kit will also allow you to put your best foot forward by giving out positive information about your organization.

The most popular format is the folder with the inside pockets. You can even add your own logo to the front cover if you wish. A cover can be used at seminars and workshops for employees, or you can mail them as part of a promotional campaign and file them at press conferences.

Contents...

You will need to include enough information that will be useful to the recipient, such as: Your company name, address, phone number and key contact person (and phone number). You can do this by attaching the contact's business card on the inside pocket, or make the organization name, address and phone number a permanent fixture of the cover. Prominently display the contact person's name inside the press kit so that it is readily available. A news conference requires a stand alone release containing all the essential, principal facts or purpose of the news conference that can be used on its own by the press. The stand alone release tells the complete story so that the reader isn't left wanting more information.

A calendar of upcoming events is very useful if the company plans on having public seminars, open houses, etc. A fact sheet is also helpful and can be substituted for a news release. It lists the information you would include in a news release such as the basic information about your company, the event announcement, purpose of the release, and important background information. The heading on the fact sheet should include your own organization's name, address, telephone number and contact's name. The information should be set apart with a bullet to make reading and referencing easy. The copy is to be single spaced and the bulleted items, double-spaced. Each main point should be classified with an identification in bold-face type to highlight the item or information. When writing the fact sheet, try to include all the information an editor or reporter needs to write the article.

A backgrounder contains all information the recipient could possibly require about your organization. For instance, a jewelry designer may want to include how they design original pieces for their clients --- and that no project is too small!. If your company has a web page, be sure to include that as well. Include your company's history. Keep the information concise and simple and remember to include key highlights about the organization that has helped or can establish a good reputation and high community/industry standards.

1. A quotes sheet provides information that will augment the reporter's story. Use testimonials from happy clients for this. Include the biographies of the company's owner(s) who are principal players in the event. Make sure the bios are brief and include only pertinent information. A 5 by 7 inch head-and-shoulders photo can go with each bio. Each photo should have a caption to identify it in case it is separated from the biography.

2. A Clipsheet, is a round-up of a variety of stories, illustrations, charts and filler items written in column format. Photographs can also be included with the clipsheets. Previously published articles about the company can also give reporters information. Photocopied articles should include the date the article was published and the name of the publication. Add brochures only if the information they contain pertains to the announcement. Insert photos of the company's product and descriptive captions and photos of the organization itself. All photos, except for the mug shots, are given out to the print media and should be 8 by 10 inches, with a glossy finish. Do not send out glossy photos to the television stations and be sure to include a caption with each photo.

If you are using the folder with interior pockets, information can be organized and divided between the pockets. An example of this would be to put background information such as history, bios, etc. in the left pocket, and current data about the event, product or service being presented in the right pocket. Place the news release on top in the right pocket so that it is the first thing seen, or attach it to the front cover with a paper clip.

Victor Communications: Kimberley Langford-Fluet, President. Phone/Fax: (403) 275- 4647. Email: kmfluet@cadvision.com

Is your company looking for a writing service? Victor Communications is a Calgary- based business that provides entrepreneurs with a newsletter service, Press kits, and more! We will also take on telecommuting assignments!

Victor Communications is the Publisher of the INSIGHT Newsletter, created for the World's Entrepreneurial Community.