7 Things to Include in a Press Kit

Creating a Press Kit for your art business is just like having a website. The goal of a website it to tell your target audience - collectors, consumers, galleries, manufacturers and more - about your business. The Press Kit does the same thing but it is created for a specific audience: the press.
Now, more than ever, the press is looking for news. Fifty years ago your goal was to get press in a traditional print outlet - a newspaper, magazine, trade journal and the like. Today, the press needs news for those venues and eNewsletters, blogs, online magazines, mobile updates and more. So if you learn to interact with the press and get your information in the right hands, chances are, you will get some free publicity.
Your Press Kit can be digital or physical. Regardless of the format, the goal is the same - give the press an overview of who you are, what you do and why their audience would be interested. As an artist, your press kit will include a combination of written materials and pictures of your work.
Here are 7 things to include in a Press Kit:
  1. Cover Sheet. The purpose of the cover sheet is to grab the attention of the person looking at your Press Kit. Make it visually appealing and since it is for your art business, be sure to include your business name, logo and any other brand identifying information.
  2. Fact Sheet. The Fact Sheet is a one-page document that answers WHO, WHAT, WHERE and WHY. You might include your artist statement, a description of your end consumers or the history of your business. If they only read this page, they need to get all the basic information they need to understand your business.
  3. Bio. While some basic information about you should be on the Fact Sheet, it is often good to include more about yourself since you as the artist, are probably the heart of your business. Be sure to include any interesting or unusual facts about your background that might be of interest to the press and their readers - how do you find inspiration, what training do you have, why did you decide to go into business? Including a photo or two of you at work or with your work is a great addition to your Bio as well.
  4. Samples of your Art. Include high quality images of your art in your press kit. If you are creating a physical press kit to mail or have available at trade or art shows, you could include promotional materials like brochures and postcards that have images on them.
  5. Headshot. Always include a professional headshot of yourself in your press kit. Think about articles in magazines or online that you've seen about artists or other personalities. In addition to pictures of products or art, there is usually a good headshot of the person as well. If you choose to have headshots done by a professional photographer, be sure to include the copyrights to use the photographs for promotional purposes in the cost of the shoot.
  6. Contact Information. You can decide how many ways you want to be found. A physical address, phone number and email address are standard. In this digital age, many press kits also include links to websites and social media sites like LinkedIn, Twitter, Facebook and even YouTube as well.
  7. Press Releases. If you are creating a physical press kit for an event, you should also include any recent press releases about your business as well.
These are the basic things that should be in any Press Kit but certainly not the only things allowed. Think about what will make you and your artistic business stand out. If you have glowing customer testimonials or have won awards, include that information as well. The most important thing to remember is that your Press Kit is giving the press a first impression of you and your business. Spend some time on the content and format to put your best foot forward.

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