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How To Put Together a Press Kit


By Kayla

What is a press kit?
A press kit is basically a packet of information about your band. An effective press kit will convey who you are, what you do, and why people should care. News editors, event bookers and media outlets, for example, are extremely busy and don’t usually do more than skim materials that come across their desks. An effective press kit can mean the difference between getting a follow-up call and getting lost in the shuffle.

What should I include in my band’s press kit?
A press kit is like a resume for your band – it highlights your best qualities so you can make a good impression. Like your music itself, the press kit should generate enough interest in your band to motivate your audience and/or media outlets to contact you for more information.
A press kit brings together band information and articles that could be of interest to the media, sponsors, labels, potential clients and others.

1. A printed cover letter or handwritten note to your intended recipient.
This letter is an introduction to your intended recipient and gives a quick explanation for why you’re sending the press kit. Always try to address your letter to a specific person and avoid the impersonal “Dear Sir/Madam” approach. A quick phone call is all it takes to find out the name of the recipient and may provide a good angle for the letter.
Handwritten notes may stand out among the stacks of printed material people receive every day, but only if your handwriting is clear and legible. Either way, be sure to thank your contacts for taking the time to review your materials.

2. A brochure or fact sheet about your band.
This should give a clear description of your music and explain why your sound is outstanding or unusual. You will want to highlight different aspects of your band. This means describing your sound, explaining the roles of each band or group member, interviews and positive reviews that have been released, previous recordings, shows, radio airplay, and/or appearances. All of this will help the recipient understand you and become more familiar with your band or group.

3. Current, accurate contact information
If you’re going to take the time and expense of producing and sending press kits, you want to make sure your target audience can reach you when your kit spurs them to action. Add a couple business cards to the kit for people to add to their card files, and make sure all contact information is correct and up-to-date. If you do not have or use business cards make sure that all contact information is listed on the brochure or fact sheet. This includes all appropriate phone numbers, e-mail addresses, screen names, and websites. In today’s music industry it is best to have a MySpace and/or PureVolume account especially if you do not have an official band website.

4. A press release
If you are sending your press kit to the media, you absolutely must include a press release so reporters and editors can quickly understand the purpose of the kit. Your press release should provide an interesting “angle” on why your band is newsworthy now. Is your band/group playing a show or event? Did you just release a new song or album? Did you receive an award or newsworthy recognition? Make sure to make the most newsworthy information the focus of your release.

5. A band/group photo
If your band has press photos they are a great addition to your press kit. They can be added to the brochure or as a separate piece of your kit. Your photo should be anywhere between a 5"x7" and an 8"x11". If you plan on including a poster sized item it should be packaged in a poster tube with label.

6. Demo/Current Album
The MOST important piece of any band or group’s press kit is the music itself. Listing music sources like MySpace and PureVolume is a great way to add to your kit but an actual CD is best. If you haven’t released an official recording or recorded a demo you should make a professional looking and sounding CD with 3-5 songs. Make sure that the sound quality is good and that each song plays and does not skip.

How do I put it all together?
While they don’t have to be expensive, budget-busting productions, press kits must be neat and professional looking at the absolute minimum.
First of all, information is far more important than glitz, so make sure all materials are accurate both in terms of content and grammar. PROOFREAD everything for spelling and grammar mistakes. Although a press kit should be comprehensive, you don’t need to include every promotional item your band has ever produced (ex: t-shirts, etc). Glossy, two-pocket folders with cuts on one inside pocket for a business card are an excellent and reasonably priced way to package your materials. These are available at any office supply store, and you can customize your folders with a band logo on the front, promotional stickers often work for this. The packaging of your press kit, as well as every written piece in it, should be consistent with your band’s identity – meaning colors are consistent, documents are printed on letterhead if available, etc.
The kits do cost money to produce, so maximize your budget and its impact by distributing one only when the potential payoff justifies the expense – like courting a potential manager or label or publicizing an important release. Aside from an actual performance, good press kits can be one of the best ways to convey your band’s strengths to the people you want to reach. The key is to have the materials prepared beforehand, and to customize the presentation to the audience you wish to reach.

Questions? E-mail Kayla at coastalcorekayla@hotmail.com with subject line "Press Kit Help"

*Supplemental information provided by the American Marketing Association via www.marketingpower.com. Copyright © 2007 MarketingPower, Inc.

**Some wording has been changed to better suit the parties targeted by BeatTheScene.com.












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