The best publicity is neither free nor a matter of chance. You have to tell the media about your business with press releases and by building long- term relationships. Publicity can avoid the higher production and placement costs of advertising and direct mail, but it requires a substantial investment of time, careful planning, and creative energy. However, there are no guarantees that the media will run your product announcement or story. The traditional press kit is an accepted and effective way to bring your business to the attention of the media.
Photographs are optional.
Keep in mind that all your materials must meet the standards and expectations of a professional audience. It should include a concise description of your company history and objectives. The press release A well-written and professionally formatted press release is the most vital part of any press kit. Before you begin writing, establish the facts about your product with the 5 Ws. Always write objectively and state facts.