You have an attractive folder, a comprehensive and up-to-date company backgrounder, a business card, and a press release specific to an upcoming event or circumstance. What else can you do to augment that press kit?
Photos or slides: Are you announcing a product, a new location , a major personnel change, or other event that would be enhanced with pictures? If you want to include color pictures, use slides, because they provide top quality and processing flexibility.
Brochures and reprints: Use these when sending the kits to members of the press who may be unfamiliar with your company.
Competitive table: A general market overview should already be in your company backgrounder. A competitive analysis highlights your strengths when compared to your competitors.
Press guide, or Q&A: This document anticipates the key question a reporter might ask about your company or its announcement and then answers them.
References: When announcing a product or service, include references to some of your most satisfied customers, one or more industry analysts who will comment favorably on your company, and perhaps even the names and key contacts of your major competitors.