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Your Public Relations Toolbox

Debra Locker January 2011 issue of Skin Inc. magazine

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So, you wake up one morning and say, “I am ready to do PR!” If only it was that simple. A well-executed public relations (PR) program requires many steps and a great deal of time and attention, so an effective PR toolbox is a key part of any media strategy. No hammers and saws here; instead, your tools are well-conceived words in creative packages. The two most important tools are a press kit and an online press room.

1. A press kit—Usually printed or digital on CD or DVD, effective press kits include bios and high-resolution pictures of spokespeople, as well as company fact sheets, press releases, photography highlighting the facility, story ideas and PR contact details.

2. Online press room—The content housed here is similar to that in a press kit: press releases, PR contact information, spokespeople bios, company fact sheets, notable facts and figures, and downloadable high-resolution and low-resolution images.

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