Your Press Kit

In the last two posts, we talked about what your publicist does and how to write a press release--a big thank you to Rebeca Seitz for filling in while I was in California. Now let's review and look at the other items needed for your press kit.

1.) Your Press Release- Stand out and be very precise. Generally, at the beginning of a campaign, I create one press release that is versatile for both news and entertainment purposes. That way in a pinch, I have something I can send out, regardless of the outlet. Book signings, launches, and events, require a press release pertinent just to that event.

2.) Your Photo—Want your publicist to love you? Come prepared with a good photograph. Unless we happen to live in your neighbourhood, this is one thing we cannot do for you. Have a clean, digital image. Hint—Bigger photos work better because they allow us to proportion the image to the project we're working on. Sometimes I want to use both a book cover and the author's photo on the press release. However, if they are not the same size, the press release can lose its visual appeal—becoming lopsided. An image can be shrunk without marring it, but not expanded.

Why is your photo so important? If a major television show is interested in having you on as a guest, they'll want to know what you look like. If a magazine has an article featuring you, they'll want a picture. We live in a celebrity-obsessed culture. Let face it, a good-looking picture will help. Think like the media. If you were Oprah, what sort of guest would you want on your show? Make your photo reflect that.

3.) Q&A with the Author—Imagine being on air and unable to answer the question just asked you. Now take that thought and twist it a bit. Imagine being a radio host, who doesn't know anything about the author and probably hasn't had time to read the book. (Trust me, they worry about this.)

Now imagine yourself in the shoes of a producer thumbing through a press kit. You'd want proof that if you give someone airtime, they're going to deliver something entertaining. Use this part to bring in the back-story of your novel, interesting facts about you, and other subjects you can be interviewed on. Hint: This page is a good place for your photo. It's inviting to see the person you're reading about.

4.) Endorsements—Don't under estimate the power. If Stephen King says this is the best book he's ever read… wouldn't you be slightly intimidated to give it a bad review, even if you were a New York Times reviewer? After all, why do agents and editors jump when another agent or editor becomes interested in you? The power of suggestion goes a long way. Here's where you can gain credibility. Hint: Stephen King does actually have to say it was the best book he's ever read to use that one.

5.) Previous Hits Page—This falls in line with your endorsement page. If Publishers Weekly says you’re the must read author of 2007, then as a reviewer, I'm going to take you a little bit more seriously. Hint: Check with the source and learn their requirements. For example: the above publication does not allow for authors to just present a portion of their review.

6.) Movie Trailer – More to come on this subject

7.) Business Card

8.) The Folder- This is the first impression. Publishers and P.R. Firms pay good money for folders that match the campaign. Talk to Office Max, look online. It's worth some of your advance money to have your book noticed.


A good attitude to take from the get go is that they are doing you the favor. Yes, they need to feed their audience. Yes, they are benefiting too. But at any given time, their desk is filled with hundreds and thousands of similar requests. It is easier for them to move onto the next candidate instead of doing your work for you.

If someone asks for your photo, it is very unprofessional to tell them to 'grab' it off your website, or if someone asks for a bio, don't expect them to type it from the back of your novel. The more ready you are, the more likely you are to become featured.

Upcoming: Where these kits are going.