Although I (David Politis) have been providing professional public relations services for more than 25 years, I also labored for 10+ years as a self-syndicated columnist writing “Utah Tech Watch,” which was carried weekly by the Daily Herald (in Provo, Utah), the Deseret News and The Enterprise (both in Salt Lake City).

I bring up my quasi-journalistic past not to impress you, but rather to impress upon you some of the things I learned while wearing my journalist hat.

Specifically, when reporters walks through the press kit room at a major trade show (think CES, SEMA, or back in the day, COMDEX), these aren’t leisurely strolls — they’re journalists on missions, looking for press kits from

A) companies they already know or follow, and

B) company names that attract their attention.

Upon seeing a press kit that catches their eye, they grab it, flip it open, scan it quickly to see if there’s anything newsworthy they’re interested in and if so, they throw it in their bag or make a note to visit the company’s booth later.

I saw this happen over and over again and found that I did the exact same thing.

So? you ask. Did you learn anything from your experience? As a matter of fact I did.

Specifically, I learned that the best press kit folder design is the good old boring press kit standard format, namely a press kit

1. that measures 9- X 12-inches when folded closed,
2. has two full-sized pockets,
3. one pocket on each side,
4. with both pockets glued shut on both sides (but the top of the pocket open),
5. with slots cut into the right pocket to hold one business card, and
6. no fancy flaps or closures to fiddle with before opening the press kit.

Seems like a lot of bother for a stupid press kit, but it’s not.

Remember that most journalists are busy people, so if they’ve gone to the trouble of picking up your press kit or asking you for one, they’ve done so because they want to see what’s inside. And the faster they can scan the contents of your press kit, the sooner they can decide if what’s inside is worthwhile to their readers, viewers and/or listeners.

Don’t believe me? Fine.

Next time you set out press kits at an event or are asked for one, watch what the reporters do with ‘em when they get ‘em. I’ll bet 8 out of 10 open ‘em up right away.

Hence, the easier it is for reporters to open your press kits, scan the materials without everything flopping all over the place (that’s why you use insist on glued pockets), and see that your business card is where it belongs (clipped into the slots on the right pocket). they’ll then throw the kit under their arm or into their bag before taking off.

And when it comes to press kits and journalists, that’s how it works. That’s why you need a standard press kit format.

= = = = = = = = = = = = = = = = =

BONUS TIP:

If you’ve gone to the trouble of using a standard press kit format, don’t blow it by handing out press kits contained inside of an envelope. That just defeats all of the benefits of using a standard press kit format.

If you feel like you’ve got too much stuff to fit into a standard sized folder, then consider getting a custom folder made that can handle more junk. Either that or re-evaluate everything you’re throwing into your press kit. Chances are you really don’t need everything you originally thought you did.