YOUR KIT'S APPEARANCE -- AND WEIGHT

You will be competing with hundreds of other companies to attract the attention of international journalists. Naturally, the more colorful and attention-grabbing folder, within the bounds of good taste, usually wins the day. If you are introducing a new product or service you may want to design a new, colorful press kit folder that will stand out from your basic, familiar corporate press packet.

Many states have 100 to 200-page guidebooks which are usually slick and heavy. It's probably not a good idea to include them in your press kit. Do a color Xerox of the cover with a note about the book and how to obtain a copy. If you want the press to have access to your sales material, rate and package information—and some who are writing destination pieces will be interested—include information on how they can get it, whether writing, calling, e-mailing or faxing a request.