Hi everyone,

I am new here but it already looks like there will be some great information on this site.

I am putting together a press kit, to send to magazines, for my specialty dog biscuits.

I have a brochure and will send samples but am trying to come up with some ideas to really stand out, so they take the time to look, read and find us exciting enough to write about.

Any ideas?

Thanks in advance for any ideas.

Annette
www.biscuitsbylambchop.com

Annette, the best thing you can do for the media is to give them a news release with a really good news hook. Your press kit should include the basics: a backgrounder about your company, a good-quality photograph representing your business (NOT your storefront... something compelling, preferably with dogs in it... and you, of course!), a news release with a strong angle that they can use as "news" and not just as a business profile... maybe a recipe you wouldn't mind sharing or a sheet of health tips for dogs or something like that.

For a news angle, here are some things to consider:
1. Health benefits of your biscuits - are they different from, better than other biscuits from a health perspective? If so - lead with a statistic about the health benefit your particular biscuits deliver.
2. Spending on "gourmet" items in the pet food industry - are your biscuits an indulgence for pet owners to give their dogs? Or - do you make great biscuits at bargain prices in contrast to the gourmet biscuit spending trends?
3. Unique circumstances surrounding your business - you founded it based on some kind of dramatic or emotional circumstances... you offer biscuit baking classes where dogs are welcome to sample the goods... you exemplify the "pets are welcome" trend in pet-related businesses... you deliver biscuits in a specially marked vehicle...

Some of these are better than others ;) The idea is get you thinking about how the reporter can showcase your business in context with a larger issue, or within the framework of a story about unusual circumstances - so they don't feel like they are just printing your brochure for you in article format.

Don't worry about a lot of fancy dressing on the press kit itself, reporters are busy and don't need a lot of "fluff". They want good solid news hooks. (And a sample wouldn't hurt... at least it wouldn't get buried as just another flat pocket folder on their desks!)

Janet Green

Thanks Janet! This is very helpful. Samples of course will go along with the press kit - if they open them, they'll be hooked by the smell alone.

Annette
www.biscuitsbylambchop.com

Make sure that your kits are sent to a person -- the right person a the magazine. ;)

Hi Annette

With all that?s going on with the pet food recalls I?ve seen a lot of news stories about how the scare is pushing people towards more specialty and gourmet food and treats.
I have also been to a ?Doggie Day? sponsored by a local dog bakery and it received a lot of news coverage.
The company declared a Saturday ?Doggie Day? at a dog park and offered samples and held several contests (costume, dogs who look like their owners) and everyone had a good time, the dogs got to show how much they loved the treats and or course the got on the news!

Hi Tenille,

Absolutely and my treats are actually free of all the recalled ingredients (no gluten, no rice, corn or soy proteins) so now is the perfect time for me to get moving. I have been busier actually.

Question. I now have a retailer in Japan. Do you think that a press release about this would be a good segway to getting attention to my gluten-free biscuits here?

The heading I have is:

BISCUITS BY LAMBCHOP LAUNCHES GLUTEN-FREE DOG BISCUITS IN JAPAN

In the text I talk a little bit about the recalls and how my treats are completely free of those ingredients.

Would this be an appropriate forum to post the press release to see if it reads well?

I want to get it out ASAP but keep trying to get it to flow better.

Also, does anyone recommend ways to put out a press release?

Does sending it free to AP cover other bases or do I really need a service? I do have some key words in the news right now in the heading: Dog biscuits and gluten-free.

Any advice on sending press releases would be much appreciated.

Thanks in advance.

Annette
www.biscuitsbylambchop.com

Thank you so much for your Generosity!!! You have a new loyal client and his name is MAX!!!!

Your Biscuits are a HIT

:-)

You are very welcome!

Biscuits by Lambchop fore-puppy Starlet sends Max a big Woof!

Annette
www.biscuitsbylambchop.com