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