Media and Press Kit Printing Key Terms

Know the important terms for printing a media and press kit

A media and press kit promotes a company or an individual. Writers, models, actors, bands, and other performers often put together press kits to generate new business. They send these kits to the media, to potential large buyers, and/or to reviewers or sales reps. Your purpose for the kit will determine what you include, but all kits have some common elements:

1. A cover letter

2. Press release

3. Fact sheet

4. Past press coverage

5. Photos and images

6. Business cards

Then, depending on the purpose of your press kit, you need to tailor it to your specific business or service. All of the items in your press or media kit need to look professional. Here are some terms that will help when you approach a printer.

 

Bleed

If any of the pieces you're having printed run all the way to the outer edge of the paper, they need to be designed a little larger than actual size to allow for an extra margin. This ensures that the image prints to the edge of the paper. The bleed is the part of a printed document outside the bounds of the final size of the piece. The standard bleed is 1p6 (1 pica, 6 points), or 1/4 of an inch.
Try: Printernational defines bleed and shows how to allow for it before taking your documents to a printer.

Brochure layout

Brochures are usually bi-fold or tri-fold pieces printed on large-sized paper. Before you head off to the printer, though, be sure your brochure is well-designed and properly laid out. Brochure layout can be tricky because you must place the material in the correct spot so it ends up in the proper position after the paper is printed and folded. Consider also whether or not the brochure will be mailed; if it will, allow space for mailing labels.
Try: The Cape Higher Education Consortium gives tips for designing a brochure.

Thermography

Business cards can be printed using thermography (classic raised printing) rather than flat printing. If you're trying to make an elegant impression, you may want to consider using thermography.
Try: The International Paper Company describes thermography in printing and its uses.

Soy inks

Many printers now offer the option of soy or vegetable inks in addition to the traditional ink. Marketers interested in going green appreciate the opportunity to choose an ink made from a renewable resource. Advantages of soy ink, in addition to its environmental benefits, are its vibrant colors, stability, and lower rub-off.
Try: Design, Typography & Graphics talks about going green with your marketing by using soy inks.

Posters

Some people like to include posters in their marketing kits. Many posters are printed on heavyweight, satin-finish photo paper, which gives the poster its glossy finish.
Try: FlowerAdvisor Lifestyle explains what you need to know when you're having a poster printed.

Watermarked letterhead

Print your cover letter on top-quality business stationery. Your letterhead provides your first introduction to a potential client, a business, or the media. For the best impression, choose a letterhead with a watermark. A watermark is faint image that is visible when the paper is held up to the light.
Try: Secure Paper Products provides tips on designing your own watermark for your letterhead, and wiseGEEK explains the different ways watermarks are made.

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