Get journalists to cover your product by coming prepared with a press kit.

Press coverage can mean the difference between a successful launch and a missed opportunity — and since journalists are busy, they'll often pass you by. Make it easier for them to cover you by supplying a press kit.

PR converts at 10 to 50 times higher than advertising. And the key to getting coverage is creating a thorough press kit for your company before reaching out to reporters. It should include the following: 1. A pitch letter explaining why people should care, 2. A profile overviewing the company and founders, 3. Contact info, 4. Logos, 5. Screenshots and videos of the product, 6. Other news coverage, interviews, speeches, awards, etc., 7. Customer case studies or useful stats, and 8. FAQs. Some people even include a sample news story that journalists can edit and publish without writing their own. Here are some great examples to get you started. After putting it together, create a page on your site to house your press kit and reach out to journalists with a link to your press kit front-and-center.