Elliot Grove, director of Raindance Film Festival in the UK has seen loads of press kits in his time, and I consider him an authority in this subject.
Step 1 Create a Folder
A stationer will sell stock folders with flaps in which newspaper clippings and press releases can be organized.
Ultra low budget press kits use stock folders from stationers with self-adhesive labels on which the name of the production company is printed.
Self-adhesive labels went out with Margaret Thatcher.
A better alternative is to get a printer to emboss the folder with the title of your film.
Acquisitions executives are notoriously snobbish. The flip-side is that they are easily impressed, and you would be amazed what the effect of a little bit of gold embossing can do for your press kit.
For the low budget press kit you will need to buy one hundred folders. A normal film might send out a thousand or more press kits -- beyond the reach of lo-to-no budgets.
Through skilful manipulation, you aim to create the impression that you have mailed a thousand press kits to international executives and journalists, and so create the impression that your film is hot.
Step 2 Write a Synopsis
A synopsis is a summary of the story of your film told in an engaging way that captures the reader's interest and makes them want to see the film.
A synopsis should never sound like 'and this happened, followed by this, and then this happened'. This type of synopsis is certain to bore.
A well-written synopsis should be a teaser.
There are three kinds of synopses that you should include in your press kit.
Hint: You are writing a synopsis that should sound like the paragraph on the back of the DVD or video jacket. The point of the synopsis is to make the reader want to see the movie.
i. The long synopsis
A single page, double spaced, in which the story is summed up in three quarters of the page, and the last three or four lines of the page contains an anecdote from the making of the movie which demonstrates your incredible talent.
ii. The medium synopsis
Three quarters of a page long, in which the story is summed up yet again, only more concisely, with the last two or three lines devoted to another production anecdote which again demonstrates the talent you know you have.
iii. The short synopsis
A half page, in which the first three quarters is a tight and punchy story summary, followed by another production anecdote, this time a mere line long.
The reason you supply three synopses to journalists is because you want to make it easy for them to write a review of your film, and you offer three different lengths of synopsis because you don't yet know how much space they have in their publication.
These are now ready to be photocopied.
Step 3 Write Cast and Crew Bios
You should include brief biographies of the key people you worked with on your movie.
Actors' bios should include previous film roles (if any), stage work, and awards they may have won.
Key crew bios like director of photography, production designer, editor and composer should detail other directors and productions they have worked on, or work-related experience.
Be certain that you have a brief, concise and interesting biography for yourself.
Step 4 Create Ten FAQs
Creating hype and publicity for your film means that you have to give precise direction and guidance to the people who hear about your film: film festival programmers, film journalists and, of course, acquisition executives.
Hint: Film hype is not earned. It is manufactured by you.
List your ten questions on a page, and after each question type an answer about five lines long.
Step 5 Get Publicity Stills
Getting a good publicity still is a true art form. The right still can be used on the poster, in newspaper ads, on video and DVD covers, on T-shirts -- in fact, everywhere your movie is mentioned.
Publicity stills that work are photographs that include action.
Step 6 Include Reviews and Third Party Endorsements
Third party endorsements always work wonders in the world of promotion.
By getting a journalist to see and review your film you are starting to create buzz for your film.
Step 7 Create an Electronic Press Kit
An electronic press kit (EPK) is a set of videos on a portable electronic device with photos, interviews with the principal cast and crew, duplicated and distributed to appropriate people.
During the shoot, hire a documentary filmmaker to take high quality video footage of the shoot.
The Seven Essential Steps to Creating A Press Kit is excerpted from Elliot Grove's book: RAINDANCE PRODUCERS' LAB: LO-TO-NO BUDGET FILMMAKING.