The basics of your press kit give your news perspective. These extras give depth to your perspective.

To step up to the press kit “killer” level, add these gaudy but valuable extras:

Explainer — Take the opportunity to put your news into a larger perspective by expounding on its greater significance in the “Explainer.” For instance, in 1901 the “News Release” may have been about the new gasoline-powered horseless carriages, but the “Explainer” would have foretold the effect on the buggy whip industry.

Sources — Make reporters’ jobs easier by including a list of independent sources to supplement the news you have provided. Make sure the sources are authoritative, and not on your payroll. Also be sure to get everyone’s permission before including them as recommended sources.

Profiles — Biographical sketches of important people in your company not only add a personal feel, but also give reporters other options for news coverage. At the least, these bios may end up in reporters’ files as fodder for future stories. You or your staffers could be called upon as knowledgeable sources later. Be sure to include portrait photos or mug shots to put a face to the names.

History — Here is where you tell the entire background of the rags-to-riches story that brought your company from nowhere to success. If it’s an endearing or an impressive story, don’t be surprised if you see large portions of the “History” from your press kit shamelessly reproduced verbatim in news coverage.

Story suggestions — While you have the interest of reporters and editors, take the opportunity to suggest other story ideas for them to put in their files. Always limit your suggestions to stories that fit the publication’s niche. You could become regularly featured. Of course, include contact persons at your company for each idea you pitch.

Testimonials — Tread cautiously here because real reporters sniff out the self-serving nature of testimonials, and they don’t much like the smell. It’s OK to include testimonials if the people quoted are indisputably credible. This is a judgment call and requires discernment. If you’re not certain, don’t.