Corporate Backgrounder

If you you are going to do press releases for your company or products, you should also have a press kit. Some of the items in the press kit include a FAQ sheet, bios, and a Corporate Backgrounder. The Corporate Backgrounder is a 4-6 page summary of your business history and state of affairs that identifies type of business, founder history, some fiscal commentary, facilities, markets into which your company sells, how products are designed, produced and marketed, the nature of the competition, and other information, such as where the business stands in its projections for share of market growth. Business and financial press refer to the backgrounder whenever they are doing a story on your company or industry. Here's a questionnaire that may help:

Corporate/Personal Backgrounder

Questionnaire: the following information will be used to write a corporate backgrounder
--an evergreen piece that will be used in press kits and information packets.

What year was the company founded?

By Whom? (list all founders and titles)

What is the genesis of the company? What is the story behind its inception?


Who are the company’s affiliates or key partners? Affiliates?

How is the company organized? A corporation? Sole proprietorship?

In what state is the company incorporated? Registered?

What is the address of the company’s headquarters?

How many square feet or offices does the company have?

How many employees does the company have?

Please finish the following sentence: [your company] is the leading _____________.


To expand on the last question, please describe what your company SELLS/DOES.

What is the company’s stated mission?

How does the company sell?

In what marketplace does the company operate?

Who are the company’s customers?

Who (what companies) are the company’s competitors?
Direct?

Indirect?

In What other ways do you “differentiate” your operation from the competition?

What is the company’s “Unique Selling Proposition” or “Case Statement”?

How does your company “promote” its products/services?

What is the company’s rate of growth?

What are the company’s goals?

Short-term?

Long-term?

List company milestones (A chronology)
(milestones can be years in the business; number products you carry, where published, etc; who carries your products, reps, etc.; geographic distribution of products, etc., celebrities who have bought you)

Personal information: (optional)

Date of Birth Hobbies

Place of Birth Children

Education Pets

Current business or personal address Role model – hero(ine)

Years at that location Favorite movie

Years in the region Favorite music

Previous employment & experience Favorite quote

Appointments

Memberships