Press Kit

The traditional press kit is a package of information put together for a special event, such as a press conference, new product launch, or media preview event. Its use is reserved for events that merit more extensive information than a standard news release provides. While traditional press kits are not used as an everyday public relations tool, their online counterparts are a common component of the information that organizations provide on their websites.

The focus of a press kit is always information. The media should find the kit to be a helpful resource when reporting on the event. Materials that do not further this purpose should not be included in the kit. Maintaining the focus on information enables a public relations practitioner to provide the media with helpful material and avoid the appearance of impropriety (and clutter).

The anchor piece in a press kit is a news release about the topic of the special event. Other written pieces are included, as appropriate, in support of the news release. These can include additional news releases, fact sheets, backgrounders, biographies, photos with cutlines, and article reprints. Product samples are included when they are the focus of the event, but not in excessive amounts.

Press kits are typically packaged in a two-pocket folder. The folder itself is usually specially printed for the event. This additional expense is another reason press kits are not used on a daily basis. The folder should look professional and carry through with the theme of the event, if one exists, or the branding of the organization. Inside, a business card insert cutout is fairly standard on one of the pockets. When the folder is lying open, the main news release should be the top item in the right pocket (where the eyes naturally go first), with a table of contents on top in the left pocket. Although not always included, a table of contents can be quite helpful, especially in a large press kit. It should list, in order, what is contained in each pocket. Again, the purpose is to assist the media in covering the story, and anything that furthers that purpose is included.

Press kits are provided to members of the media at the event for which they are designed. Those who can't attend the event are sent a press kit immediately after the event concludes. Another option, and one that has grown in popularity, is to provide electronic press kits online through an organization's website. Many organizations have a button on their homepage that is a direct link to their online newsroom. A pdf of a large document is made available, as well as videos and all standard written tools and photos. A distinct advantage here is that large amounts of information are accessible at any time in a format easily used by the media. This aspect is essential in the world of the 24-hour news cycle. Finally, with the increasing use of corporate websites by individuals to gather information, particularly in the area of investor relations, having these specialized groupings of information available to anyone who cares to look for them provides a nonmediated method of reaching important publics.

...