Press Kit

A 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 should be reserved for events that merit more [Page 640]extensive information than a standard news release can provide. Press kits are not used as an everyday public relations tool.

The focus of a press kit should always be 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. A growing criticism of press kits is that they include too many meaningless trinkets or outright gifts designed to influence the media. Members of the media recognize this ploy, and many outlets instruct their reporters not to accept such items. Maintaining the focus on information will enable 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 the news release about the topic of the special event. Other written pieces should be 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 should be 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 should be included.

As an example, say a small waterfront town sponsors an annual festival that regularly draws 100,000 visitors for the two-and-a-half-day event. The event includes a variety of nationally recognized music and entertainment artists, along with water events, family-oriented activities, and a large fireworks display. The event has been nationally recognized, and local media, including those from a nearby large city, always provide coverage. To facilitate continued good press and add to it, an annual media preview event is held. The press kit designed for this preview has the colorful festival logo on the cover and contains the primary news release about the festival, individual news releases about headline entertainment, a timetable of special media coverage opportunities such as the setup of the fireworks barge, a fact sheet covering festival history and records, and a reprint of the article that named the festival one of the top 100 in the nation. The media also receive advance copies of the full festival program with a timetable insert for each stage and all special events. Both the media preview event and the press kit are designed to stimulate media interest in the festival and facilitate coverage when it occurs. (This description is based on the author's experience with Harborfest in Oswego, New York.)

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