Breaking Down the “Press Kit”

A press kit is one of the most basic tools used in public relations to pro-actively provide background information to journalists.  With positions consistently being cut in newsrooms presenting information via the use of a press kit assists journalists to get the “big picture” in one nice package.  Although press kits differ based on the service, product and/ or event being presented a press kit generally includes the following components, a:

• Fact Sheet
• Feature Release
• Key Leadership Backgrounder
• Story Ideas

Press kits may also include maps, sponsor lists, music demos, product samples, and other items that support the item your trying to get across.

Recently, we put together a press kit on behalf of Geppetto’s toy stores that included the aforementioned items and several inexpensive toys that corresponded the company’s fourth quarter messages. For example, we had a balsa wood air glider that had a note attached saying “Helping our communities soar with charitable donations year-round” and Silly Putty with a note saying “Keeping the silly in San Diego for over 17 years.” We included five fun inexpensive toys that all conveyed key messaging.

Press kits allow you to creatively package and deliver information. In addition, to being a great media relations tool press kits can be used for investor relations, to make sales, and provide the community information on your company.

We work with clients to create memorable standalone press kits that grab attention. Have questions on how you can use a press kit? Leave us a comment and we’ll help you out.