Concept

Press kit

Summary
A press kit, often referred to as a media kit in business environments, is a pre-packaged set of promotional materials that provide information about a person, company, organization or cause and which is distributed to members of the media for promotional use. Press kits are often distributed to announce a release or for a news conference. Traditionally, the term "press kit" referred to a set of documents, photographs (such as publicity stills) and other relevant materials packaged together, and such a kit was designed to be sent to a newspaper or magazine as part of an organisation's public relations or promotional program. Recently, as print media circulation and readership levels have been declining, marketing and PR people have begun using the broader term, "media kit", so that it now refers to any promotional material distributed to any media outlet. A PR media kit should not be confused with an advertising media kit developed by a newspaper or magazine for distribution to prospective advertisers. Advertising media kits typically consist of documents outlining the print media's editorial philosophy, detailed profiles of the medium's audience, a rate card and information about forthcoming special features. The press kit or media kit is a public relations staple, and an integral part of a company's media relations activities. Press kits are typically used for: Product launches New company launch Mergers and acquisitions News conferences Announcements of special events, industry trade shows or exhibitions Accompany a press release or media release Notify the media of any newsworthy event within a company's sphere of activities There is no universal guide to the elements that should be included in a press kit or media kit, but the following are common components: Backgrounder with historical information on the company or individual. Fact sheet listing specific features, statistics, or benefits. Biographies of key executives, individuals, artists, etc. Past press coverage Photos or other images (high resolution) of key executives, logos, products, etc.
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