- A press kit is a packaged set of material used to provide the media with information. It is usually a summary of details about an event, company, product, person or other promotion. The press kit saves time by presenting a concise package of reference material. It is a digest of material from the business or promoter to the media. If the kit is intended to publicize a time-sensitive event such as a trade show, product release or publicity tour, the relevant dates and names in the kit speed publicity by alerting media to the critical deadlines. The kit may contain background information, fact sheets, photographs, press releases and contact information so the promotion can be fast-tracked to broadcast or publication.
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The press kit is a ready tool for distribution. The person or company who issues the press kit has a full packet of information at hand for meeting media requests. The prepared press kit saves the time of individually gathering information to answer each request. This kit not only answers a request, it provides related information to answer other anticipated questions. An effective press kit condenses a broad range of information into simple handouts. It focuses on one company, promotion or event in detail. The background work for the press kit may take weeks or months but that time is now compressed into one summary. It may provide professional photographs of people or places that are not easily accessible for publicity photography. A press kit can contain a CD with an electronic library of information otherwise available only with extensive traveling and research. It may contain samples, event tickets or other instant attention-getting items without further effort by the business or promoter.
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A press kit provides a focused reference for a reporter or editor. It provides the information necessary to write an article or publicize an event without extensive research or expertise. An effective press kit has media-ready images or photographs. This saves the editor time in sending out a photographer or requesting images for publication. A press kit promoting a person such as an author usually contains a fact sheet giving the media reasons why this person is famous or noteworthy. Press releases or tearsheets of previous publicity give an editor or reporter a snapshot of the promotion. Sample interview questions save time by alerting the media to questions the celebrity or company can answer quickly for deadline. The press kit has contact information for further questions by the media. It provides the background, timeliness and visuals needed for fast and easy media promotion.
