What All Does a Press Kit Include?

Press kits organize promotional information for ready distribution.
Press kits organize promotional information for ready distribution. (Image: Justin Sullivan/Getty Images News/Getty Images)

Press kits allow a person, company or musical group to announce a new product or location launch. A complete press kit provides members of the media all the information necessary to write an article about the person or company. Musical groups also use press kits as portfolios to entice booking agents into scheduling a performance with the artist. Assembling a press kit can help you increase your company’s visibility.


The backgrounder provides media writers with historical information about the organization making the announcement. Typically, a backgrounder includes the history, mission and vision of the organization. Provide biographical blurbs and head shots of major executives and public faces within the company. Also include any statistical fact sheets.


Publicity photos are an essential part of a press kit. Press kits should include photos that pertain to the announcement being made to help news editors develop stories on the release. Include photos of newly released products when available or stock photographs of past company events. The photos should in some way advertise the company or product.

Press Coverage

Examples of former press coverage help remind reporters of former events, accomplishments and releases. Companies announcing an initial launch may choose to include press coverage from former projects of key members. Selecting the press items to include ensures a positive history from which the media reports.

Press Release

Perhaps the most important part of a press kit is the press release. A press release formally announces the upcoming event or launch. Typically, press releases fit on one page and are written in journalistic format. Include the contact information for a media liaison, usually the same person who authored the press release.

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