A press kit is a collection of documents and materials which provide an overview of a company, organization, individual, or special event, and is utilized to provide information to the press and media. The press kit is designed to provide relevant information about the subject quickly and efficiently and is often used to announce the launch of a new product, to announce a special event, or to showcase an individual or company publicly.
A press kit usually contains two main components: a written document and press-ready photographs or images. The written document can take the form of a press release, which is a succinct and well-crafted patchwork of text designed to provide a variety of relevant information. The second component, a set of visuals, is often used to further illustrate the message in the press release and to moreover offer instant visual communication.
Press releases are often used to describe the most important facts regarding the activity of the individual or company. In a press release, the introductory paragraph is the most important part and should succinctly summarize the most pertinent facts and figures regarding the activity, individual, or organization.
Following the introductory paragraph, it is important to include background contact information, mission statements, and a brief narrative of the individual’s or company’s impact on their industry. The following paragraphs should then cover the details of the targeted project, product, service, or individual. It is also important to give any useful contact information or URLs of any websites associated with the product, service, or individual, as well as a look at potential related media assets.
The format of a press release as well as the use of language is also important to consider. It is imperative to ensure that the language used is direct yet comprehensive, if the content should be successful in capturing the attention of the press and media. Moreover, the style of the writing should be free of spin and hyperbole, providing an honest overview of the product or service.
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In addition to the press release, photographs, production stills, product images, and conceptual artwork can be included in a press kit. Of course the media assets included in a press kit should relate to the project or individual that is being highlighted. In the digital age, streamlined versions of the press kit can be created and sent via email, allowing the recipient to link to a dropbox folder or website containing the materials.
Press kits are not limited to products and services. Individual artists, politicians, and celebrities are often the subject of press kits as well. Often times, the materials in the press kit are used to create positive press releases that extend into the media, helping to promote the individual.
Lastly, the distribution of the press kit is important. It should be sent to established and reliable members of the press, magazine writers and influential bloggers. In this regard, it is important to ensure the content of the press kit is tailored to the recipient, as it will help to ensure the content is read and appreciated, which in turn helps to increase the chances of positive media mention.
No matter what the purpose of the press kit is, it is important to ensure everything included is of the highest quality. As they say, “you never get a second chance at a first impression,” and that’s why it is important to consider the contents of the press kit not only for relevance, but for clarity and quality as well. After all, press kits are designed to provide an honest and direct overview in order to capture the attention of the press and media.