Home
>
Public Relations
>
HELP: I Need a Press Kit!

HELP: I Need a Press Kit!

A press kit is an essential press relations tool. While it can be used to support a special event or promotional activity, it is most helpful in strategically positioning an organization or product. On a website, the "press room" is the on-line equivalent of the traditional press kit.

More expansive and educational than a press release, a press kit/room includes a variety of supporting materials from fact sheets to photographs. Their purpose is to provide a media contact with a plentiful source of current and archived information from which stories can be created.

Traditional press kits are usually presented in a custom binder or portfolio with the name, address, phone number and logo of the organization on the cover. On-line press rooms often contains links to pages which may also be reached from other areas of the site. Depending on the industry, most companies use a combination of the two to meet the needs of the press.

It's important to regularly update press kits.

A press kit can include any or all of the following items:

? "Press releases" are the most common press communication tool. In a press kit, only current releases should be included. On-line you have the luxury of providing a press release archive to assist reporters in developing stories.

? "Backgrounders" may take several different forms and will typically support your position, mission, goals, history and/or track record. Research or article abstracts and fact sheets are two common backgrounder styles.

? A "Fact sheet" provides an "at a glance" bulleted overview of the organization. It is a bullet list of the organization's activity, key employees, services or products, etc.

? A "Calendar of Events" is self-explanatory.

? "Bio's" of significant leaders or key players within the organization or, if it's an event, the celebrity attraction.

? A "Reviewer's Guide" is important, especially if you are going to have your product included in a round-up with competitive products. It can cover your products strengths and weaknesses against the competition's in a factual manner. Or it can just cover your company's technical points.

? Photos can accurately present the impact of your programs and services. Make them interesting, pertinent, and personal. Avoid boring "check passing" events. In a traditional press kit, black and whites can be used in a 3 by 5 or 5 by 7 inch format. Color photos are best provided in a transparency or slide format. For website use, photos should be made available in quickly downloadable compressed .gif, .tiff or .jpeg files.

? Position statements are helpful, particularly if your organization has a political direction.

? A "Quote Sheet" provides five or six significant quotes that are approved for media use. It allows the reporter to flesh out a story without having to interview a lot of people.

? "Brochures and newsletters" provide a reporter with "another look" at your organization. It is typical to include one or more issues of your corporate newsletter in a press kit.

? It is useful to include samples of previously published articles ("clips") organization or programs to provide credibility and demonstrate the news-worthiness of your organization's activities. With an on-line press room, you can provide links to the media's own press page or provide a copy of the article on your own site. If you chose to do the latter, you MUST receive permission to reprint the article.

? Media should always be provided with an easy means with which to contact you. Make sure to include a phone number where they can contact you after business hours.

? Annual reports provide valuable background information.

Remember, the purpose of a press kit is to let the outside world into the inner workings of your organization. Paint a picture. Tell your story. And do it all with your audience's listening in mind. Speak to their listening. Do they want to see your experience? Are they more interested in finding out your credentials? Or how well known you are in your community? When you are clear on what your audience wants to see from you, you can mix and match the above ingredients for maximum media coverage.

Monikah Ogando is President & CEO of Ogando Associates, Inc., a business consulting and coaching firm that works with start up and expanding businesses to implement action driven and results oriented strategies for profitability and a rewarding company culture. You can reach Monikah by email, monikah@ogandoassociates.com.

custom home cleaning Wilmette ..

In The News:

Unlike robotaxi competitors, Tensor focuses on consumer-owned self-driving cars that adapt to highways and urban roads with full redundancy systems for safety.

Medicare scams cost $54 billion in 2024 as fraudsters target beneficiaries with fake calls demanding payments and personal information to steal benefits.

Scammers create fake Evite invitations that mimic legitimate event emails, requiring users to verify senders and use antivirus software for protection.

The new Apple Watch hypertension feature passively monitors blood pressure patterns over 30 days using sensors to detect chronic high blood pressure signs.

Chrome extension spyware disguised as a free VPN service highlights security risks after it captured private browsing data from trusted sites.

New research shows how fatty acids in cooking oil can safely dissolve and recover silver from circuit boards without harmful chemicals or environmental damage.

The Fox News AI newsletter gives you information on the latest AI technology advancements, and about the challenges and opportunities AI presents now and for the future.

Anthropic investigates alarming AI abuse case where hacker automated entire cybercrime campaign using Claude, stealing sensitive data from defense and healthcare firms.

TikTok, Meta and YouTube restrict Charlie Kirk shooting videos with age gates and warnings while X faces criticism for allowing continued circulation.

Cybercriminals use fake troubleshooting websites to trick Mac users into running terminal commands that install Shamos malware through ClickFix tactics.

San Francisco startup Fable launches Showrunner, an AI platform dubbed the 'Netflix of AI' that generates animated episodes from text descriptions with Amazon support.

Apple raised iPhone prices for some models despite receiving tariff relief from President Donald Trump, with the new lineup starting at $799 for the base model.

A two-story 3D concrete printed home in Western Australia demonstrates faster construction methods that could reshape American housing amid rising costs.

Credit scores remain important during retirement for insurance rates and housing applications, while seniors become prime targets for identity theft and financial scams.

Scammers now send unexpected packages with QR codes that redirect victims to fraudulent websites or download malicious software to steal sensitive information.

Meeting AI tools record private conversations alongside work discussions, creating privacy risks that can be managed with proper settings and awareness.

Hotel privacy concerns are valid but rare, with methods to detect hidden tech using smartphone flashlights, mirror tests and scanning apps.

Improve your Wi-Fi speed and reliability with 10 simple router optimization tips that don't require special apps or expensive subscriptions.

A Columbia University breach exposed names, Social Security numbers and academic records of nearly 869,000 people, with notifications beginning in August.

Rental car drivers use AI-powered apps like Proofr to protect themselves from unfair damage fees as major companies deploy automated inspection tools.

Fox News' AI newsletter brings you the latest on technology advancements around artificial intelligence.

OnTrac data breach between April 13-15, 2025, exposed personal information of over 40,000 people including Social Security numbers and medical records.

A woman named Wika announces her engagement to an AI chatbot sparking worldwide debate about virtual relationships and technology.

The notorious people search site National Public Data relaunches despite a previous breach affecting 3 billion individuals, raising fresh privacy concerns.

Revolutionary TRAUMAGEL gel controls life-threatening bleeding from gunshot wounds and traumatic injuries, helping first responders prevent prehospital deaths.

HELP: I Need a Press Kit!

Public Relations