I value the feedback I’m getting from readers of my book, Smart Talk: Public Relations Essentials All Pros Should Know. If you know me, I want to share everything I can about a topic. Sometimes all at once! In that spirit, some of the fan favorites from each chapter will be shared in this Sneak Peek blog series. Read on for a gem from each chapter.

In Chapter 8, “Building Your PR Toolkit,” I explain the contents of a great PR toolkit, including the press kit. What’s that? The press kit, or a media kit, is vital for each and every company and contains written materials with essential facts for journalist usage. Read this excerpt with information on press kit contents below. For more details, order your own copy on Amazon or purchase an autographed copy here. 

Also known as a media kit, a press kit contains written materials journalists use to quickly gather data. Even the smallest of organizations should have media-friendly materials. For instance, when I started a job at a nonprofit, one of the first things I did was audit the marketing materials they had on hand. What I saw was a lot of flyers. Flyers are great for marketing but don’t often include essential facts journalists need. By then, I had some PR agency experience and knew the value of a good press kit. I set about creating one right away. Today, I audit each client during onboarding to see what press kit they do (or don’t) have. Creating or updating an organization’s press kit is a sound starting point for your PR efforts. 

A full press kit includes:

• Fact sheet(s): A one-page document that overviews the organization or topic.

• Top leader(s) or spokesperson(s) bio: A short and long version is helpful.

• Top leader(s) or spokesperson(s) headshot: Must be high resolution and flattering. 

• Boilerplate: One paragraph that gives an overview of the organization and where to learn more about it. 

• Backgrounder: Two or more pages of facts and information on an organization or topic. 

• Press/news/media release: A narrative way to summarize an announcement or happening. They are written in past tense if a release is shared after a media alert has been distributed about a special event. They are written in present tense if the release is a stand-alone announcement. 

• Media alert/media advisory/request for coverage: An invitation to the media to cover a special event or press event.

• Talking points: Short, complete points to cover during an interview.

• Cloud storage folder of visual assets: Photos, logos (JPG or PNG format), and video B-roll footage that journalists can use. 

The elements of a press kit are tools that should be handed out as such—the right tool for the right job. Keep them updated, and make sure the organization preapproves them. Have them ready to go at a moment’s notice. I keep press kit documents in a cloud folder so I can send them to my phone as needed. 

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For more guidance, other PR pro’s opinions, important real-world key terms and hard-learned lessons, get your copy of  Smart Talk: Public Relations Essentials All Pros Should Know. Audiobook now available!