Editors are always looking for interesting stories. Your press release must contain enough news to capture the attention of an editor or it will wind up in the trashcan. A press kit is simply a folder of materials containing information about your company. When accompanying a press release, the information in your press kit provides more detailed information to reporters than they can get from a single press release. Simply put, a press kit tells the story of your company.
Reporters get hundreds of press releases each day.
If a press release catches the eye of a reporter who is unfamiliar with your company, having additional information available in the form of a press kit will make it easier for the reporter to work on a story idea. The two biggest reasons for press kits are to accompany a press release and for distribution at trade shows or conferences. Press kits provide the press with background on your company. A press release is generally focused on one event and, if your company is small, the additional information in a press kit is helpful so the reporter can put the press release in context. Instead of blanketing the media with your press kit, distribute the kits as a method of following up on questions when you are contacted about a story.