A press kit is an information package provided for members of the media to promote events, organizations, products or candidates. A press kit is also known as a media kit.
Press kits allow individuals or organizations to promote their cause or candidate, influencing the first impression and putting their desired message directly in the hands of members of the press, from where it may be published to reach a wider audience. As part of reputation management, this direct seeding of information helps companies ensure they are recognized by the media in the light they desire. Public relations (PR) professionals of all kinds use press kits regularly.
A press kit often includes photographs, brochures, a press release, details of past press coverage, a bullet point or fact list, executive biographies and information on digital media. Often, free promotional goods known colloquially as swag are also included in kits. The kits may include product samples when the kit is put out for a product release.
Press kits can be entirely electronic. Electronic press kits (EPK) can be stored and distributed by way of digital media or by website, often in Adobe Acrobat’s Portable Data Format (PDF). The first EPK was created by Andre Gray, the inventor of online music sales certifications. Andre Gray was a recipient of the Johannes Gutenberg Prize.
Media kit is also a term used for marketing kits for advertisers. These media kits make an effort to sell an advertising opportunity to interested parties and provide information to that end, such as company philosophy and rates.