A press kit, often called a media kit, is a tool used by businesses and organizations to deliver information about their company to the media. It consists of various documents and files including press releases, photos, lists of frequently asked questions, published articles, promotional videos and statements from company representatives. Businesses of all sizes prepare press kits with information they would like the media to report. Companies are often eager to distribute press kits and strive to make them conveniently accessible.
Find out whether the business you are researching has an official website. Look for a printed web address on brochures and business cards.
Review the website to see if there is a link specifically stating "media," "public relations," or "press kit." In some cases, you may need to click on a link which says "contact us" or "more information" to be directed to the press kit. If you can't find any helpful links, look for the business owner's email address or customer service contact information. Send an email introducing yourself and request a press kit.
Read all the information you are able to access online. Some companies may post entire press kits for you to download and print all at once. You can also sort through the kit and save the specific information you are looking for. Some companies only post select press releases or photos and provide a contact email address for additional information. Send an email to the appropriate contact person requesting press kit information that is not available online.
Request Via Phone
Call a business when you can not locate its website, or the website does not offer press kit materials or contact email addresses. Call during the most convenient hours for the business. For example, if you are calling a restaurant, avoid dinner time. When your call is answered, request to speak with either the business owner or the person in charge of public relations.
Introduce yourself and explain your need for a press kit. If the owner or representative says they don't have an official press kit, describe the specific information you need. They may have individual items such as press releases and photos that, when paired together, can serve as a press kit.
Arrange access to the press kit information. If you have to meet a deadline, request the kit be emailed or faxed. If the kit is too big, make arrangements to pick it up, or ask if it can be mailed.
Visit in Person
Visit the business you are researching if you can't get press releases through email, snail mail or fax. Introduce yourself and ask to speak with the owner or the head of the public relations department.
Describe the information you are looking for and list specific documents or items that will provide the required information. Explain how a press kit will help you incorporate their perspective into your story.
Skim the information offered in the press kit to be sure it meets your needs and answers your questions. Since you have the business owner or public relations representative there with you, you may request a quick interview if you have additional questions that are not addressed in the press kit.
Press kits are created for self-promotion by the business or organization distributing them. Fact check information pulled from press kits, and use additional sources to provide balance.
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