Media Strategy
Making a Press Kit
A press kit is a collection of information provided to reporters at media events, such as press conferences. Press kits can also be sent to reporters who were invited to a media event, but did not attend.
They are an important tool, as both a way for your organisation to frame your coverage and an invaluable resource for media. However, in order for press kits to be useful, you should insure that they are timely and as concise as possible.
There are two types of press kits that are useful for freedom of expression groups:
- A generic press kit for your organisation.
- This kind of press kit provides general information about your group.
- It should include a short history, your focus and/or mission statement, members of the board, and a newsletter or annual report.
- A press kit focused on a specific issue.
- This kind of press kit should be focused on a specific issue and/or campaign that your organisation is involved in advocating for.
- It should contain some background information about your group in order to provide context and credibility, but be primarily focused on the issue.
A press kit usually takes the form of a folder that opens up to reveal two pockets.
The right pocket contains the key information. This may include:
- Your main press release (if a press kit on a specific issue)
- A one-page fact sheet on the issue/your organisation
- A hard copy of keynote statement and list of speakers, if distributed at a press conference
- Your organisation's latest newsletter or report.
- A business card, clipped to the front of the pocket
The left pocket contains background information.
- Additional fact sheets on the issue/your organisation
- A biography of the key spokesperson, possibly accompanied by a photograph
- List of supporters and board members of your organisation
- Copies of previous press releases or articles of interest showcasing the best of previous media coverage on your group or issue
Please note that it might also be useful to include a media section on your organisation’s website that includes this information as well.
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