What the Hell is a Press Kit?

Unlike advertising, which is promotional space that you pay for, public relations (PR) means getting journalists to write stories about you. Such stories have the dual advantage of not costing you money (not directly, anyway), and often carrying more credibility with potential customers than an outright advertisement would.

The major tool for generating PR is a press kit. Classically, this is a pocket folder that contains individual inserts (typically letter-sized sheets of paper) about you. The most common kinds of inserts are your biography, summary of your business, FAQ (Frequently Asked Questions, with answers), a professionally made (printable) photo of you, and reprints of articles other journalists have written about you or your business. The overall idea is that, by sending your press kit to journalists, you make it easier (and therefore more likely) for them to write about you. It's easier for them because you've provided them with pre-digested background information -- perhaps even enough so they could write about you without bothering to interview you. Of course, although press kits are theoretically targeted at "the press," they can also be sent directly to potential clients and others.