Press kit
A communication document summarising the key information about a company or event for journalists and media. It includes a press release, a company overview, key data, visuals, and contact details.
In practice
A good press kit does not try to please journalists — it makes their job easier. Information must be factual, sourced, and structured so that a headline angle can be extracted in under 30 seconds. Business journalists receive dozens of press kits a week: only those articulating a genuinely new fact, a surprising figure, or an original angle hold attention. The kit should be updated at least annually to prevent journalists from working from outdated data.