As a business or organization, you may be looking to create a media presence to promote your brand, products, or services.
Two commonly used tools in public relations are press kits and press releases. While they may seem similar, there are some key differences between them.
In this article, we will explore the differences between press kits and press releases.
Press Release
A press release is a short, concise document that is distributed to the media to announce news, such as a product launch, a new hire, or an upcoming event.
Its purpose is to generate interest in the news and to get media outlets to cover it. Press releases are often sent to journalists, bloggers, and influencers to use as a source for their own articles.
A press release typically includes a headline, a brief introduction, the main story or news, a quote from a company representative, and contact information for further inquiries.
It is written in a news-style format and is designed to provide the reader with the essential information about the news event.
A PR kit typically includes:
- Company or Event Overview: This section includes a brief description of the company or event, including its history, mission, and goals.
- Key Facts and Figures: This section provides journalists with key statistics and facts about the company or event, such as sales figures, attendance numbers, or demographics.
- Bios and Photos: This section includes biographies of key executives or individuals associated with the company or event, as well as high-quality photos.
- Press Releases: While not a requirement, a press kit may also include one or more press releases, which provide journalists with more specific information about a recent event or announcement.
Press Kit
A press kit is a collection of materials that are provided to the media to provide them with more information about a company, product, or service.
A press kit can be digital or physical and typically includes background information, photos, videos, and other relevant information.
It is designed to provide a more in-depth look at a company, product, or service and to help journalists write more comprehensive articles.
A PR box can include a press release, but it is not limited to it. Other materials that can be included in a press kit are a company overview, product specifications, executive bios, photos and videos, customer testimonials, and FAQs.
The purpose of a press kit is to provide journalists with a comprehensive look at a company, product, or service, and to help them tell a more complete story.
A press release typically includes:
- Headline: A short, attention-grabbing title that summarizes the announcement.
- Dateline: The date and location of the release.
- Lead Paragraph: The opening paragraph of the release, which provides the most important information about the announcement.
- Body Copy: Additional details about the announcement, including quotes, statistics, and background information.
- Boilerplate: A standard paragraph at the end of the release that provides background information about the company or organization.
Key Differences between a Press Kit and Press Release
The main difference between a press kit and press release is their purpose. While a press kit is designed to provide journalists with comprehensive information about a company or event, a press release is a concise announcement that is intended to generate media coverage. Other differences are:
1. Timing
Press kits are typically created in advance of a major event or product launch and provided to media outlets in advance, while press releases are generally issued after an event has occurred.
2. Length
Press kits are generally longer and more comprehensive than press releases, which are typically shorter and more to-the-point.
3. Focus
Press kits provide a broad overview of a company or event, while press releases focus on a specific announcement or development.
4. Target audience
Press kits are generally aimed at journalists and media professionals, while press releases are targeted at a wider audience, including potential customers and investors.
5. Content
Press kits can include a wide range of materials, such as fact sheets, backgrounders, and multimedia elements, while press releases generally contain text only.
6. Purpose
Press kits are designed to provide journalists with a comprehensive understanding of a company or event, while press releases are intended to generate media coverage and publicize specific news or events.
7. Distribution
Press kits are typically provided directly to media outlets or reporters, while press releases are distributed through online newswires or press release distribution services.
8. Frequency
Press kits are often created once and updated periodically, while press releases can be issued frequently, depending on the needs of the company or organization.
9. Tone
Press kits tend to have a more formal and professional tone, while press releases may be more conversational or attention-grabbing in tone.
10. Format
Press kits can be presented in a variety of formats, such as physical folders or digital files, while press releases are typically distributed as text documents or HTML web pages.
11. Goals
Press kits are often created with a long-term goal in mind, such as building relationships with journalists and media outlets, while press releases are often created with a short-term goal, such as generating media coverage for a specific event or announcement.
12. Interactivity
Press kits may include interactive elements, such as links to videos or social media accounts, while press releases typically do not.
13. Scope
Press kits may cover a wider range of topics, such as company history, mission statement, product line, and executive bios, while press releases are usually focused on a specific news item or event.
14. Design
Press kits often feature design elements, such as graphics and images, to make them visually appealing and engaging, while press releases are typically formatted with simple text and basic formatting.
15. Length of coverage
Press kits are designed to provide background information and context for ongoing media coverage, while press releases may generate a short burst of coverage around a specific news item or event.
16. Distribution channels
Press kits are often distributed in person or through mail, while press releases are typically distributed through email, online newswires, or social media.
17. Availability
Press kits are often available on a company’s website, while press releases are often only available through media outlets or online news sources.
Conclusion
Press kit and a press release are two essential tools in public relations. While they may seem similar, they have different purposes and provide different levels of information.
A press release is a short, concise document used to announce news, while a press kit is a collection of materials designed to provide a more in-depth look at a company, product, or service. Both tools are important in generating media coverage and promoting your brand.
