Пресс-кит: Руководство по созданию и распространению

Set of promotional materials given to the media

A press kit, often referred to as a media kit in business environments, is a pre packaged set of promotional materials that provide information about a person, company, organization or cause and which is distributed to members of the media for promotional use. Press kits are often distributed to announce a release or for a news conference.

Traditionally, the term "press kit" referred to a set of documents, photographs (such as publicity stills) and other relevant materials packaged together, and such a kit was designed to be sent to a newspaper or magazine as part of an organisation's public relations or promotional program. Recently, as print media circulation and readership levels have been declining, marketing and PR people have begun using the broader term, "media kit", so that it now refers to any promotional material distributed to any media outlet. A PR media kit should not be confused with an advertising media kit developed by a newspaper or magazine for distribution to prospective advertisers. Advertising media kits typically consist of documents outlining the print media's editorial philosophy, detailed profiles of the medium's audience, a rate card and information about forthcoming special features.

An electronic press kit (EPK) is a press kit in electronic form. An EPK usually takes the form of a website or e mail, though they can also be on CD or DVD. The press kit for the film Sneakers was accompanied by a floppy disk containing a custom program explaining the movie and was one of the first electronic press kits by a film studio. The first known EPK, as we know it today, premiered live on the web on January 8, 1995, and was invented and given the exact name electronic press kit or EPK by Andre Gray, the inventor of online music sales certifications and winner of The Johannes Gutenberg Inventor Prize. Gray's EPK featured a bio, audio clips, videos, photos, press, set list, basic technical requirements, and a calendar and featured R&B singer and songwriter Aaron Hall as the first artist ever to have an EPK created on their behalf.

Many companies make their electronic press kits available via the corporate website, where kits are typically offered in PDF format. An electronic press kit can be provided via a wide range of digital media and download options.