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Press Packets

Press Kit Materials may include:

Media Advisory

If you do not plan to write the Press Release after the event, you may want to include the advisory in your press kit. This serves as a reminder to the reporter who may hold on to the kit for future use. More ...

Press Release

You may choose to write a press release before the event takes place. This should be written as something that an objective reporter could use in its entirety as a news story. Few will, of course, but looking through that lens helps you pare the story down to its essentials. You are responsible for anything you say in the release. Some outlets will use the release verbatim so confirm all facts, figures, quotes and spellings. Small, weekly papers are most likely to run a release verbatim. More...

Supporting or Background Materials

Complex issues often require more substantiation than can be included in a press release. It is often useful to provide the media with additional briefing materials, fact sheets, statistics, or report summaries. Use headlines that reflect your main themes and organize all data under those heads. Charts and graphs are often useful ways to summarize information; state key findings in declarative, bold-faced sentences.

Avoid overload. Focus on being concise and credible. Always indicate the source. You will increase your chances of coverage if you highlight local or state information or the impact of national data on a specific community, state or region. When sending to more than one state, you may want to tailor individual press kits to those areas.

Press Statement

A statement from the press conference speakers or from noted individuals if the event is less structured - a noted scientist, or economist, for example. These should be very brief and focused on the key messages. Speakers may deliver expanded remarks at the actual event, but don't force the reporter to sift through the introductions, warm-up, etc. to find the salient quote.

Speaker Biographies

You should include a paragraph-long bio for each speaker, including their name, affiliation, and all contact information. This will help reporters when citing quotes, or setting up interviews. Do not force reporters to call you in order to contact the source unless your experts require prepping or want to screen each interviewer.

Background Statement

A background statement on your organization or coalition should be no more than one page long and include:

  • Name of organization
  • Contact info for organization and speakers
  • Main purpose of organization
  • Recent work that your group has accomplished: a list of issues, for example.
More on background materials... (Link to background materials)


If relevant - and if you have the budget - include one or two visual elements the media can use to illustrate the story. Photographs on photo-ready discs or other artwork will help draw readers to the story, if it runs. In addition to photo-ready discs, you could provide black & white photos, pre-screened line art, reproducible charts, or graphs. Most newspapers prefer to take their own photos, so if you have a limited budget, don't devote resources to this option.

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