Reporters have a 24/7 news cycle to fill. Without press releases from companies, reporters can't possibly find enough content for all those stories. But nothing is more frustrating to a reporter on deadline than not being able to get vital information right away. That’s where a press kit comes in.

Press kits (media kits) are a PR staple. Jam-packed with useful information, they help reporters write complete and accurate stories by providing factual company information. Although press kits are often event—or announcement—driven, a good press kit contains information—like bios, company history and key product/location information—that remains valid for a long time.

Why are press kits missing from so many companies' web sites? Omitting a press kit is an expensive oversight. You might miss out on great news coverage—or worse, you could get an inaccurate story publicized to the world.

Good press kits can avoid misinformation, spark new coverage, save staff time, reduce costs and build positive media relations. Join veteran PR expert Gail Z. Martin of DreamSpinner Communications to discover how to put the power of a press kit to work for your organization.