A press kit is a handy reference about your agency for your contacts in print and broadcast media. It should contain basic information about your mission and your organization. Less is more when putting together a press kit.
Typical contents might include:
The name, phone numbers, and e-mail of the person in your organization charged with talking to the media. That person should always be a reporter's first contact with your agency. This contact can send inquiries to other staff members if she or he feels it's appropriate.
Your media contact's business card. Adding a Rolodex card with her contact information is a nice extra touch.
Your web address
Your mission statement and current organizational goals
Pertinent animal welfare facts: Documented statistics that reporters can use when talking about the issues you address
Brief history of your organization
Keep the content brief, and use bold headings to help reporters quickly find what they need. All of the materials should be designed to look professional with and pulled together in a simple pocket folder.
Remember to update the information - especially contact information - when necessary. Nothing frustrates a reporter more than calling a contact and finding out that the person has left or the number has been changed.
Tip: You may want to consider posting your press kit on your website in addition to distributing hard copy.