Introduction

Navigating the Canadian media landscape presents a unique set of challenges and opportunities. Unlike more homogeneous markets, Canada is a diverse mosaic of regional identities, official bilingualism, and concentrated media ownership under giants like Bell Media, Rogers, Corus, and Quebecor. For any story to gain national traction, it must be crafted with precision and cultural awareness. This is where mastery of Canadian press release media kit writing becomes not just a skill, but a strategic imperative. Simply regarding applying a US-centric PR model will often lead to disappointing results, as Canadian journalists have distinct expectations style, relevance, and sourcing. A successful press release is more than an announcement; it’s a carefully constructed pitch that respects the journalist’s time and provides immediate, verifiable value to their audience.

This guide provides a systematic methodology for creating communications assets that consistently secure coverage. We will break down the entire lifecycle, from initial strategy and message development to distribution and performance analysis. Success will be measured through a suite of key performance indicators (KPIs), including media pickup rate, quality of placements (Tier 1 vs. Tier 2 outlets), sentiment analysis, website referral traffic, and ultimately, the campaign’s return on investment (ROI). By adhering to these principles, organizations can cut through the noise and build credible, lasting relationships with the Canadian media.

Vision, values ​​and proposal

Focus on results and measurement

Our vision is to demystify the process of earning media in Canada by transforming it from an art of chance into a science of strategy. We operate on the 80/20 principle, focusing 80% of our effort on the 20% of activities that drive the most significant results: meticulous research of journalists, hyper-personalization of pitches, and the creation of truly newsworthy content. Our core values ​​are precision, transparency, and partnership. We adhere strictly to the Canadian Press (CP) Stylebook for all written materials, ensuring professionalism and immediate usability for journalists. Our proposals are not based on vague promises of “exposure” but on concrete, measurable outcomes. We believe the best PR is a collaborative process, working hand-in-hand with clients to unearth compelling stories and frame them for maximum impact.

• Precision Value: Every communication is fact-checked, grammatically perfect, and formatted to CP Style standards. All claims are substantiated with data.
• Quality Criterion: A press release is only considered “complete” when it includes a compelling headline, a clear newsworthy angle in the first paragraph, supporting quotes, a boilerplate, and high-resolution multimedia assets.
• Distribution Decision Matrix: We prioritize targets using a matrix that weighs outlet reach, audience relevance, and the journalist’s specific beat. A pitch to a national BNN Bloomberg journalist will be fundamentally different from one to a lifestyle blogger in Halifax.
• Performance Transparency: Clients receive detailed post-campaign reports including pickup rates, direct links to coverage, estimated audience reach, and sentiment analysis, providing a clear ROI.

Services, profiles and performance

Portfolio and professional profiles

We offer an integrated suite of services designed to manage the entire public relations lifecycle, centered around expert canadian press release media kit writing. Our team consists of seasoned professionals with distinct roles. PR Strategists conduct initial research and develop the campaign’s core messaging and target audience. Content Writers, who are experts in CP Style, draft the press releases, backgrounders, and other written materials. Media Relations Specialists manage journalist lists, conduct personalized outreach, and handle all media inquiries. Finally, our Analysts track and measure campaign performance, providing actionable insights for future initiatives.

Operational process

1. Discovery & Strategy (Week 1): Collaborative session to define objectives, identify the newsworthy angle, and establish KPIs. (KPI: Strategy document approved with a Net Promoter Score (NPS) > 8).
2. Content Creation (Week 1-2): Drafting of the press release and creation of all media kit assets (bios, fact sheets, images, etc.). (KPI: First draft delivered within 5 business days; client revisions completed with <2 rounds).
3. Media List Building & Vetting (Week 2): Curation of a targeted media list, segmenting journalists by beat, region, and outlet tier. (KPI: List of 50-200 highly relevant contacts finalized).
4. Distribution & Pitching (Week 3): Strategic distribution via wire service (if applicable) combined with personalized email pitches to top-tier journalists. (KPI: Pitch open rate > 40%; response rate > 10%).
5. Follow-up & Media Relations (Week 3-4): Professional and timely follow-up with journalists and coordination of interview requests. (KPI: All media inquiries responded to within 1 hour).
6. Monitoring & Reporting (Week 4-5): Comprehensive monitoring of all media channels and delivery of a final performance report. (KPI: Report delivered within 7 business days of campaign conclusion).

Tables and examples

Representation, campaigns and/or production

Professional development and management

Effective campaign management goes beyond writing. It involves meticulous planning, coordination, and execution. We develop a comprehensive campaign calendar that outlines every milestone, from content approval to distribution and follow-up. This includes coordinating with internal stakeholders (e.g., marketing, legal, executive teams) to ensure messaging alignment and timely approvals. For campaigns involving product launches or events, we manage all media logistics, including scheduling interviews, coordinating media attendance, and preparing spokespeople with key messages and potential Q&As. Our proactive approach to supplier and vendor coordination, such as photographers, videographers, and wire distribution services, ensures all assets are high-quality and delivered on schedule.

• Documentation Checklist: Final press release (EN/FR), approved media list, spokesperson briefing document, media kit assets, distribution schedule.
• Contingency Planning: Prepare reactive statements for potential negative questions. Identify backup spokespeople. Have a “plan B” distribution time if major breaking news dominates the cycle.
• Stock & Alternatives: For product-focused campaigns, ensure B-roll footage and a library of high-resolution product shots (lifestyle and isolated) are readily available in the media kit.
• Logistical Coordination: Pre-booking of satellite time for broadcast interviews, quiet rooms for phone interviews, and clear instructions for media attending events.
• Bilingual Execution: For national campaigns, ensure all materials and communications are available simultaneously in both English and French, with a dedicated French-speaking media contact for Quebec media. This is a non-negotiable for success in Canada.

Content and/or media that converts

Messages, formats and conversions

Content that converts—whether the conversion goal is a media placement, a website click, or a change in public perception—is built on a foundation of relevance and value. The “hook” is everything. For a Canadian journalist, this means a clear local or national angle. Why does this story matter to their audience in Calgary, Montreal, or St. John’s? We craft headlines and lead paragraphs that answer this question immediately. We employ A/B testing on email pitch subject lines to optimize open rates, for example, testing a data-driven subject line vs. a human-interest one. Every press release includes a clear call-to-action (CTA), though it’s often subtle—directing journalists to the digital media kit for more assets, or suggesting a specific interview topic with an available expert. This focus on crafting compelling narratives is central to our Canadian press release media kit writing philosophy.

1. Message Mining (Day 1-2): Workshop with the client to extract the most newsworthy elements. Responsible: PR Strategist.
2. Angle Development (Day 3): Frame the core message into 2-3 potential news angles tailored for different media segments (e.g., business, tech, consumer). Responsible: PR Strategist.
3. Drafting – Release & Kit Content (Day 4-7): Write the press release following CP Style. Develop backgrounders, fact sheets, and executive bios. Responsible: Content Writer.
4. Multimedia Asset Production (Day 4-10): Coordinate photography and/or videography. Collect logos and other brand assets. Responsible: Project Manager.
5. Internal Review & Approval (Day 8-11): Client reviews all content for accuracy and messaging. Revisions are implemented. Responsible: PR Strategist.
6. Translation & Localization (Day 11-12): If applicable, all materials are professionally translated and localized for the Quebec market. Responsible: Translation Partner.
7. Final Assembly (Day 13): All approved assets are compiled into a digital media kit, typically a dedicated, easy-to-navigate page on the client’s website or a cloud folder. Responsible: Content Writer.

Training and employability

Demand-oriented catalogue

To empower in-house teams, we offer specialized training modules focused on the practical skills needed for success in the Canadian market. These courses are designed to improve employability for communications professionals and enhance the capabilities of corporate marketing departments.

• Module 1: The Canadian Media Landscape 101: Understanding media ownership, key players, regional differences, and the role of public broadcasting (CBC/Radio-Canada).
• Module 2: Advanced Canadian Press (CP) Style Writing: A hands-on workshop covering the nuances of CP style, from datelines and numbers to titles and attribution.
• Module 3: Crafting the Perfect Pitch for Canadian Journalists: Techniques for researching reporters, personalizing emails, and building long-term media relationships.
• Module 4: Building a High-Impact Digital Media Kit: A technical guide to creating a comprehensive, easy-to-use media kit that journalists will love. This is a core component of our canadian press release media kit writing training.
• Module 5: Navigating Quebec: PR in a Francophone Market: Cultural and linguistic best practices for engaging with media in Quebec, beyond simple translation.
• Module 6: PR Measurement & Analytics: How to use tools to track media mentions, analyze sentiment, and report on the ROI of PR activities.

Methodology

Our training methodology is hands-on and results-oriented. Each module includes theoretical components, practical exercises, and real-world case studies. Participants are evaluated using a clear rubric that assesses their ability to apply the learned concepts. For instance, in the CP Style module, participants must edit a poorly written press release to meet professional standards. The program culminates in a final project where participants develop a full PR campaign plan for a fictional company, which is then evaluated by our senior strategists. We also offer connections to our network of partners and a “job board” for high-achieving graduates, directly linking training to employability.

Operational processes and quality standards

From request to execution

1. Initial Request & Diagnosis: We receive a client request and conduct a 60-minute diagnostic call to understand their goals, story, and target audience. The deliverable is a summary of needs and initial thoughts.
2. Strategic Proposal: We develop a detailed proposal outlining the campaign strategy, scope of work, timeline, budget, and specific KPIs. The criterion for acceptance is a signed agreement.
3. Onboarding & Kick-off: A formal kick-off meeting is held to align all stakeholders, establish communication protocols, and begin the discovery phase. The deliverable is a detailed project plan.
4. Pre-production (Content Creation): This phase involves all content writing, multimedia production, and media list building as detailed in the “Content” section. The criterion for acceptance is client approval on all assets.
5. Execution (Distribution & Outreach): The campaign is launched. The press release is distributed, and personalized pitching begins. The deliverable is a launch confirmation report.
6. Monitoring & Engagement: We actively monitor for media pickups and manage all incoming media requests, facilitating interviews and providing additional information.
7. Post-Campaign Analysis & Reporting: We compile all results into a comprehensive report, analyzing performance against the initial KPIs and providing strategic recommendations for the future. The criterion for acceptance is client sign-off on the final report.

Quality control

• Peer Review: Every press release is reviewed by at least one other senior writer before being sent to the client, checking for clarity, grammar, and adherence to CP Style. (SLA: 24-hour turnaround for internal review).
• Client Approval Checkpoints: Formal sign-off is required from the client at three key stages: Strategy, Content, and Media List.
• Escalation Path: The PR Strategist is the main point of contact. Issues that cannot be resolved are escalated to the Director of Communications within 4 hours.
• Acceptance Indicators: A campaign is considered successful if it meets at least 80% of its primary KPIs (e.g., number of Tier-1 pickups). A Net Promoter Score survey is sent to the customer post-campaign to gauge satisfaction.

Cases and application scenarios

Case 1: Fintech Startup “PayMaple” Toronto Launch

Challenge: PayMaple, a new app for personal finance management, needed to launch in the competitive Toronto fintech scene. Their goals were to secure initial user sign-ups, attract investor attention, and establish credibility. The budget was limited ($15,000 CAD), and the timeline was six weeks.

Strategy: We bypassed a broad consumer approach and focused on a targeted B2B and financial media strategy. The core narrative was not just about the app’s features, but about a new survey we commissioned on the “State of Millennial Savings in the GTA.” This created a unique, data-driven news hook. The Canadian press release media kit writing focused on this data. The press release headline was “New Study: 70% of Toronto Millennials Have Less Than $5,000 in Savings, New App Aims to Change That.” The media kit included an infographic of the survey data, the full report, high-res app screenshots, and a bio of the ex-Bay Street founder.

Execution: We built a hyper-targeted list of 40 journalists and influencers in Canadian finance and technology. Key targets included BNN Bloomberg, The Globe and Mail’s Report on Business, the Financial Post, and tech publications like BetaKit and Techvibes. Personalized pitches were sent two days under embargo before the launch, offering the founder for exclusive interviews to discuss the survey findings. We used a Canadian wire service for broader distribution on launch day.

Results:

• KPIs Achieved: Secured 12 media pickups, including a feature article on BNN Bloomberg’s website, a mention in the Financial Post, and a full story on BetaKit. This exceeded the goal of 5 Tier-1 placements.
• ROI: The campaign generated over 3,000 user sign-ups in the first week, with 45% attributed to referral traffic from media articles (tracked via UTM codes). The company received three inbound inquiries from venture capital firms within a month. The estimated media value was over $100,000 CAD, a 6.7x return on the initial investment.

Case 2: Non-Profit “Canadian Parks Alliance” National Campaign

Challenge: The Canadian Parks Alliance (CPA) was launching “Project Evergreen,” a national initiative to plant one million trees. They needed to raise public awareness, drive donations, and recruit volunteers across all provinces. The key challenge was making a national story feel locally relevant and engaging both English and French-speaking Canadians.

Strategy: We developed a “hub and spoke” model. A national press release announced the one-million-tree goal, but we also created 10 provincially-focused versions. Each provincial release highlighted the specific number of trees to be planted locally, featured a quote from a regional CPA spokesperson, and detailed local volunteer opportunities. All materials were professionally translated and adapted for Quebec media by a Montreal-based partner, ensuring cultural nuances were respected.

Execution: The bilingual national release was sent via a national wire service. The localized provincial releases were pitched directly to regional news desks at CBC, CTV, Global, and major provincial newspapers. The media kit was a critical tool, containing B-roll footage of tree planting, photos of local parks, regional data sheets, and contact information for both national and provincial spokespeople. This made it incredibly easy for a local station in Saskatoon or Halifax to cover the story from a local angle.

Results:

• KPIs Achieved: The campaign was a resounding success, generating over 150 media mentions nationwide. It received coverage on CBC’s The National, CTV National News, and Radio-Canada’s Le Téléjournal. Critically, it was also picked up by dozens of local TV stations, radio shows, and newspapers.
• Impact: Online donations increased by 40% in the month following the launch, raising over $250,000 CAD. The volunteer sign-up portal received over 5,000 new registrations. The campaign’s success was directly attributed to the localized, bilingual strategy that made the story accessible and relevant to communities across the country.

Case 3: Consumer Brand “Mountain Roast Coffee” Western Canada Launch

Challenge: Mountain Roast, a BC-based artisanal coffee roaster, was expanding its distribution into retail stores across Alberta, Saskatchewan, and Manitoba. They needed to generate consumer buzz and drive retail foot traffic to partner stores like Safeway and Co-op. Their brand story was strong (sustainably sourced, roasted in the Rockies), but they had zero brand recognition outside of BC.

Strategy: We focused on a lifestyle and morning show media strategy. The narrative was tailored to the “local support” and “craft quality” trends popular in Western Canada. The press release was titled “BC’s Favorite Mountain-Roasted Coffee Arrives on Prairie Store Shelves.” Instead of a standard media kit, we created an “Experience Box” for key media contacts. This physical kit included samples of their coffee, a French press, branded mugs, and a beautifully designed print backgrounder on the company’s story.

Execution: We identified 50 key lifestyle journalists, food bloggers, and morning show producers in Calgary, Edmonton, Regina, Saskatoon, and Winnipeg. We sent the “Experience Box” one week before the launch, followed by a personalized pitch offering the founder for a live coffee-tasting segment or an interview. The pitch emphasized the local angle—a Western Canadian success story expanding across the region.

Results:

• KPIs Achieved: This high-touch approach worked wonders. The brand secured live segments on CTV Morning Live in Calgary and Global News Morning in Edmonton. It was featured in over 20 food blogs across the prairies.
• Business Impact: Partner retailers reported a significant increase in customer inquiries about the brand. Sales velocity in the first month was 25% higher than projected. The campaign successfully built a foundation of brand recognition and consumer demand, ensuring a successful retail expansion. The positive media coverage was later used as sales collateral to secure more retail partners.

Step-by-step guides and templates

Guide 1: How to Write a Press Release in Canadian Press (CP) Style

1. Headline: Start with a compelling, active-voice headline under 100 characters. Use title case. Example: “Innovative Toronto Startup Secures $5 Million in Seed Funding.”
2. Dateline: This is critical and must be formatted correctly. CITY, Province – (Month Day, Year) –. Example: “TORONTO, Ont. – (Oct. 26, 2023) –”. Note the specific provincial abbreviations used in CP style (e.g., Ont., B.C., N.S., Que.).
3. Introduction (Lead Paragraph): The most important paragraph. It must summarize the entire story in one or two sentences, answering the Who, What, When, Where, and Why. Get straight to the point. Don’t fluff.
4. Body Paragraphs: Expand on the introduction. Add detail, context, and data. Use short paragraphs (2-4 sentences). Insert a meaningful quote in the second or third paragraph from a key person (e.g., the CEO). Attribute quotes correctly: “This funding allows us to scale our operations,” said Jane Doe, CEO of the company. “We are thrilled.”
5. Further Quotes and Data: Add a second quote from another source (e.g., an investor, a partner) to add credibility. Include more data, statistics, or details about the announcement.
6. Boilerplate: A standard, one-paragraph description of your company. It starts with “About [Company Name]”. It should be concise and consistent across all press releases.
7. Media Contact Information: Include the name, title, email, and phone number of the person who can handle media inquiries. Label it clearly as “Media Contact:”.
8. End Mark: A press release always ends with “###” or “-30-” centered on a new line to signify the end of the content.

Final Checklist:

• [ ] Is the headline strong and clear?
• [ ] Is the dateline in perfect CP format?
• [ ] Does the first paragraph contain all essential information?
• [ ] Are all quotes properly attributed?
• [ ] Have you included a standard boilerplate?
• [ ] Is the media contact information correct?
• [ ] Have you included the “###” end mark?
• [ ] Has the document been proofread for grammar and spelling by at least two people?

Guide 2: Checklist for a Comprehensive Canadian Digital Media Kit

1. Create a Central Hub: Host your media kit on a single, easy-to-find page on your website (e.g., yourcompany.ca/media) or a well-organized cloud folder (Dropbox, Google Drive). Do not send large attachments via email.
2. Company Backgrounder/Fact Sheet: A one-page PDF document that provides a concise overview of the company. Include founding date, mission, leadership, key facts and figures, and contact information.
3. Press Releases: A link to the current press release and an archive of past releases. Present them with clear headlines and dates.
4. Executive Biographies: A separate document with professional bios for key executives (CEO, Founder, etc.). Includes a brief version (100 words) and a longer version (300 words).
5. High-Resolution Headshots: Provide professionally taken headshots of the executives mentioned in the bios. Offer both color and black-and-white options. File names should be clear (e.g., “Jane-Doe-CEO-Headshot-2023.jpg”).
6. Logos: Provide your company logo in various formats (e.g., .AI, .EPS, .PNG with transparent background). Includes full-color, black, and white versions.
7. Image Gallery: A curated selection of high-resolution images. This could include product shots, office photos, event photos, or other relevant visuals. Provide captions and photo credits if necessary.
8. B-Roll Footage (for video): If relevant, provide a 2-3 minute package of broadcast-quality video clips that TV stations can use. This is invaluable for securing television coverage.
9. Past Media Coverage: A list of links to significant past media placements. This builds social proof and credibility.
10. Contact Information: Clearly display the name, title, email, and phone number for your primary media contact. Specify if you have separate contacts for English and French media.

Guía 3: The Process for Pitching to Canadian Journalists

1. Research, Don’t Blast (Day 1-3): Do not use a generic media list. Identify 25-50 specific journalists whose beat is directly relevant to your story. Read their last 3-5 articles. Understand their angle and what their audience cares about. Note their name, outlet, and specific beat in a spreadsheet.
2. Craft the Subject Line (Day 4): The subject line is your first impression. Make it clear, concise, and intriguing. Personalize it if possible. Good example: “STORY IDEA: New data on Toronto housing affordability.” Bad example: “FOR IMMEDIATE RELEASE: PRESS RELEASE FROM XYZ CORP.”
3. Write the Personalized Pitch Email (Day 4):
   • Address the journalist by their first name.
   • In the first sentence, mention something specific about their recent work to show you’ve done your research. (“I enjoyed your recent piece on sustainable packaging…”).
   • In the next two sentences, concisely explain your story and why it’s relevant to *their* audience. Connect your story to their beat.
   • Paste the headline and the first paragraph of your press release into the body of the email.
   • Provide a single, clear link to your full press release and the digital media kit. Do not attach anything.
   • Offer a clear next step (e.g., “Would you be available for a brief chat with our CEO next week?”).
   • Keep the entire email under 150 words.
4. Send at the Right Time (Day 5): Send your pitches between 9:00 AM and 11:00 AM local time on a Tuesday, Wednesday, or Thursday. Avoid Mondays (busy) and Fridays (people are checked out).
5. Follow Up Professionally (Day 7-8): If you don’t hear back, send a single, polite follow-up email 2-3 business days later. Reply to your original email and simply ask if they had a chance to consider your idea. Do not follow up more than once unless they have responded. Never follow up by phone unless you have a pre-existing relationship.

Recursos internos y externos (sin enlaces)

Recursos internos

• Plantilla de Comunicado de Prensa (Formato CP)
• Checklist de Contenido para Kit de Medios Digital
• Hoja de Cálculo para Seguimiento de Medios y KPIs
• Guía de Estilo de la Marca y Mensajes Clave
• Base de Datos de Contactos de Medios Aprobados

Recursos externos de referencia

• The Canadian Press Stylebook, 19th Edition
• The Canadian Press Caps and Spelling Guide, 23rd Edition
• CRTC (Canadian Radio-television and Telecommunications Commission) Communications Monitoring Report
• Competition Bureau Canada – Influencer Marketing Guidelines
• Statistics Canada (StatsCan) – For data and research to support news angles
• Cision Canada / Meltwater – Media monitoring and distribution services

Preguntas frecuentes

What is the biggest mistake companies make when writing a press release for Canadian media?

The most common mistake is using a US-centric format and style. This includes incorrect dateline formatting (e.g., using state abbreviations instead of CP-style provincial ones), spelling (e.g., “organization” instead of “organisation,” though both are often acceptable, consistency is key), and failing to provide a relevant Canadian angle. Journalists are quick to dismiss releases that are clearly copied from a US parent company without localization.

How do I handle media relations in Quebec?

Simply translating your materials into French is not enough. You need a true localization strategy. This means working with a native French-speaking professional who understands the Quebec media landscape, which has its own key players (Quebecor, La Presse, etc.) and cultural context. All media outreach should be in French, and you must have a fluent French-speaking spokesperson available for interviews.

Is it still worth paying for a wire service in Canada?

It depends on your goals. For publicly traded companies that need to meet disclosure requirements, a wire service is essential. For private companies, it can be a good way to ensure your news reaches a broad network of newsrooms and appears in online news portals like Yahoo Finance. However, it should never be your only strategy. The best results always come from combining a wire release with direct, personalized pitching to your top-tier media targets.

What is a realistic pickup rate for a press release in Canada?

For a standard announcement sent over a wire service with no direct pitching, a pickup rate of 1-2% (meaning 1-2 outlets out of every 100 that receive it might write something) is typical. With a strong news angle and a targeted, personalized pitching strategy, you should aim for a pickup rate of over 15% with your key target list. For our clients, we target a blended rate of >10% across all distribution.

How long should a press release be?

Concise is key. Aim for 400-500 words. The headline should be one line. The first paragraph should be 2-3 sentences. The body should have 3-5 short paragraphs, including quotes. End with the boilerplate and media contact. If you need to provide more detail, that’s what the fact sheet and backgrounder in your media kit are for.

Conclusión y llamada a la acción

Success in the Canadian public relations sphere is not a matter of luck; it is the direct result of a disciplined, strategic, and culturally aware approach. By moving beyond generic templates and embracing the specific requirements of the Canadian media, from CP Style formatting to bilingual and regional localization, you can dramatically increase your chances of securing meaningful coverage. The foundation of this success lies in meticulous canadian press release media kit writing, which transforms a simple announcement into a valuable resource for time-strapped journalists. By focusing on measurable KPIs—such as achieving a target pickup rate of over 15%, increasing referral traffic, and generating a positive ROI—you can demonstrate the tangible business value of your communications efforts. The methodologies, guides, and processes outlined in this document provide a comprehensive roadmap to achieving these results.

If you are ready to elevate your communications strategy and achieve media coverage that drives real business outcomes in Canada, we invite you to connect with our team. Let us help you craft your story, build your media kit, and engage with the journalists who matter most to your brand.

Glosario

Boilerplate

A short, standardized paragraph at the end of a press release that describes the company or organization.

CP Style

The journalistic style guide used by The Canadian Press news agency and most major media outlets in Canada. It governs formatting, spelling, punctuation, and abbreviations.

Dateline

The first line of a press release that states the city of origin and the date of release, formatted according to CP Style (e.g., VANCOUVER, B.C. – (Oct. 26, 2023) –).

Embargo

A request to news media not to publish information or news from a press release until a specified date and time. It is used to give journalists time to prepare a story in advance.

Media Kit

A pre-packaged set of promotional materials that provides information about a person, company, or cause and is distributed to members of the media for promotional use.

Wire Service

A paid distribution service (e.g., Cision, Business Wire) that sends a press release to a wide network of newsrooms, journalists, and online portals.