Any media outreach effort must have a compelling and media-friendly press kit. The kit’s purpose is to provide basic information that will invite stories or at least further inquiries. A well-done kit signals a level of seriousness that reporters understand immediately. It should be simple, clear, and not too showy, drawing attention to your main messages and themes. It should offer only basic background data, not every available bit of information. The idea is to create interest, not to exhaust it.