A Press Kit usually comprises a news release - the intention is for the selected newspapers, radio and TV stations to report the information as news; and photographs - good quality black and white prints or negatives; good quality colour slides; or high resolution colour digital images on CD, diskette or forwarded by e-mail.

The initial consultation is free and includes a written proposal and price quotation.

Publicity can help to accomplish any communication objective. It can be used to announce new products, publicize new policies, recognize employees, describe research breakthroughs, or report financial performance. But to receive media coverage, the message, the person, group, or event being publicized must be viewed by the media as newsworthy.

A Press Conference will draw media representatives if they feel the subject or speaker has news value. Company tours and speeches to civic or professional groups are other forms of individual-to-group communications.