Publicity material is information disseminated to news media by a company or its agency to generate unpaid media exposure. Press releases are one of the most common publicity tools. Other tools include photographs, guest editorials, community notices, props and calendar announcements.
The purpose of sharing publicity material is to communicate company information, product information and news with the public. The company does not pay for the message and has little control over how members of the media present it.
Press kits are common promotional tools. A press kit is a packet of information that may contain introduction letters, press releases, company or product information, photographs and product samples. Many companies also use social media releases that have links or RSS feeds.