1. What is a press kit?
A press kit is usually a collection of information and resources that can be used by reporters and publishers. The idea behind a press kit is to make the reporter's job super easy. They are not experts in the field and require help translating your research approach and outcomes to something the layman reading their publication can understand.
2. Research press kit contents
Press kits usually include photos, graphs, and summaries of your work, in everyday language. It is a mini article with all the basics and explanations required for someone to take and write an accurate article on your work. The more effort you put in to clearly write your summary and link it to non expert concepts the better. The degree to which you need to simplify it heavily depends on the publication's audience, so often a few variants are produced for a press kit that is to be widely distributed.
It is simple really, the more visibility your research receives the more likely it will be used, cited, or attract funding and the better it is for your university's reputation and visibility.