Pressduk

Pressduk is a term used in discussions of media logistics to describe a standardized framework for creating, distributing, and archiving press materials. It is discussed as a concept intended to streamline collaboration between public relations teams, newsrooms, and media monitoring services.

A pressduk typically includes a machine-readable press kit with metadata such as title, summary, embargo status, release date, and authorship, along with assets like text, images, audio or video, and supporting documents. The accompanying distribution protocol defines intended recipients, channels, and authentication requirements, enabling secure, verifiable delivery to newsrooms, agencies, and monitoring services. Key features include a metadata schema, support for multiple asset types, cryptographic signing to verify sources, and an auditable delivery trail. Implementations, when described, often provide an API to generate pressduks and to allow publishers to ingest and index them in newsroom systems.

In discussions and pilot studies, pressduk is presented as a way to reduce manual handling, improve provenance, and speed embargo enforcement and verification. Proponents cite potential benefits such as faster dissemination and more precise targeting, while critics note interoperability challenges and the need for governance of keys, embargo policies, and recipient lists. As a concept, its adoption and practical impact depend on consensus around standards, security practices, and integration with existing media workflows.