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MEDIA MATTERS
30 Tips for Creating a Digital Press Kit
By Ann Handley
Having done some time as a news reporter, I can speak first-hand to the value of an effective press kit. Reporters are busy, or rushed, or lazy, or sometimes all three: They don't want to have to dig for information about your company. And, since they can easily turn to another organization as a story source, they won't.
Given the ease of online publishing, there's no excuse for a company not to have a current, effective press kit. But why are press kits missing from so many Web sites? What's their real value? What must absolutely must be in your press kit? And what should you leave out? What are the details that make a difference?
Last week, veteran PR expert Gail Z. Martin hosted a MarketingProfs virtual seminar about how to put the power of a press kit to work for your organization. I interviewed Gail about the highlights of that broadcast, as well as the nitty-gritty we couldn't get to in the 90-minute broadcast.
Q: So Gail—broad question to start: Why should companies have an online press kit?
A: Most reporters rely on the Internet for research. So do a growing number of customers, potential partners, suppliers, and vendors. An online press kit is an important way to make sure your story gets told correctly to all your important constituencies.
Q: Should every company produce a press kit as part of their Web site?
A: Yes. Online press kits remove the expense factor. Even a very small company can write up bios, an FAQ, fact sheet, and history/timeline. If you don't have a press kit, you've already lost control of the message.
Q: What are the top five elements an online press kit should contain?
A: Top exec bios and a fact sheet are must-haves. FAQs are nice, as are company histories, timelines, reviews/testimonials, awards, recent publications, recent press releases, photos; possibly Web audio and video are also good additions, depending on your company.
Q: A lot of the content you suggest could essentially be considered very similar to the company Web site itself—especially for "brochure-style" Web sites. How does the digital press kit differ?
A: I think there's a huge difference. A brochure-style Web site (which is not effective as a format, but is certainly common) is not going to provide the information as concisely as a press kit. A press kit exists to make it easier for the media to get the details right about your company, while your Web site exists to make a connection with your customers and prospects.
Q: Is there a difference between a press room and a media kit?
A: A "press room" is the online media area of your site. A media kit is a packet of essential, easy-to-use detailed information about a company, product, or event. You can have multiple media kits in your press room.
Q: Where on your site should you place the link to the press kit?
A: Make it as easy to find as you can. You should be able to link off the homepage.
Q: And what do you call the link in the navigation bar? "Press kit," "media kit," or something else entirely?
A: Don't make the title cute. "Press page" or "media kit" is just fine.
Q: Do you recommend that you include media mentions of your product or services in the media kit?
A: Don't turn it into sales material. Give a brief description of what your product does—perhaps in various lengths, such as 10 words, 50 words, and 100 words. Provide a low-, medium-, and high-resolution digital photo for download.
Q: Can you use the cover of the magazine in which the mention appeared without fear of copyright issues?
A: No, you can't show the cover of a magazine in which you're article appears without permission (and usually without paying for the reprint rights). You can say, "See the recent article about us in Inc. Magazine," and have a link to the article on Inc.'s site.
Q: Similarly, do you need permission to print someone's name if they gave you a testimonial?
A: Yes, if you're going to give first and last name and/or company, you need written permission. You can quote anonymously or just give a first name, but in most cases (unless the need for anonymity is obvious because of the nature of your service, like bail bonds) a quote without a name or without a first and last name isn't as credible.
Q: Do reporters want to receive media kits by snail mail or email? Should you send them at all?
A: The answer is—yes. In other words, reporters differ on their preferences. I wouldn't send any attachments via email—send an invitation to visit the new or newly updated media kit page and a link. I would only send out snail mail kits if there is a good reason (from the reporter's view), such as a new product launch or an impending major event.
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