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Build an Online Press Kit that Grabs Media Attention and Promotes Your Authority

Christine O'Kelly
Mar 24, 2008
An online press kit is a set of documents and resources used by journalists learn more information about your company. Journalists constantly seek fresh story ideas need information rich content and credible sources to back their articles. They are often on a deadline and juggling numerous projects so offering quick access to the information they seek in your online press kit gives your company an edge over the competition.

Organizing Your Online Press Room:

Make your online press kit easy to find with a top level tab and organize the information within the press pages logically. The pages need to load quickly and contain with valuable and timely information. Journalists spend a lot of time online and will be more irritated by slow loading page than impressed by flashy graphics or PDF documents. Some documents to include in your online press kit are:

* Fact sheet
* Frequently asked questions
* News clippings
* Press releases
* Story ideas
* Company background
* Executive bios
* Quotes
* Photos, graphics, and charts
* Impartial source list
* Contact information

Fact Sheet:

Offer journalists brief snippets of highly relevant content about your products and services, reasons why your company stands apart from the competition, original research and study results, etc.

Frequently Asked Questions:

Save journalists and yourself time by including a list of questions frequently asked by the media in your online press kit. Update your FAQ on a regular basis when you come across new questions that aren't included on the list. The more time you can save a journalist by providing information up front, the more likely your company will receive press over a competitor that forces a journalist to dig for information.

Press Releases:

News distributors will often print your press releases verbatim or make a few edits to make them more relevant to their particular publication. This gives journalists a starting point for story ideas and offers some insight into angles that have already been covered. Add the option for journalists to subscribe to your press releases for access to upcoming news topics.

News Clippings:

Make it easy for journalists to find timely information that is relative to their story. Organize news clippings by date and include the publishing company's name, the article title, a link to the full article, and a short paragraph from the article in which your company is mentioned. Television and radio coverage and interviews can also be sectioned off under news clippings. Include the media files as well as transcripts in addition to reference information.

Story Ideas:

A common yet widely underused practice is to offer story ideas for journalists in an online press kit. No one knows your product and how it relates to the market better than you do. You don't need to wait for people to figure it out. Offering journalists powerful story ideas is beneficial for you, the journalist, and interested readers.

Company Information:

If you already have an About Us page with company information, it's fine to repeat some of the information in a context that is relevant to the press. Journalists will often comment on company history to give an article additional depth.

Executive Bios:

Short, relevant, biographies about the founders or management team can be useful for journalists to insert throughout articles and back up claims or actions with facts from past successes and accomplishments.

Quotes:

Quotes help bring articles to life and most journalists will include them to write a richer article. Offer a few quotes for journalists in your online press kit that help to simply explain the personal opinions and observations.

Photos, graphics, and charts:

Make it simple for journalists to build a complete article with images and supporting graphical material. Offer relevant images of event photos, charts and graphs, website screenshots, and logos in a variety of file types and sizes in your online press kit.

Impartial Sources:

List List some names of authoritative individuals that journalists can contact for unbiased information. You may also wish to include a list of clients and contact information along with testimonials from satisfied customers.

Media Contact Information:

Make it simple for journalists to get in touch with the correct people at your company. List contact information and short biographies of area experts within the company in your online press kit along with one main contact name and a personal email address (as opposed to press @). State the expected amount of time it will take you to respond as journalists are usually working with short deadlines and need to know if a contact is worth attempting.
About the Author
Christine O'Kelly in an SEO copywriter. She is the founder of SEO Content Solutions, an SEO copywriting offering SEO press releases and many other creative content marketing solutions.
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