How to Create an Online Press Kit

A press kit is simply a packet of information about your company, products or services. In fact, a press kit can be tailored not only to potential editorial or advertising media, but also to potential clients and investors. Online press kits should include much of the same material as printed ones. But online, you have more options for space and creativity for less money. Following are some tips and considerations in adapting your media kit for the online world.

What should I include in my online press kit?

Biographies -Biographies should highlight experience, credentials and important facts about key players in your company. Write short, one-page bios of each company officer or upper-level manager and put on your press room online or print them on a laser or inkjet printer on company letterhead. Include the officer's title, history with the company, quotable statements, basic personal information, theories or ideas about your company and a picture, if possible.

Corporate history - This is a good element to include for kits addressed to potential clients and investors. The company mission and history should be brief – no more than one page – and they should be consistent with the message or image you are trying to portray with the kit.

Press release - If you are sending your press kit to the media, you must include a press release so reporters can understand the purpose of the kit. Your press release should provide an interesting “angle” on why your company is newsworthy now. Is your company hosting an event? Did you just launch a new product? Did you receive an award? Make sure to make the most newsworthy information the focus of your release.

Past coverage - If your company already has been covered in any media, make clean copies of the stories and enclose them in your press kit. If articles were printed with color photos, try to get color copies to maximize visual impact. Remember, presentation is really important.

Provide contact information - Create a link that connects directly to the appropriate e-mail, mailing address or phone numbers. Have different contact links for different departments in the company.

Online Press Kit Tips: 

Know your audience - It is important to know your audience in order to give them exactly what they need and expect. You will already know a great deal about your audience based upon the industry you are in, the types of reporters you're appealing to, and the beats they cover.

Visual appeal - As with any Web site, your electronic press kit should be visually appealing, professional-looking, and tailored to the specific needs of your audience. Do not underestimate the importance of the visual appeal of your Web site.

Information - Internet is a more flexible than print you can include more information about your company because you don't have as many space limitations. People seek out media kits for information, so provide as much as you can. But remember to be concise.

Update often - Give to people a reason to come back again on your press room. And make sure your media kit information is accurate, consistent and up to date.