How to create an online media kit

Anyone curious about your business nowadays will likely head straight for your Web site.

So a critical first step in attracting press, broadcasts, and trade or industry news coverage is to maintain an up-to-date site with a compelling home page. That opening page should welcome visitors and briefly but deftly explain your business, its personality, and your products. (See these tips about writing effective Web site content.)

The next step, then, is to create an online media kit that gives customers, journalists, and would-be investors the chance to learn behind-the-scenes facts and stories to supplement what’s on your home page.

Electronic media kits are efficient and cost-effective. They’re also refreshingly modular, and can expand or shrink to fit your pace of growth, business news, and resources.

The term "kit," by the way, comes from the print version that traditionally collects all press material into a folder or binder, which is mailed or hand-delivered as a packet. An online kit not only saves you that delivery cost, but also lets users choose exactly which documents to download. You don’t have to guess what a reporter wants or overload the media with materials.

So, first, let’s cover the content of a media kit.

If you’re starting from scratch, keep it simple. You can always upgrade or add flavors later.

Typically, media kits cover these four basic areas:

1. A company overview or backgrounder.   If it’s a family business, tell the story of the founder and some relevant family history.
2. A clear, concise summary of your products and services.  
3. One or more current press releases.   Make sure these are always up-to-date, so you aren’t still announcing news from 2006 when it’s 2009. Stale information is a poor reflection on your business. You can archive older releases so that visitors can track your growth, hires, and other moves. Here’s help for writing press releases.
4. Professional credits.   Include your title, bio and photo, and some personal data if you would like. If you have employees, include those bios and photos too.

Frequently, these optional elements are also included in online media kits:

• FAQs.   Write one or more pages of the questions customers or reporters characteristically ask, along with your answers. Or, similarly, this could be a Q&A backgrounder about your industry, the science or craft behind your products, or specialized information that bolsters your credibility or operation.
• A call to action.   This could be a business card with contact info, an invitation to request a demo or sample, or a discount coupon.
• Case studies, success stories, or testimonials, including any previous media coverage.   The more personal and recent these items are the better.
• Professional surveys or reports that enhance the value or selling power of your products or your reputation.  
• A timely calendar of industry or media appearances.   Include copies of speeches or conference presentations, for example.

Remember that all this material should be easy to digest. Keep your documents concise, direct and effortless so that every element of your kit is inviting. Avoid jargon. Edit out fluff (translation: don’t use too many adjectives).

Tip: Create a linked navigational tag on every page of your site labeled “Press” or “Media,” so that reporters and interested parties can immediately find your kit.

As for format, choose software for your documents that works on multiple platforms and is user-friendly. That way, anyone with any computer system and Web access (from dial-up to broadband to mobile) will have no trouble downloading the kit. Cross-platform formats include applications from the Microsoft Office system, such as Word, Excel, and PowerPoint.

Many marketers also rely on the Portable Document Format (PDF) developed by Adobe Systems. Learn how to quickly convert Microsoft Office documents to PDFs.

Handsomely designed documents that provide friendly info, authentic case histories, and emotionally engaging narratives count. Fast downloads count more, however.

Skip memory-hogging charts or graphics that can slow access. If these are crucial to your marketing messages, set up individual downloads so that users can decide for themselves.

Tip: All the elements of your kit should have a consistent look and feel that reflects your brand. Microsoft Office Publisher can help you create a logo and branding palette. See this article to learn more about branding toolkits.

When you’re ready for an interactive upgrade that can help keep reporters clicking, consider setting up a RSS news feed about your industry or company. Then send out e-mail invites to the appropriate media to subscribe. Just remember that an RSS feed takes effort to maintain because you must keep refreshing it with newsworthy content. Learn more about RSS.

Most of all, when the media does call, be ready. In advance, develop clear marketing messages about your company’s mission and products, along with a few interesting anecdotes that illustrate your points.

About the author   Joanna L. Krotz is the founder of Muse2Muse Productions, a custom content company for business and consumer magazines, newsletters and digital imprints. Krotz has launched marketing Web sites and e-news portals, as well as created magazines and online marketing for a variety of companies. She is co-author of The Microsoft Small Business Kit, a 500-page guide to launching and running a small business.