Elements of Online Press Kits describes the individual components that small businesses need to assist journalists. However, if these documents are crafted incorrectly, the press kit can actually weaken a company’s credibility with reporters and editors.
Online media kits are designed to save journalists time. Many reporters work with daily or even hourly deadlines, so they need the ability to quickly scan the media kit to extract basic facts about a company, such as a list of core services, product descriptions or the proper spelling of the CEO’s name.
The following guidelines describe the appropriate language, style and structure for creating online press kits:
Do Create a Media Kit that is Easy for Journalists to Skim
Use short paragraphs, concise sentences and bullet points in each document of the press kit so that it’s easy to identify key facts without reading the entire copy. Reporters and editors don’t have a lot of time to pour through dense paragraphs and complex language.
Don’t Use Internal Jargon When Communicating with the Media
Employees within a company often use slang terms and abbreviations when communicating amongst themselves. These internal communications are not always understood outside of the company or its primary audience. Avoid unfamiliar terms whenever possible. If jargon is necessary for describing a specific product or service, make sure it is clearly defined.
Do Update Online Press Kits Regularly
View the press kit as a living set of documents. It should be updated regularly as the business evolves its services and develops new products. Double check the elements for accuracy and incorporate frequently asked questions from journalists into the copy.
Don’t Stray from the Facts When Communicating with Media
Press kits should include factual descriptors that are free from commentary and superlatives. For instance, don’t state that a company is “the best in the market.” Provide specific figures or statistics relating to its revenue or customer reach. Journalists seek out credible facts for stories.
Do Hire a Professional Photographer
The images in a media kits are a reflection of the company’s brand. Hire a professional photographer to take all headshots and product shots. This will ensure that the framing, lighting and themes are consistent and polished.
The most effective press kits are concise, factual and current. Journalists will be more likely to reach out to companies and individual sources who cater to their needs and communicate in a way that is familiar and easy to understand.
To learn more do's and don'ts for communicating with the media, check out How to Develop Relationships with Reporters and Creating Newsworthy Pitches.
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