A Website Media Kit
A WEBSITE MEDIA KIT
One of your PR goals should be to help the media navigate your website
quickly and find out if the experts at your company are what they're looking
for. After that, you need to make sure reporters and editors can get everything
they need from contact information to photos and maybe videos quickly and
easily.


CREATING A MEDIA KIT OR PRESS PAGE FOR YOUR WEBSITE

Creating a good press page or media center on your website is simple, quick
and easy. Here’s a few guidelines:


Where to Put Your Press Page or Media Kit

The press page or media kit on your website should be obvious and
identifiable from the home page. And, it should have its own section of your
website. Put a link to it in the main navigation bar, or in a navigation sidebar.
Everything should be easy to find. Journalists work on very quick "turnaround"
times… meaning they’re often under a fast-approaching deadline, and you
don’t want a journalist to have to dig for information about you or your
organization. Ever. They’re more likely to move on to your competitor.

Some companies choose to list a small section of press releases or previous
media mentions on the home page to catch the eye. This is a good idea and
The Insider strongly encourages you to consider it. Remember, the goal is to
make it as easy as possible for the media to find out more about you.

Some companies make journalists register or set up an account to access the
media page.  The Insider strongly recommends against this… most journalists
are wary of being put on a mailing list and receiving a lot of e- or snail-mail
they may not want. Additionally, virtually every journalist receives many more
story pitches and ideas than he or she could possibly cover. If a journalist
wants to receive your updates, let him or her sign up for them via your website’
s newsletter sign up form. Most importantly, your press information and media
coverage examples should be open to everyone including the public. They
help establish your credibility as a business or organization, and that’s good
for your bottom line.


The Key Elements Of Your Website Media Kit or Press Page

Every website media kit should include the following:

Contact info: The direct phone number and e-mail address for your
designated media affairs representative, or for the specific members of your
company you want the media to talk to. If you're worried about the wrong
people reaching out to those contacts, put a disclaimer on there that people
who are not members of the press should call customer support or another
general number. The general public (with a few exceptions) is smart enough
to know they're not a member of the press and should not call your direct
number.

A direct e-mail address is much better than putting a generic contact form that
reporters have to fill out and submit, which makes it harder to follow up or to
even know whom to address. Again, the media moves quickly. If a journalist
can't get in touch with you, they're checking with the next person…maybe your
competitor.

Bios: Bios are particularly important if you're trying to get members of your
company in front of the media for interviews and expert opinion. Providing
some quick and easily digestible biographical information is important.
Remember, journalists spend a very short amount of time - sometimes
seconds - deciding whether the person they're reading about is the person
they want to talk to. Showcase their credentials right away so reporters don't
have to dig for that info.

An excellent basic formula is a biography that‘s professionally written in the
third-person, and leads with the strongest credentials, advanced degrees and
achievements. Previous media appearances in TV, print or online should
absolutely be included, as they tell journalists that you‘re experienced in
talking to the media, which will make their job easier. Some organizations
choose to just put a snapshot of a person's credentials on the main press
page with the option to click through for more detailed information. In this
situation, list their best assets in bulleted lists so journalists can catch the gist
of it quickly.


Additional Elements For Your Website Media Kit

Press releases: Include a list of your most recent press releases and an
archive of your past releases, in chronological order. Keep these in traditional
press release format and make sure they're readable across all platforms.

Video and audio: If you're trying to get a company executive or employee on
TV to talk as an expert in the field, you want to reassure journalists that the
person knows how to handle an interview. Post one or two of your best
previous media appearance videos that highlight your composure. Just keep
in mind that loading too many videos onto the press page risks creating slow
load times.

Videos can also include demonstrations of your product in use or b-roll
footage TV journalists can use to help flesh out a piece—or simply understand
your product, service, or business better.

Photos and graphics: Artwork on your press page can include company
logos, photos of top executives, product photos, recent charts or other
graphical data. The Insider recommends two versions… 72 dpi for online use
and higher resolution 300 dpi for traditional print publications.


The Bottom Line


When you put your website’s press page or media center together, think in
terms of an overview, versus in-depth or detailed. Your goal is to highlight
your company or organization, it’s products or services, the key players, and
demonstrate (if you have it) that you, your organization and/or its key
members have garnered previous media coverage and are experienced in
talking to the press. If you think you’re putting too much information on your
press page, or becoming too detailed, you probably are. Cut back just a bit.

The Insider cannot stress enough the use of bullet-pointed information. Bullet-
points allow a journalist to quickly and easily read through and digest the
information. Your organization’s overview and the bios of key team members
should be short. Two to three paragraphs with no more than 5 sentences in
each. Use bullet points to highlight the other milestones, accomplishments
and achievements. From a visual design standpoint, your goal should be to
avoid long blocks of text.


Related Reading:

Calling All Experts part two
Calling All Experts part three
The Key to Getting Press Coverage
365 PR Opportunities
Ithaca Public Relations   159 Snyder Hill Road   Ithaca, NY 14850   607-280-3840   info@ithacapr.com
An employee is alleging
discrimination and a reporter just  
called...   
Crisis Control.




P.R. myths exposed.   
read more...





Guest editorials are one of the  
tools that can help you frame the
debate.   
Solutions...





See examples of the I.P.R.
Advertising Philosophy for press
relations.   
Headlines...




What is the I.P.R. Advertising
Philosophy?   
The Insider...
Press releases... What makes an
effective one?   
Find out...




Return to
The Insider




FLMS offers press relations
seminars and workshops. Visit our
Services page to learn more.




Return to
The Insider




Find out more about the I.P.R.
Proactive Approach to press
relations. Visit our
About Us page.
Copyright 2005 - 2013  Ithaca Public Relations  All Rights Reserved
Straight up, no-nonsense marketing and PR advice from The Insider, the flagship e-advice column from Ithaca Public Relations. Subscribe today!
Ithaca, NY   607-280-3840   info@ithacapr.com