publication date: Jul 18, 2011
a journalist's attention and answer her questions, a collection of press
releases plus some bios and head shots just aren't enough, says marketing and
communications expert Nancy Schwartz
You need material that engages journalists and provokes a request for a
some of Schwartz' tips for helping journalists realize your organization is
room and media kit
difference between an online press room and an online media kit? A media kit is
part of an online press room, but certainly not the only element. Schwartz says
both must be set up to help deadline-racing journalists find the information
that they want, fast.
room, she says, is the area on your site expressly for the media, although
other audiences may be interested in the content. The content here should
describe the organization and its mission, rather than highlighting a single
program, service, location or event.
kit, by contrast, can be about your organization or anything you want to
highlight: a program, product, leader, service or event. Either way, it's a
downloadable collection of essential, easy-to-use information.
for your online press room
for your media kit
Your latest news.
Consider organizing it by topic and by date.
Downloadable photos and
graphics to accompany stories, several
medium and low resolution.
A directory of your
organization's experts, searchable by name and topic.
relevant backgrounders and fact sheets.
calendars and timelines.
Guidelines on writing about
your organization's key topics or issue areas, with etiquette and language tips
if necessary for describing the population you serve.
Audio and/or video clips
Awards and recognition.
Recent clips (make sure these are kept up-to-date).
An RSS feed for press room
- All of the above except awards.
- Relevant statistics (a program's impact or the change generated).
Make sure that
content is current, Schwartz emphasizes. You should update media kits at least weekly,
even daily for a fast-moving project.
tactics to make your online press room even more useful include:
Read more from Nancy Schwartz at http://www.gettingattention.org.
Prominent links to your press room on every page of
your site, and highlighted links on your home page for press kits on current
topics and programs.
Clear contact information for your primary media
contact and the backup person.
Brief bios of your organization's leaders and
experts to give a context for quotes or other coverage.