Online Press Room vs. Media Kit, plus what goes in your news room.

By LynAnn King, KingSings PR

Online media rooms, and journalists’ expectations of them, have evolved in the last decade. Many nonprofit organizations now feature “virtual press kits,” but an effective online press room is more than just a media kit.

The last thing you want is for a journalist not to find what he needs to cover you or your business. They can become frustrated or annoyed, when trying to dig into your nonprofit or program online, and not have everything needed to pull content when finalizing their articles, always on deadlines.

Here are some best practices to consider:

  • A press room is the area on your website expressly for the media, although other audiences may be interested in the content. Most of the content here is on the organizational level, rather than specific to a single program, service, location or event. However, a current event or product is launching, you want to prominently feature that on top.
  • A media kit is a set of essential, easy-to-use and downloadable information focused on your organization, or a program, product, leader, service or event. Your online press room should provide what you used to include in your press kit, and much more:

What to Include in Your Online Press Room

  1. List the PR Contact information  at the top left of the press news room.
  2. The absolute latest news. Journalists will expect the most up-to-the-minute information from your press room.
  3. Downloadable photos and graphics to accompany stories. Be sure that all the partners and leaders have their professional photos accessible, programs and events in action, product shots and more. Include several versions of your logo, and provide all downloads in high, medium and low resolution. This can make the difference of your company being used in their article.
  4. A directory of your organization’s experts. Make it easy for journalists to get to the expert on the particular subject they are covering. The directory should be searchable by name and topic.
  5. Succinct backgrounders and fact sheets. Make sure the information in your backgrounders are up to date and relevant to the latest news you’re pitching, or responding too. This is the opportunity to go deep into the background details.
  6. Up-to-the-minute event calendars and timelines, updated daily if necessary. Make it easy for journalists to get the latest. Nothing is less impressive than an outdated listing. Keep your listing up to date is extremely important. Also, if you only have one event in a month, then list it as text, instead of having an empty calendar with only one entry.
  7. Guidelines on writing and reporting on your organization’s key topics or issue areas. These can be a value added way of addressing your target audience, looking for information, and provides great marketing copy at a moment’s notice for the journalist.
  8. Audio and/or video clips. Definitely include multimedia if possible, and transcripts for time-starved reporters.
  9. Awards and Recognition Let your successes speak for your organization, rather than saying it yourself.
  10. Recent News Clips Any media Clips add credibility, and give the media an idea of what’s already been done (and the gaps they can fill). Make sure your clips are up-to-date, most current on top.
  11. RSS Feed – News Feed for Automatic Receipt of Press Room Updates Make it easy for those who are interested to get press releases and other news hot off the press via an RSS reader.

Of course, the more relevant information, the better. That’s where spending a bit of time researching what a journalist has covered and what topics are hot. Resist flooding the press room with useless content. Never stretch the truth, and always check your facts before stating.


About LynAnn King, KingSings PR

LynAnn King of KingSings PR
                  LynAnn King of KingSings PR

Marketing Strategist & Publicist

KingSings PR

LynAnn King partners with successful small businesses and empowers entrepreneurs to deliver authentic marketing communications, special events promotions and media campaigns. She brings her visionary leadership in rolling out creative marketing campaigns that create visibility and media coverage. Her clients are business-to-consumer in the luxury and aspiration markets, national speakers, nonprofits, national conferences, published authors, celebrity personalities and other professionals.


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