Marketing on the Edge: Online media kits

Media requests for interviews and information comes with the territory of being a leading industry firm or an accomplished C-suite member.

But this territory is a two-way street.

The media needs your personal or company's experience and expertise. You or your company need the media to share your stories.

How do you gain their attention? How do you position your business as their preferred source of information?

One way to begin building this type of mutually beneficial relationship is by positioning your company with a comprehensive, easy-to-navigate online media kit.

Each company's media needs and internal policies vary.

However, there are common key components for building an effective online media kit.

Provide these materials as PDF files or individual Web pages for easy access and download. Keep in mind that not all media representatives have the same operating system, software or Internet speed that is available to you - PDF files are ideal to accommodate these unknown variances.

Biographies or CVs

Each company representative should have a biography or a curriculum vitae (CV).

Bios are summaries that outline current professional roles, career highlights, education, board positions, awards, hobbies and family information. Bios range in length and tone.

A CV, which is most often reserved for academic, medical and legal professionals, is more formal than a bio and includes additional information such as licensure, certifications, preceptorships, seminars and publications.

Company Fact Sheet

This document is exactly what its name implies and contains:

•  Company founders to present-day ownership

•  Date of establishment and significant milestones throughout its history to date

•  Company headquarter's address as well as additional branch or subsidiary offices

•  Primary industry category

•  Products and services specialties

•  Topics of expertise

•  Executive team

•  Board of directors

•  Professional associations

•  Awards, honors and accolades

•  Community service, charitable causes and/or company foundations

•  Contact information including official websites, phone numbers, fax numbers, social media pages, media contacts, etc.

•  Publicly traded companies need to adhere to Securities and Exchange Commission policies and regulatory mandates.

Releases should be organized by topic and date, beginning with the most recent one. If additional documentation accompanies the release, then make those accessible through clearly labeled files.

If these files are stored on another page in the media resource area, include exact links to facilitate fast and accurate accessibility.

Image Gallery

Images are essential punctuation points to telling stories. Create an image gallery that provides items such as logos, project renderings, product images, headshots, video clips, etc.

Only high resolution files - 300 dpi or higher - should be provided for use across all platforms for optimum quality.

Only provide images that you authorize for use. If you have items that require approval or if you would like to manage the placement and usage of items in the image gallery, then make those materials available upon request.

All requests should be responded to within the media's requested time frame.

Previous Media Coverage

A track record of previous media coverage builds credibility for your company with prospects, clients and the media. Examples could include editorial clippings - print and online - radio clips, TV interviews and other videos such as product demos.

These files should be properly labeled and available through a downloadable PDF or accessed via a link. Most online media is archived at some point, so keep hard and electronic copies of everything that features your company.

If your company receives extensive media coverage on an ongoing basis, it is wise to invest in a media clipping service that can provide copies of all coverage.

White Papers/Bylined Articles

These are excellent media resources. Each company should develop a policy for media access to bylined articles to ensure the media source, timing and placement is appropriate.

Taking the time to create and provide these essential media materials will aid in building media relationships and facilitate more media coverage. Remember to treat the media as a customer.

Today, there are more stories and publication platforms, yet fewer resources. Additionally, receiving media coverage is not a guarantee with each media campaign.

However, a history of timely response from well-prepared experts will enhance your company's credibility and eventually establish it as a media go-to resource.