Guide Media Smart: How to Handle a Reporter - By a Reporter

Before digging into the elements of a press kit, it's worth considering where to offer it. If you were doing business in , sending a paper press kit by mail would be the standard practice. Today, however, companies provide the same information in a variety of formats across a range of web pages. Whatever format or title you choose, make it easy for reporters to find and digest the essential items below. No need to reinvent the wheel—source this information from your About page to create a paraphrased introduction to your company.

Avoid using market-related jargon that could confuse reporters who don't know your industry well. Instead, heed the advice of veteran tech reporter Alexis Madrigal and offer the "basic description of the real business," like you'd find in a public company's K form aka their annual report. Reporters won't use every piece of information, but the idea is to make research easy by presenting as many foundational details as possible.

That said, you might leave something out that would be helpful to certain reporters and publications. So feel free to include more details than what's listed above—just keep brevity and organization in mind. Payments company Stripe does this with a timeline on its press page.

Alice Troung , a Silicon Valley correspondent for Quartz , says seeing "a company timeline is a bonus. You can also get creative like construction company Gilbane Building Company and lay out your company details using graphics. If you do so, keep simplicity in mind so visitors can still gather needed information. Contact information is the simplest ingredient to include in your press kit but it's often overlooked.

Your press page should always include a press contact—the point person who's responsible for following up on media requests.

If you've hired an agency to handle your press inquiries, make sure to provide their information instead. Inbound marketing company HubSpot lists their press contact before they offer any details about the company itself. When you're explaining your product, keep it basic.

Assume that the reader has no idea what you do, how you provide value, and why you're different from the competition. Marketing materials work well; product brochures and one sheets are easy to digest. Your company may already have something like this by way of a Features page. If your product or service has set rates, list the prices here, too.

Cambridge Sound Management, which develops sound masking technology, offers information sheets and images of their products.

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Each sheet contains a to-the-point description of the technology, with diagrams that help the reader visualize the more complex aspects. If possible, include samples, such as a promotional code that lets a reporter take your app for a test drive. This isn't a viable option for some business like, say, a cleaning service , so find a way to show what you can do—a "before and after" photo paired with a testimonial might work. Here's an interesting statistic: A press kit without media assets is a missed opportunity.

Journalists normally need to include at least one image with their story, so make it easy for them by providing a few choices off the bat. He specifies that these images show off how "the app looks to use," not screenshots with marketing text like you'd find in an app store. Owen Williams , Bryant's teammate at The Next Web, says he's always looking for good imagery in a press kit. Story requirements aside, reporters want to see what you're describing, so keep the following up-to-date in your press kit:.

The assets you provide will depend on your business—screenshots and screencasts, for example, are a no-brainer for app companies. But don't be afraid to think outside the box: Plus, they also imply who Zipcar's target users are. If your company is on the smaller side and you're not beholden to nondisclosure agreements , it's helpful to go beyond a list.

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You can do that in the form of case studies , testimonials, or statistics. Shopify, for example, offers short statements from small business and entrepreneurs who rely on their ecommerce platform—they link each quote to that shopkeeper's store, too. If available, include a few clips of past media coverage to showcase what others have said about your business.

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Try to balance positive media buzz with objective coverage, such as a write-up by a news-focused publication. Media coverage makes your company look more attractive to potential investors, partners, and customers, too. Advertising has long been the model that has kept publications afloat. Though most of the digital advertising real estate has been concentrated to platforms like Facebook and Google, companies are still trying to sell ads to keep the businesses alive.

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