Elements of a Press Center
Your press center (also can be called a press kit, press area, or about us) contains information about your business. It will allow you to give others valuable insights into your business. You should have both an online press center (if you have a web site) and an offline press kit. The press kit should be an integral part of your marketing plan and continually updated and developed.
The online press center may contain the same basic information as an offline kit. Your online press center will be seen and used by more than just the press. It may be read by potential clients and customers. Therefore, it is important that you write it in a “web-friendly” format. This includes using the general writing strategies outlined in the article Web Writing Strategies.
To see an example of a press center visit our About Us section.
Our online press center is short and to the point. Throughout this tutorial we will give you several options for elements of your press kit. You may need to include all of the elements, you may choose to include only a select few, depending on the particular needs of your business.
- Table of Contents:
The Table of Contents will organize your press kit. For an online kit, you will provide links to all of the elements and a brief explanation of each page. For an offline kit, the Table of Contents will help the media quickly find the information that they need.
The Backgrounder will be a description of specific products or services. You may also need a backgrounder for your company, as a whole. For a product it may include what has been done in your field before you came along, the problems your field has encountered, and your resolution to those problems. A company Backgrounder will include where you’re located, when your company was created, the functions of your company, information about your products/services, and information about your industry.
Your history will include how your business started, where you’re at and where you’re going. You can get very creative with your history. You may even choose to write it in a story-telling format – including such details as what prompted you to start your own business.
- The People Behind Your Business:
Include pictures and biographies of the people that run your business.
- Projects, Clients, Partners and/or Works:
This option is for businesses that have associations, partners and/or clients. Also, if you are in a field where you can present your work (i.e. writing, art, design, etc.), in your online kit, you might include links to your work. In your offline kit, you may present examples of your work or list your partners, associates or current clients.
Testimonials are gathered from happy customers. Include their name, their title and company (if applicable) and what they said about you. Gathering testimonials is an ongoing process. Whenever something nice is said about your business, save it and ask permission to use it.
- Press Releases:
Press releases are short explanations of what’s new at your company. They are sent out to the media. In future articles, we’ll give you several sites where you can send your release and a format of how to write a press release.
- Sample News Story:
A sample news story is a story that you write or have written about your business. It should contain current, newsworthy information.
- Articles by Other Sources:
Find every reference to your business by other sites and news sources that you can. Include either the full story (printed) or a brief write-up and links to the full story (online).
- Contact Information:
Include all the ways that the media or customers may contact you – email, physical address, phone, and fax.