Partners, Clients, Projects, and/or Works
If you are running a service oriented business, it is necessary to show that you are “doing things” and “going places,” in your press center. The section, “Partners, Clients, Projects and Works,” can greatly enhance people’s opinion that you are a functioning, producing business.
If you are selling products, you may need a section that explains who your partners are (if you have them) or if you are working on any product development projects. Product development projects can be extremely newsworthy and may just be the “in” that you need to get noticed by the press.
You may not need all of these sections. For instance, you may only need one, like “Clients.” It will depend on your business and how many of the sections apply to your business. However, if they apply, use them, you want to use every advantage to get the press interested in your business. You never know what will strike a person as interesting. By providing a brief, clear explanation of what each section is about within your Table of Contents, your visitors will be able to choose the information that most interests them.
Here is some of the information that you may want to include in the Partners, Clients, Projects and Works section of your press center:
It will be beneficial to show your partners to prove that you have support from other businesses. It will give credibility to your business, especially if those partners are well-known. Include a link to the partner’s site, a brief description of the relationship between your company and your partner (if appropriate), or a quick explanation of what your partnering companies do.
For example – A decision to advertise on a search engine is going to greatly depend on who the engine is partnered with. Therefore, it is imperative for companies that lend out their expertise, technology, or data to have a list of their partners. Check out Google’s partner’s page. Very simple list with a link to the company and a brief description of what the company.
If you are selling business to business (B2B), you definitely want to show a list of satisfied clients. If they have a web site, link to them. If they are brick and mortar, include their business name, address and logo. Also, you may want to provide a brief description of their problems and your solutions to their problems.
If you are selling business to consumer (B2C), a better tact would be to include testimonials from your satisfied customers. Perhaps, you would call the section, “Customers.”
For example – Here are a few different sites that show client lists in different ways:
Extremely simple – because the company logos speak for themselves: http://www.sparklit.com/about/clients.spark?
Extremely complex – they show the “challenge” and “solution.” I think this is a little heavy for a press center, and this was probably designed more to show prospective clients what they can do rather than to get the press interested.
Right on target – brief but professional.
PROJECTS / RESEARCH / CASE STUDIES:
For the purpose of this article, I’m going to define “projects” as non-profit jobs that you are tackling in order to further the development of your products or services. However, on our site, we use “projects” interchangeably with “clients.” You can have paying projects or clients and non-paying projects or research and development programs. Research and development can look very good in a press kit, and may just be what the press is looking for.
For example – Microsoft has a whole site dedicated to research: http://research.microsoft.com/
WORKS / PORTFOLIO:
This would include any type of artistic composition – painting, photography, writing, music, web art, sculpture, etc. If it’s a visual medium, include a good picture of your work, a title, and a brief description. If it’s a written medium, include some excerpts and also a short description of your work in general.
For example – Here is a gentleman that offers professional voiceover services for radio, television and film narration. He has several examples of his work on his web site. In any type of sensory examples, let your work speak for itself. A link to the work and a title, will be sufficient.
The thing that strikes me about the Partners, Clients, Projects or Works pages is how dull the information can potentially be (if you choose to write rather than “show.”) In order to combat mediocrity, I recommend that you “show” as much as possible, and if you do have to write, keep your explanations concise. Most of the above examples were chosen for their brevity. In an online press center, the idea is more to incite interest in your company. It would really be the job of the standard, offline press kit to expound on the details.
Here is an example of a nicely written clients/projects/partners section. It is, in fact, broken down into 6 pages and does an excellent job of leading people to only the information that they need. It is clear and to the point. It does not overwhelm with a lot of boring information.