How to create an electronic press kit
An electronic press kit is a great way to market your online or offline business. One of the major advantages of an electronic press kit is that the printing costs are eliminated for the majority of your clients and prospects. Another important advantage is the fact that it is easier to maintain an electronic kit than it is to update hard-copy kits that have already landed on desks and in offices in dozens of businesses.
When you have an opportunity to send a kit, it’s much easier to do by email, eliminating postage and time to package the contents. Take advantage of these online kits to embed links to important sites and product catalogs.
The following steps will help you create an effective electronic press kit to showcase your company’s value and maintain a reputable presence in the marketplace.
Create an electronic version of the letterhead and logo.
An electronic press kit should utilize all of the major components of a hard-copy kit. That includes the use of high quality graphics. Your letterhead and logo are a reflection of your business and having images that are sharp and clear is essential. Make a positive impression visually by ensuring you include a high resolution image of your letterhead and logo.
Create content that demonstrates your company’s value.
Just like a hard-copy press kit, it’s vital to create compelling content that sells the value of your company. It’s not enough to talk about the features of your products or services. Your content must sell the value of what you have to offer. People want to know «what’s in it for me» so don’t leave them guessing. Make it clear. You should create separate content pages for company background, bios of key employees and management team, recent press releases or other recognition, explanation of product/services with a focus on value to the customer, customer testimonials, and any other specific information that differentiate you from the competition.
Prepare high quality digital artwork.
Letterhead and logo are not the only things requiring high quality resolution. All digital artwork should be well designed and high quality. Product photos, employee pictures, or any other pictures and digital artwork should be professionally created to ensure high resolution and clarity. The use of high quality visuals can enhance the content created for the electronic press kit.
Insert a separate media contact page.
All press kits are created for the purpose of making contact with reports, writers, clients, and influencers in your industry. Include a separate media contact page so everyone knows how to get in touch with the right people when they have questions. Include several contact people, their email, phone, and office addresses. Explain their responsibilities so others will know the best contact resource. Clearly label this media sheet for easy access.
Assemble the electronic kit.
Once all content has been written, graphics have been created, and digital artwork has been finalized, it’s time to assemble the electronic kit. It is a good idea to put each document on a separate page with the company letterhead or logo. Copy and paste the documents into a file and save each one with a different name. For example, you will have a file for «Company Background», «Biographies», «Catalog», «Customer Testimonials», and other major headings. The best tool for this type of work is to utilize a word processing editor and converting your files to Adobe Acrobat PDF files once they are finalized. Electronic press kits can also be saved on CDs or USB drives for distribution via mail, at trade shows, and anywhere they are needed.
Aggregate all documents into one file folder.
Once you have the various components of the electronic press kit compiled, you can now zip your files for ease of distribution and access. The primary zipped file will be labeled with your company name. For example, «Acme Company Press Kit». Of course, if you use software other than word processing editor such as In-Design or Quark, you don’t need to go through this step because this file is already compiled into one neat document.
Upload the press kit to a website.
Another step that makes the electronic press kit even more valuable is when you upload it for immediate and easy access on your website. There are also specialty web-based press rooms where press kits can be housed. Creating a special tab on your own company website for «Press Kits» is a valuable way to market your business with no added cost.
Remember to update and distribute.
An electronic press kit is a dynamic marketing resource for your organization. It should be updated and refreshed periodically. Be sure to distribute the electronic press kit to appropriate contacts and maintain a version of the press kit on your website for immediate access.
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