How to create an effective press page

Picture the scene. You’ve been trying to put your business on the map. Seeking out media coverage to sky-rocket your blog’s visibility. The phone rings, you answer and it’s a journalist from a national paper responding to a tweet you sent about some of your content. They are publishing a discussion piece about the topic and want to feature you. The journalist explains that the turnaround is tight and after chatting to you he asks for a link to your press page. He wants to grab the images/bios that he needs. Can you give him the link? Do you have a press page?

Being featured on established websites, in newspapers, on radio, TV and all other forms of media allows you to borrow the trust that the readers/viewers have with those publications.

Journalists are often extremely busy; frequently working to tight deadlines, so you need to be ready. If you’re not, they might pass on you for the opportunity and the coverage will be missed. You need to make their lives as easy as possible.

Press kits contain information that helps journalists when they choose to feature you. They reduce the effort, limit the back and forth and make everyone’s life easier. Anyone who wants to feature you in their publication can find the facts, figures and other information they need from your press kit.

Press kit or media kit?

If you’re a blogger you will probably have a media kit and while sometimes media kit and press kit are terms which appear interchangeable, there are some differences.

A media kit will be focused on how you can help brands. A press kit will take more of an overview and focus on you more too. It could share your story as it pertains to your business.

To set up your a press kit you could use a page on your site or have a document accessed by a downloadable link.

What should be included in a press kit?

Press kits should be focused around giving people basic details in a concise way. Make sure it is clear over clever.

Here are the most important factors to include:

• Your story –  This is your why. Share a little about who you are and how you came to be doing what you are doing now. You might include your mission statement, as you will want to give an insight to your brand.
• Company overview – Background information about your business. Stats, key figures may also be included to give an idea of where you are with your business.
• Contact details –The journalist or person that wishes to feature you might need further information so make sure you include your contact details.
• Noteworthy press coverage – Include any press coverage you’ve already received. This will help with social proof.
• Business awards and accolades – These will add to your credibility and also play into social proof too.
• Product information – If you have products then give a clear and concise description of them here.
• Logos – Share a few different logo options and various sizes.
• Additional media assets – This could include high-resolution photos of you, your team and products. Label each photo clearly as the people using them will not know who is in the shot, for example.
• Bios – Including various bios means you are giving people the info they need, while at the same time ensuring the consistency of your message.
• Social media audiences – Share the numbers and strength of your network.
• Quotes: You could include typical quotes from you that people can use straight off the page.
• FAQs: This can be so useful in cutting down the number of emails back and forth.

How to create a Press page

Simply add a new page to your site and start typing. Once you’ve covered all the things I’ve just shared you will have a really useful press page, which will both serve you and hopefully help the process of being featured.

How to make the most of this page?

This page will not be useful to you if you hide it away in your archives. So make sure it’s easy to find on your site. Link to it in your navigation bar and maybe in your footer. You can also put links on relevant posts, within your contact me and about me/Work with me pages.

Your press kit won’t get the publicity for you, but it will mean a much smoother process when you do secure features. I hope this has given you the information you need to create an epic press page.

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