Having done some time as a news reporter, I can speak first-hand to the value of an effective press kit. Reporters are busy, or rushed, or lazy, or sometimes all three: They don't want to have to dig for information about your company. And, since they can easily turn to another organization as a story source, they won't.

Given the ease of online publishing, there's no excuse for a company not to have a current, effective press kit. But why are press kits missing from so many Web sites? What's their real value? What must absolutely must be in your press kit? And what should you leave out? What are the details that make a difference?

Last week, veteran PR expert Gail Z. Martin hosted a MarketingProfs virtual seminar about how to put the power of a press kit to work for your organization. I interviewed Gail about the highlights of that broadcast, as well as the nitty-gritty we couldn't get to in the 90-minute broadcast.

Q: So Gail—broad question to start: Why should companies have an online press kit?

A: Most reporters rely on the Internet for research. So do a growing number of customers, potential partners, suppliers, and vendors. An online press kit is an important way to make sure your story gets told correctly to all your important constituencies.

Q: Should every company produce a press kit as part of their Web site?

A: Yes. Online press kits remove the expense factor. Even a very small company can write up bios, an FAQ, fact sheet, and history/timeline. If you don't have a press kit, you've already lost control of the message.

Q: What are the top five elements an online press kit should contain?

A: Top exec bios and a fact sheet are must-haves. FAQs are nice, as are company histories, timelines, reviews/testimonials, awards, recent publications, recent press releases, photos; possibly Web audio and video are also good additions, depending on your company.

Q: A lot of the content you suggest could essentially be considered very similar to the company Web site itself—especially for "brochure-style" Web sites. How does the digital press kit differ?

A: I think there's a huge difference. A brochure-style Web site (which is not effective as a format, but is certainly common) is not going to provide the information as concisely as a press kit. A press kit exists to make it easier for the media to get the details right about your company, while your Web site exists to make a connection with your customers and prospects.

Q: Is there a difference between a press room and a media kit?

A: A "press room" is the online media area of your site. A media kit is a packet of essential, easy-to-use detailed information about a company, product, or event. You can have multiple media kits in your press room.

Q: Where on your site should you place the link to the press kit?

A: Make it as easy to find as you can. You should be able to link off the homepage.

Q: And what do you call the link in the navigation bar? "Press kit," "media kit," or something else entirely?

A: Don't make the title cute. "Press page" or "media kit" is just fine.

Q: Do you recommend that you include media mentions of your product or services in the media kit?

A: Don't turn it into sales material. Give a brief description of what your product does—perhaps in various lengths, such as 10 words, 50 words, and 100 words. Provide a low-, medium-, and high-resolution digital photo for download.

Q: Can you use the cover of the magazine in which the mention appeared without fear of copyright issues?

A: No, you can't show the cover of a magazine in which you're article appears without permission (and usually without paying for the reprint rights). You can say, "See the recent article about us in Inc. Magazine," and have a link to the article on Inc.'s site.

Q: Similarly, do you need permission to print someone's name if they gave you a testimonial?

A: Yes, if you're going to give first and last name and/or company, you need written permission. You can quote anonymously or just give a first name, but in most cases (unless the need for anonymity is obvious because of the nature of your service, like bail bonds) a quote without a name or without a first and last name isn't as credible.

Q: Do reporters want to receive media kits by snail mail or email? Should you send them at all?

A: The answer is—yes. In other words, reporters differ on their preferences. I wouldn't send any attachments via email—send an invitation to visit the new or newly updated media kit page and a link. I would only send out snail mail kits if there is a good reason (from the reporter's view), such as a new product launch or an impending major event.

Q: You are a fan of including "sexy stuff" in your kit. Like what?

A: Web audio or Web video is "sexy" because it's interactive, it moves and it talks. Also, 360-degree tours can be fun. Appropriate-humor video using your product can be viral—which means it is so cool people post it on their own sites and pass it to friends.

Q: Can you think of an example?

A: Imagine the Geico gecko breakdancing with an ending on the Geico logo. That's the kind of things people pass along. But it's still promo for Geico.

Q: For a privately owned company competing with several public companies, how much should it disclose to keep their information being used against them by competitors? In other words, how much information do you suggest a private company include in the press kit? What should they definitely leave out?

A: Corporate paranoia always amazes me! You don't have to disclose earnings, product prices, or obviously any proprietary data. If you've legally protected you're assets with trademarks, registrations ,and patents, then talking about a product that's on the market isn't going to give anything away.

When you talk about your product, you gain control of its positioning. When you don't talk about your product, you let your competitor position your firm. Which would you choose?

Q: If a company has many different media audiences, should it consider catering a press kit for different outlets? For example, will a reporter self-identify in a press room and click on the kit created for travel writers vs. mainstream news outlets?

A: Yes, I think reporters will gravitate toward the kits that best suit their needs. There's no harm done if they elect to read all of the kits, but most don't have the time. Don't forget—you can also create kits for specific events, locations, and holiday packages, too.

Q: You suggest that companies flesh out story ideas in the press kit. How much of the story should be "packaged" within the press kit?

A: I think that a page with ideas and about a paragraph of explanation per idea is probably fine.

Q: What length of time is appropriate to include in a chronology timeline? Is there a rule of thumb for companies in business for 5 years, 10 years, 50 years?

A: Your chronology is the time you've been in business. What are the milestones? What are your big accomplishments? If you've only been in business 5 years, you're timescale is in months or years. If you've been in business 100 years, your timescale is probably in decades.

Q: What are your thoughts on distribution methods (PRweb vs. BusinessWire, or other wire services)?

A. The distribution services really vary by price and their targeted media lists. It depends on the audience you want to reach and what you can afford to spend.

Q: What kind of images should press kits contain?

A: Executive headshots, product shots, a photo of your headquarters and each location, perhaps a production-line shot if applicable, or a shot of the product in use. Or, if you're a tourist attraction, outdoors shots and photos of accommodations. It depends on what you're trying to sell.

Q: How about for service-oriented companies—what sort of images should they have?

A: For all companies, be mindful of the diversity represented in your photos—age, ethnicity, gender, culture, etc. You want to show inclusivity. Service companies can show their people helping other people—try for action shots rather than people hunched around a table.

Q: What is the appropriate photo file size to post for executive headshots and other images? What's the best format to have your images saved in the Image Library?

A: I find more requests for .jpeg than for other file formats. Size depends on usage—Web photos need to be small, while photos for a glossy magazine need to be high resolution. Best option: Post photos in a small, medium, and high resolution.

Q: What kind of information should executive bios contain?

A: Avoid resumes. Focus on highlights and accomplishments. Give us a sense of personality and vision. Make the person real and not just a cardboard cutout.

Q: Should you mention a company's charitable contributions or causes?

A: Yes. If you company is taking a leadership position by being a good corporate citizen, that's important. You may find that some customers and potential partners will value that in their consideration.

Q: Is there a suggested time frame that press releases should be posted on the site, or should all be posted in archives?

A: I think one year is all most people care about. After that, really important stuff should be added to your corporate history.

Q: How about offering free "expert-authored articles" via the press kit...? Any tips in that area?

A: I'd post the free expert articles on a site like eZineArticles.com and similar sites rather than hiding them in your press kit. That way they also help drive traffic to your site and will be picked up by other sites, bloggers, and reporters.

Q: Should you include case studies, if you have them?

A: Case studies could make a very good inclusion. Make sure they are benefit-oriented and tell a coherent story. Always get permission from your clients before using their name or using identifiable information, else blur the company identity and avoid identifying details.

Q: Is is appropriate to offer executives to speak as experts on a subject area? Does the press appreciate a company contact and expert to verify and validate their story?

A: Absolutely. We call those people "subject matter experts" (SMEs), and they can be valuable resources. Good SMEs are knowledgeable about their industry, can speak without launching a sales pitch, and are easy to reach on short deadline.

Q: How do blogs fit into press kits? Can press kits have blogs attached to them?

A: I think a blog can reference a press kit and a press kit can have a link to a blog, but it's not really the same as "attaching" them. Blogs are more of an ongoing dialogue with readers in your industry—either peers or consumers. Good blogs aren't just promotional—they're informational. Be careful about mixing the two.

Q: How are companies using RSS to tell their story?

A: RSS is "Really Simple Syndication," a way that Web sites broadcast a new posting to the Internet and to subscribers. RSS gives interested readers a way to subscribe to your press releases and your blog or podcast postings so that they automatically get every new posting instead of having to go look for them.

Q: Finally, how do you convince the C-suite that this is an investment worth making?

A: Justifying the continued existence and budget of the marketing department is always marketing's most difficult pitch! :) You've got to invest in C-Suite education. And if that fails... show them what your competition is doing!