Over on MarketingProfs (free registration required), Gail Martin has posted this article about press kits that’s worth reading.

One of the more overlooked elements of an online presence for companies big and small is the press room. Understandably so, as companies are mainly concerned about dealing with the online needs of customers and potential customers before they deal with reporters and publicists.

As Gail writes: “By putting the power of your press kit to work, your company can enjoy more accurate media coverage, more exposure for story ideas, and more complete information through press coverage.”

Indeed. But a smartly developed online press room can do even more. Not only do the materials there help shape the story for any writer focusing on the company, but the materials can (explicitly or implicitly) say plenty to potential investors and business partners.

There are positive SEO implications that can be enjoyed from a properly developed online press room, too. And if there’s some sort of company-specific or industry-wide crisis to which your company needs to respond immediately, your press room better be set up to accommodate a statement today, not three weeks from today.

Takeaway for marketers: Take a close look at your online press room … after you put yourself in the mindset of a writer composing an article about your company.

This entry was posted on Tuesday, January 8th, 2008 at 10:46 am and is filed under Internet Stuff, Marketing Stuff, Marketing Takeaways.