Manage Your E-Reputation: Develop an Online Media Kit for Your Brand

by Bryan Bjerke
January 1, 2011

News, special promotions, product launches. In the ag industry when your company wants the media’s attention, you can usually get it. And when you do, the media will have some basic questions about your company. Instead of asking you direct, they will probably search for you on the web. They’ll no doubt find a number of ways to learn about your company including: industry articles, Google searches, past media coverage and, of course, your own website. The question is will you like what they find out about your company.

It’s easy for a company to neglect its own brand and the messages it should convey, thanks to the day-to-day necessities of running a business. At Paulsen we encourage our clients to ask themselves: What are we doing to control our brand’s message? How can we inform people positively and truthfully about who we are?

If the answers are unclear or you have to search your own website to find out, then it’s time to rethink your digital communications strategy and consider creating an online media kit as part of your branding effort.

We encourage our clients to take control of their brand message by working with us to create an online media kit for their corporate website. An online media kit is a section of a company’s website that can be used to post current company information, like news releases, media contacts and leadership bios. It’s an “about us” page married to the traditional “news room.” The goal of the electronic media kit is simple — create one source for the company’s audiences to learn about its services, people and history.

Every company has various areas of focus but, in general, an online media kit should have the following categories:

Corporate Overview

  • Products & Services
  • Corporate Leadership
  • Corporate Governance
  • Corporate History & Profile
  • FAQs
  • Vision, Mission Statement, Commitments or Social Responsibility
  • Corporate Images & Videos
  • Locations, Contact Us

News

  • Press Releases
  • Media Contact Information
  • E-newsletter
  • Events
  • Blog, Facebook, Twitter, Slideshare
  • Careers or Job Search
  • Investor Relations

When implementing an online media section, take the following tips into consideration:

  • Make it easy to update and always keep it up-to-date
  • Push for interactive: Add video selections and demonstrations where applicable or possibly a question and answer section that is always in play
  • Contact information should be clickable for quick response

This new online media section can be a single-source, content-rich area where the media (and other important audiences, such as shareholders, employees and vendors, even the general public) can access contact information, leadership biographies, product listings, company history and local market information at the click of a button.

We work closely with clients to identify core competencies that would be of interest to the media and shareholders.

Some clients have more than one location, and can have divisions scattered throughout a region, the United States or the globe. That means there can be different audiences in numerous locations, which need a variety of information.

To solve this division of audiences for a client, we created “market snapshot” pages that allowed users to choose a city and learn more detailed information about that particular area. This also allowed us to tailor news release postings by market, so news releases about a specific market could be seen as local news instead of corporate news. The site was designed with an administrative area allowing employees to edit specific fields. This gives the company the ability to make updates without the help or additional cost of a web developer.

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