An on-line press kit gives journalists everything they need when they need it. As you know journalists and producers are always on ridiculous deadlines. I once spoke to a freelance journalist who complained, "I called this source an hour ago and she still hasn't returned my call." Their sense of time is compressed from being in a pressure cooker 24/7 to get their articles filed on time. So you don't have to live that kind of life get all your materials ready ahead of time. Here's what you need:



* Bio or Backgrounder. * Photos, Logos or Images. * FAQ or Fact Sheet. * Story Ideas. * News/Publicity. * Video. * Articles. * Your Books. * Spokesperson Credentials. * Contact/Buy Information.

If you don't have all these yet, don't worry. Build as you grow.

1. Bio or Backgrounder.

Your bio establishes you as an expert in your field and gives the media a sense of your talent and skills. Give a quick thumbnail of the essentials in a paragraph and then expand it with more details. I suggest providing headers for each paragraph for easy reading. Include all your skill sets broken down into categories for easy skimming.

2. Photos, Logos or Images.

The media want to see you, of course, particularly TV producers. Do you and/or your products make a good photo op? Make available (professional photos only) in both high resolution for magazines and newspapers and easily downloadable small files as JPGs for the Internet. If you have action photos and a logo for your business include those as well.

3. FAQ or Fact Sheet.

This is a quick list of statistics, research, and factual information that shows your subject in a national perspective. You want to let the media know that your topic is of urgent importance.

4. Story Ideas.

Stating story ideas gives the media a jumping off point for interviewing you. While they may not use the exact subjects you list it gives them a sample of the kinds of topics you can address. I like how Sandy Sandler goes against the grain of buying high tech toys by saying, "Craft projects using the Bowdabra can help unleash a family's creativity along with their dependence on technology for fun. Brain research proves creativity and problem solving abilities are enhanced and nurtured by hands-on, sensory activities for children." Who knew something as simple as tying bows could be broadened to include creativity? Notice the breadth and scope of these.

5. News/Publicity.

Where have you been quoted, profiled or featured already? Put the logos or images of the media outlets right there on your website. Link to the articles or get permission to put them on your website in their entirety.

BJ Gallagher highlights hers in a "Latest News" section. Lissa Coffey's site has good examples for the use of images. She also has some nice media raves on this page. It's reassuring to the media when their colleagues weigh in about guests. This is the one field where no one wants the virgin.

6. Video.

Post a short (two to four minute) video in Quicktime or Streaming video so it can be accessed on all platforms. (Macs can't open Windows Media Player). Any producer who is serious about booking you on a major national show wants to see how you perform. They really only need about 30 seconds to yay or nay you.

7. Articles

Where have you been published? Articles add to your credibility. The more recognizable the publication the better. If you're a columnist you have even more clout.

8. Your Books.

List the books that you've written published by a recognizable publisher. While self published books count to you, in this realm they count very little. If you're a speaker and sell your titles at the back of the room and have sold at least $3,000 copies you'll begin to have a semblance of credibility. Be sure to mention how many copies sold if it's significant.

9. Spokesperson Credentials.

If you're positioning yourself as a spokesperson potential clients want to see who you've represented and they also need to know you're a facile talker who can improvise. Jonni Kennedy who has done a nice job of visually depicting her clients. In her bio she says "In addition to countless trade shows, webcasts, videos, infomercials, and voice overs, Jonni is a seasoned broadcaster with appearances on The TODAY Show, CNN, Regis Live, Crossfire, Cartoon Network, FNN, Fox News, Home Shopping Network, and MSNBC, among others. You know from her background that she's had plenty of experience in front of a camera and speaking before substantial audiences, though she doesn't have any videos up on her site yet.

10. Contact/Buy Information.

Make it easy to get in touch and to buy. Provide an 800#, website, email address, ISBN numbers, quantity discounts, bulk sales, availability, guarantee etc. I'm always surprised at how many people forget these most important details. If you're giving away money or products to charities let it be known. Make it simple for the media to give their audience the best ways to buy your products or services.