How To Make A PDF Media Kit

Public Relations At Your Fingertips

Many upstart Internet businesses undervalue the power of Public Relations. It's common for website owners to concentrate solely on building websites that focus exclusively on sales. Relatively few Internet Marketers who provide business-to-business services, for example, supplement their efforts with tools such as Media Kits and News Releases.

Why hold your own message hostage? PDF Media Kits and News Releases help online businesses of all shapes and sizes build name recognition and brand identity. At the same time, Media Kits and News Releases help merchants position themselves as authorities within their areas of expertise. If you're new to online commerce, a small investment in time can help you create important tools that educate members of the media, customers and prospects about your products, business philosophy and depth of your knowledge.

If you're a veteran of online business, ask yourself if you're doing anything beyond creating sales sites and taking care of back-office duties. If the answer is no, invest some time in creating a PDF Media Kit and News Releases that showcase your business and create positive Public Relations. A single interview with a newspaper reporter, for instance, can help your business gain credibility. Meanwhile, a customer impressed by your professionalism might just share his or her positive feelings with other customers.

Media Kit Essentials

Using free software such as Open Office or Sticky PDF Creator, write the "short story" of your business. Convert it to a PDF file, and make it available on your website as a download. Invite website visitors to download it and save it on their computers. If you sell digital merchandise or provide digital services, insert your Media Kit in download packs. Name the PDF "About[CompanyName"].

Your PDF Media Kit can be elaborate or simple. It perhaps is easiest if you "start simple" and tailor your presentation as you go along. Make sure your Media Kit reflects your business values. It should educate and inform interested parties without using sales "hype," and should include:

• Fonts and colors that best represent your business and show a professional touch.
  
• A short business biography.
• A mention of your credentials and specific areas of expertise.
• A photograph of yourself, a logo or a product
• A URL or email address through which interested parties may contact you for more information or to arrange an interview.
  
• A mention of your community, charity and professional involvement.
• A brief discussion of your business philosophy. (Explain your slogan, for example.)
  
• (Optionally) A list of "Frequently Asked Questions" (FAQs). One reason you may wish to include this is because it might make a reporter or customer's job easier. Anticipate questions, and answer them.
  

News Release Essentials

News Releases are used by companies large and small to inform the media, customers and other interested parties about news and developments within the company. Use a News Release to introduce a new product, for example. If you've recently received an award, announce it in a News Release. Have a new business partner? Tell the world in a News Release. Has your business expanded? Is a new client on board? Work with your partners to develop a positive brand identity by issuing a News Release.

Like your PDF Media Kit, your PDF News Release should educate and inform interested parties. It should include:

• A photo of yourself, a logo or a product photo to help with name recognition and branding.
• Contact information.
• A newsworthy headline.
• A dateline (city and state).
• Actual news, not sales "hype" disguised as news.
• A boilerplate (About[CompanyName]).

Media Kits and News Releases help you "hold hands" with influential people, including reporters, business writers, bloggers, fellow merchants and customers. Think about these things when creating your Media Kit and News Releases.

• Am I helping make a reporter or a customer's life easier?
• Am I making it easy for interested parties to contact me?
• Am I showcasing my professionalism?
• Am I presenting my business in the most positive light?
• Am I anticipating questions interested parties might ask?
• Am I answering those questions?
• Have I proofread my Media Kit and News Release?
• Am I just bragging, or am I writing with professional detachment?

Your goal should be to become a "turn-to" source for business information. Media Kits and News Releases help online merchants expand name recognition, brand recognition and engender trust. A small commitment of time and energy helps Internet Marketers and other online merchants position themselves as experts in their fields and become part of the discussion.

Start "simple." Tailor your Media Kit and News Releases to reflect your business and define its values. Update your Media Kit as your business grows and expands. Remember that News Releases help spread the good word about you and expand your sphere of influence.

About Patrick Pretty: Fantasy branding expert "Patrick Pretty" is a longtime writer and editor, and the author of "Simple PDF News Release Strategy For Internet Marketers." Patrick has worked in offline publishing for more than 20 years. He embraced the power of the Internet for online pursuits in 2005.