By putting your press materials online, you give the media instant access to everything they need to know about you—the artist—and your art. . . making it easy for them to fill in the gaps of their latest piece quickly and before deadline.
Aside from the obvious elements (like a headshot, press release, and art samples) your press kit should also include the following:
If you include only one thing in your media kit, “it should be video,” says Lisa Elia, CEO of Lisa Elia Public Relations. That’s “because it can tell your entire story and show how you come across in interviews and/or show your product in use.”
Bill Corbett Jr., President of Corbett Public Relations, agrees. “A video that includes the company CEO or founder adds credibility. Nobody is better at telling the story of a company than the founder or owner. Having your own video allows you to tell your story, not others—even if the other stories are positive.”
“Videos should be 1 to 2 minutes in length and quickly provide an overview and description of the company. And it should contain elements that can be used as b-roll for online and broadcast reports,” says Corbett.
“By doing so, the viewer can see the individual’s interest, expertise, and passion,” Corbett continues. “This aids in building rapport with members of the media because being able to look a person in the face and seeing how they act and communicate can’t be equaled in writing.”
“And if, for example, you are having a press event or press conference, a reporter could spend a few minutes watching a video and understand the entire background of the company. Or perhaps after the press event in the car they may need to confirm names and information.”
2. Previous press coverage
“Previous press coverage serves as third party validation,” says Lisa Klug, author of Hot Mamalah & Cool Jew. “It helps tell your story, gives the press an idea of what has or hasn’t been covered.”
3. A biography
“Every online press kit should have a well-written, compelling biography,” says Gary Frisch, President of Swordfish Communications. “Chances are, the artist had her share of challenges to get to the point she’s at today, and a good biography could highlight those obstacles.”
“The media loves stories involving conflict or adversity,” Frisch continues, “so including these elements are a sure way to grab attention.”
4. Contact information
Trace Cohen, president of Launch.it, says, PR Kits “can’t be without contact information. It sounds simple, but I’ve read hundreds of press kits that have no contact information and it defeats the purpose.”
Editor and freelance writer, Tiffany Silverberg, agrees that contact information is important, but suggests taking it a step further by providing “a clear Call to Action.”
“It can be easy to fill a media kit with great information and facts, then forget to make the next step obvious,” Silverberg continues. You should “end each media kit with clear contact information and social media links—which act as a second level of commitment.”
“Even if the reader decides not to contact you directly, connecting via social media keeps the relationship alive—in a way that an otherwise just closed window wouldn’t.”
And there you have it. . . with just a few tweaks, your online media kit could be set to wow the press and gain you the coverage you desire. Good luck!