So you’ve gotten a mobile phone, a Palm Pilot, an automatic office full with teleconferencing, distant-access, Website and e-mail addresses. So what? Just because you’re always available to the media doesn’t mean the media has easy access to your clients. What is going to your excessive-tech office be capable to do when a reporter wants a press equipment at 7 p.m. on a Friday evening? Nothing – except rapidly prepare the exhausting copy equipment for a pricey in a single day shipment.

There is a simple method to eradicate the need for protecting a large stock of arduous copy press kits and scale back your dependency on the transport company guy: publish your clients’ press kits online.

Making the transfer from onerous copies to press kits revealed on-line which might be always-accessible is important in right now’s age of e-mail. The company world lives by e-mail; reporters and different media professionals are no different. These persons are busy and time is at all times of the essence after they’ve obtained deadlines breathing down their necks. The choice to use your consumer in a narrative as a substitute of another person is contingent on whose info is best to get. If it takes all night on your client’s press package to reach their desk, you might get bumped.

I know what you’re saying right now. “However, Drew, I e-mail my purchasers’ press materials to the media.” Effectively, that’s great, but simply because reporters use e-mail doesn’t imply they open every stranger’s message that arrives of their inbox and it particularly doesn’t imply that they even bother opening your attachments. Why? As a result of it’s too risky.

To start with, everyone is aware of not to open an e-mail from someone you don’t know; particularly if there’s an attachment. This is e-mail security 101. Unusual e-mails with attachments usually mean one thing: virus. Not less than, that’s the take of most business’s firewalls and anti-virus safety systems. Chances are you’ll think you’re making waves by mass e-mailing your media lists with hooked up press releases, however what number of calls are you getting back? Not many, since your important e-mail has been tossed out with the “wasser” worm and people annoying “enlargement” e-mails.

So what’s the solution? Reject technology and start snail-mailing and faxing again? No. Embrace expertise and publish your press kits online.

Now, an internet press equipment isn’t a Web site. Don’t be confused by the term “online.” Though an online press equipment will be displayed on-line and present data like a Web site, it is really a virtual folder or briefcase that means that you can add and retailer your press materials on the Internet. Once in your online press package folder, these documents and pictures could be distributed as hyperlinks – not attachments.

Whenever you prepare your sharp, concise e-mail pitch to the media, you merely insert links to your clients’ press kits. When the reporter clicks the hyperlink, the document may be opened and saved on their computer. It opens like an attachment, but the paperwork themselves live online. As a substitute of piling them onto your e-mail, you’re simply offering instructions (a link) to get to them. They become a part of the e-mail message, so a media outlet’s virus protection system won’t mechanically kick it out of the system.

Nearly anything will be uploaded to an internet press kit: press releases, high-decision images, video and audio clips, graphics and more. Plus, since you have got control over your online press kits, you’ll be able to all the time be sure they’re up to date.

Now you’re thinking “Wow, these items sound great, but I bet they’re expensive.” Not necessarily. Although there are on-line press kit applications available that cost into the 1000’s, they usually include extra options you don’t actually need and can most likely by no means use. Think of the online press package market because the binder or folder aisle at your favourite office provide store. Sure there are binders with all types of extras, however you go these by for what you need and the worth you may stay with.

Face it – technology is only going to get higher and faster. Don’t be left in its dust trying to wave down that brown truck together with your emergency overnight press kit. By going online along with your shoppers’ press kits, you’re not solely making them simple to entry, but straightforward to cover by the media. The media loves that – and so will your clients.

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