A couple of weeks ago, I talked about how developing, outlining, and creating a media plan can have a remarkable impact on helping to achieve your Website goals. Another important element to successfully marketing your site is providing the right content and materials to the people who can have the most influence in getting your site and organization name "out there."

Media kits are a helpful way to capture the attention of those with the power to reach mass audiences, as well as to provide relevant, useful information with minimal time taken away from your other site business. Journalists, of course, make use of media kits, but a well-prepared and presented media kit can also be extremely useful to bloggers and other online "movers and shakers" that can drive your traffic up and help you see better online results. (Just this morning, I was visiting the site of a local Minor League Baseball team desperately trying to locate a free-use graphic of the team's logo - I couldn't find it, which both frustrated me and made the newsletter in which I had hoped to publish it much less effective and captivating!).

As a former journalist, I can say from experience that media kits are not only helpful, but also can sometimes be the difference between being covered and sliding to the bottom of a neverending "to do" list. The rules are no different for bloggers, online reporters, and notable industry professionals. These are busy, busy people, and if you want them to notice you and your organization, you need to present your information quickly, conveniently, and in a way that will capture their attention. Truth be told, when I worked as a reporter, I rarely, if ever, passed on a story where someone offered me a well-presented media kit.

We have drawn several parallels between concepts that work for both the news media and online companies, including the use of blogging by the news media. In cases like media kits, websites may even have a bit of a benefit over traditional news media by being able to offer cost-effective online media kits without the expense of printing costs. For online organizations, a little time taken to develop your media kit well can be pay off big in the end. Let's take a quick look at a few of the components you might consider for your media kit.

1. Fact Sheet

Your fact sheet should feature just what it says - quick facts about your Website or company. Start with the most basic information, including contact information, how long your Website has been in operation, and what exactly it is that you do. The fact sheet should be no more than one page in length, and should be designed in a way that someone can quickly scan the information and get a general overview of what your site is about. The fact sheet is not the place for "fluff," sales pitches, or brilliant PR writing. Stick to snippets of information. A good journalist or blogger will be able to take these facts to develop their own understanding of your company - the PR will come later on!

2. Photos & Logos

Provide a link to downloadable photos and logos related to your Website in various resolutions. At the very least, provide a downloadable logo. This will help whoever is covering your site begin to visualize what their coverage will look like in a graphic … which will put you one step closer to actually getting covered. Another hint: Offer them in both color and black & white. Most online organizations are obviously going to use a color logo or photo, but if they are planning on printing something, it's best to have the option of black & white. If you are offering press photos, make sure they are of a professional quality. Do not post "point and click" amateur photos if they look the part - your site or organization won't be taken seriously!

3. Demographics of Your Audience

In addition to providing information about the background of your Website, you also need to include research about your audience. If you are selling advertising on your site, this is vital to showing potential advertisers why your site might be a good advertising market for them. And even if you aren't worried about advertising, your audience can have a huge impact on who covers - and who skips over - covering your site.

4. Visible Contact Information

Make your contact information easy to find and easy to use. If an organization or media outlet of note is going to be covering you, they will be contacting you for more information. Make it easy on them, and you'll have a lot more success in getting from their initial considering of your site to seeing that final product driving all that traffic to your site!

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These are obviously just a few ideas of the basics that ANY media kit should have. You can - and should - add some snazzy features to your media kit that tailor specifically to what it is your site is about. In addition to these basic features, too, consider these tips for your media kit:

1. Avoid PR
• If your media kit is smothered in sales pitches and fluff, it won't be taken seriously - and neither will anything you say on behalf of your Website
2. Presentation is key!
• Take time to make sure your media kit is professionally presented. If you have to spend a little money and hire a graphic artist to take your content and make it appear more "snazzy," then by all means do it.
3. Use multimedia
• The beauty of online media kits is the opportunity to include multimedia features to capture attention and make an impact. Videos, podcasts, and other features can turn a good media kit into a great one.

Like with most marketing strategies, a little creativity and honing to your audience will go a long way. Just remember that the easier this information is to find, the easier - and more likely - it will be for bloggers, journalists, and notable folks in your industry to access and promote your information.