Newsroom - Press or Media Kit

An effective EPK (electronic press kit), like its printed predecessor, is designed to help members of the media develop stories related to your business, products, or services. Your press kit should contain all of the content a reporter, producer, or blogger might need to tell your brand story within their coverage area. The content will vary depending on what industry you’re in, the size of your business, and the type of media you’re targeting for coverage.

Your digital press kit can be created in a variety of acceptable formats—from a PowerPoint deck to a PDF file—however, a dedicated press tab on the company website is best, because it creates a one-stop shop for all your company information.

What Is Included in an Electronic Press Kit:

  • Company Backgrounder
  • Management/Staff Bios
  • A Selection of Important Press Releases
  • Products/Services Fact Sheet(s)
  • Case Studies
  • Noteworthy Press Coverage
  • Industry Awards and Accolades
  • Digital Artwork
  • Contact Information

  1. Company Backgrounder

Williamson Wines is a vertically integrated producer of fine wines, headquartered in Healdsburg, California in 1988 and wholly owned by the Williamson Family.

The company owns, leases and sustainably farms fifteen vineyards throughout Napa and Sonoma Counties from which they produce forty-five limited release fine wines each year. The wine portfolio includes several sparkling wines, and a wide range of white, rose and red wines produced in single-vineyard, single-varietal lots as well as a range of blended wines.

Uniquely, Williamson Wines are never available through stores, restaurants or distributors. Williamson Wines are all reserved for wine club members, available via their web site shop or directly through their Healdsburg tasting facility.

  1. Management/Staff Bios

Bill Williamson - CEO. Bill is an Australian who put down roots over forty years ago in Healdsburg and whose accomplishments include successful farmer, winemaker, food lover, author, software entrepreneur and businessman.

Dawn Williamson - COO. Also Australian, Dawn controls day to day operations of marketing, sales, finance and accounting.

Sam Williamson - Brand Ambassador. Sam travels and entertains wine club members across America and abroad on the Australian and European wine club trips. A graduate of Sonoma State University, Business School with a major in Marketing, Sam has been involved in vineyards and wine for most of his life.

Paul Williamson - CIO. Paul is a system architect and software engineer specializing in cloud based applications. Paul is responsible for the development of the winery sales and marketing application called GrapeGears, a subscription service used by wineries throughout the USA and Australia.

  1. Press Releases


  1. Products/Services Fact Sheet(s)

Williamson Wines Products

Wines SPARKLING: Fizz Champagne; Bliss Sparkling Shiraz; Bubbles Sparkling Malbec ROSE: Adore Grenache Rosé; Tickled Pink Meritage Rosé; Frivolous Pinot Noir Rosé; Desire Napa Meritage Rosé
WHITE: Joy Sauvignon Blanc; Gertie Gewurztraminer; Relish Roussanne; Frolic Viognier; Caress Cuvee Blanc; Amourette Chardonnay; Chantilly Chardonnay
RED BURGUNDY: Passion Pinot Noir; Rapture Pinot Noir
RED RHONE: Embrace Grenache; Heritage Shiraz; Harmony SGM; Enchant Trinity GSM; Elate Grange Cuvée
RED BORDEAUX: Allure Meritage
Folly Mélange
Clarissa Vin Rouge
Entice Cuvée

Outline the most important features and details in quick simple bullets. This is where you should include things like pricing, where to purchase, what sets you apart from the competition, and so on.

Additionally, it is helpful to include Frequently Asked Questions (FAQ)—especially if the industry, product, or service is technical in nature or changes on a consistent basis. Including this section in an electronic press kit is helpful for the reporter and may also spur an additional idea that the writer had not previously thought of.

  1. Case Studies Case studies are another great way to showcase the effectiveness or success of your product to the media. When crafting this document, think of it as customer testimonials taken to the next level.

However, remember that an electronic press kit is for the media, not for marketing purposes. Be sure that any collateral, including case studies, do not have promotional ties. It is common for the media to include these items in their articles, but they will not use it if it is from the angle of self-promotion.

  1. Noteworthy Press Coverage This is your chance to brag! Press begets more press because it shows journalists that other outlets care about you and what you’re doing. It will make them more inclined to trust you as a leader in your field and include you in the stories they are working on.

In particular, journalists that are working on broadcast stories are more likely to use your company’s thought leader if he or she is able to show examples of previous on-camera experience. Draw attention to this; letting them know what examples of your thought leaders are visual versus written, because they won’t have the time to click on all of the links.

Need help tracking your press coverage? Here are some tools you should have in your PR press stack.

Lastly, remember that every article is copyrighted, including the outlet’s logo/image. You can include the name of the outlet and a link to the original article in the electronic press kit, but you cannot make a PDF, rewrite the article, or use the outlet’s logo without the proper permission.

  1. Industry Awards and Accolades Again, toot your own horn.

Any awards and accolades underscore your importance in your field and position you as a company the media needs to know about. This section should also be kept updated while omitting awards that are too far in the past because they may draw attention to the notion that your company hasn’t won anything lately.

  1. Digital Artwork This will vary depending upon your industry, but artwork files that are typically included are high-resolution logos, product images, and headshots of key members of management or celebrity spokespersons. If you’re just getting started with your company and have yet to design a logo, consider using a DIY generator like “Logaster logo maker”.

Include all digital assets that are media-ready, meaning they can instantly be put up onto a website like CNN.com or included in TIME magazine to help tell your story. You may already know that the trend of visual content marketing is on the upswing, and the use of interesting imagery is just as important to PR. This is an area to invest in.

You should consistently update photography so that you have something new to offer outlets on a regular basis. Be sure that you have the rights to every image, for both sharing and reprinting, before putting them in your electronic press kit or passing them along to the media.

Why stop at images? Here are three other visual assets you can use to gain the attention of both the media and your audience while sticking to your brand message.

  1. Contact Information Be sure to clearly indicate who the best contact is for press inquiries and include every possible way that person can be reached. Media is often on a tight deadline when writing a story, so to avoid missing any opportunities, make sure your contact is someone who consistently checks their email and voicemail.

When creating your electronic press kit, keep your audience in mind. Take a step back and think about what a reporter would need to accurately portray your business’s story. Also, remember to keep things up to date so you are ready to share your electronic press kit at a moment’s notice. Lastly, a well-done electronic press kit will show journalists that you understand their needs, which will ultimately help you to develop stronger relationships with the press you’re pitching.



In inbound marketing, we have the concept of the buyer persona, which is your ideal client profile. Next to investors, shareholders, and employees, the media (i.e., journalists, influencers, bloggers, and so on) is another stakeholder persona whose ideal profile you need to define—just as you do for your potential buyers.

When it comes to the buyer persona, you are probably creating subpages on your website called either Downloads or Resources where you host all of the content you have produced for these personas over time, including e-books, guides, videos, feeds of blog posts, and so forth. However, very few companies treat their media personas in the same way.

Only the Big Guys Have Newsrooms While writing my book, Inbound PR: The PR Agency’s Manual to Transforming Your Business With Inbound, it was difficult to find good examples of small and midsize businesses (SMBs) with a newsroom. Only the big brands seem to have embraced the opportunity. For example, Cisco has a terrific newsroom. So does Lenovo. If you want a B2C example, don’t look further than Coca-Cola or Red Bull.

So why are smaller companies shying away from leveraging an inbound PR newsroom on their website?

Because they believe that newsrooms are only for the big guys and as such, fail to see the potential ROI.

Combine inbound marketing and PR to increase visibility, credibility, brand recognition, and the potential to reach your target audience.

What Media People Want Research shows that only 6 percent of journalists feel that digital newsrooms meet their expectations. In addition:

Ninety-five percent of reporters are accessing company websites at least monthly and 41 percent are visiting newsrooms daily. Journalists rank the following features as most important when it comes to a digital newsroom: having accurate contact information (90%), access to photos and video content (76%), current news and information (71%), and easy search tools to find content (55%). Sixty-nine percent of journalists never subscribe to company emails, yet 50 percent say that it’s important to be able to subscribe.

Inbound PR Is a Must What this data shows is that media people want to be treated the same way as buyers—with an inbound rather than an outbound approach. They go through a research process of their own, via company websites and content, in order to either find an idea for a story or decide who and what information they want to feature in an upcoming piece.

This research process is all inbound because if you have a great newsroom, you’d be able to pull your media persona to you rather than having to push non-stop content at them through pitching. Not only will you be more effective this way, but you’re also saving yourself and the journalists time. In their crazy jobs, they’ll appreciate that.

So how do you create the ultimate inbound PR newsroom? As part of the research for my book, I identified the formula for the perfect newsroom.

17 Essential Things an Inbound PR Newsroom Needs Recent media coverage Press releases (current and archived that can be sorted by year, product/service, topic, and so on) Byline or guest/contributed pieces for other outlets Sortable research or studies and white papers Product/service info, fact sheets, and guides High-quality visual materials (e.g., images, logos, or videos, in different sizes and formats) Case studies and testimonials Interviews or videos with important people from your company Events and speaking engagements of prominent people at the company (past and upcoming so that media peeps know where you are going to be) Podcasts and webinars (with presentation slides, maybe a SlideShare feed) Online media kit with company history and FAQ Executive bios and awards, as well as company awards Investor and financial information (if relevant) Contact details to make it easy for the media to contact the right person at your organization (even after-hours PR contacts in case of an emergency) Blog feed and social profiles links or even the company Twitter feed Search and sort functions (over time, you’ll end up with a lot of content so from the start you need to design an easily searchable and sortable website architecture for your newsroom) Subscribe options for the media to follow what’s happening in the newsroom

The architecture of your newsroom is extremely important. Just as you design experiences for your buyers, you need to do the same for your media personas so that you can ensure that each and every one of their visits is remarkable. That happens by carefully planning things such as menus, subsections, above-the-fold info, and so on. The 17 things I mentioned above are a lot, so you need to spend plenty of time thinking about how you can combine all of the content and where you should put each item in your newsroom.

Finally, you need to treat your newsroom like part of your own marketing strategy. No one wants to see a blog that was last updated a year ago, so update your newsroom regularly and optimize your content for search. Your agency (if you have one) can help you with tha