From time to time, people ask me how public relations has changed during the two decades in which I've been seeking publicity. My answer: technology.
Twenty years ago, the fax machine was a newfangled novelty. Our primary means of communicating with journalists was the telephone and the US Mail.
The advent of Email and the web has made life easier in many regards and tougher in others - namely, thanks to hordes of clowns with money making schemes and software that "blasts" press releases indiscriminately to reporters, it's become very hard to get your Emails through to spam-weary reporters.
But there's another great advantage provided to publicity seekers by the Internet -- the ability to create an "online news room". In the "old days", the press kit reigned.
Big bulky folders loaded with press releases, glossy photos and slides were standard. They were expensive to design, costly to reproduce and required lots of manpower and postage to assemble and distribute.
Today, you can simply direct a reporter to a Web URL, where all your press materials and high definition artwork awaits, ready to be used. It's a huge time and money saver.
A quick note: the traditional press kit isn't dead. It's still handy to create some physical kits to use with key journalists, as the very novelty of printed material can give you an edge at times. Also, some journalists still prefer a physical kit.
Press kits are an important tool at trade show booths & press rooms, and special events. However, gone are the days of sending out large press kit mailings. Keep the kits for targeted use only.
