Are Paper-Based Press Kits Now Extinct?

The single most frequently asked question in our recent survey on press kits was some version of "Do I still need to have a press kit in today's digital age?"

A second frequently-asked question was "Do I need an online press kit?"

The answer to both questions is a definitive "yes."

You still need to have a paper-based media kit. AND you also need to have an online media kit.

It's unquestionable that online press kits are incredibly powerful. All kinds of advantages stem from a great online media kit:
- Reduced development and distribution costs
- Members of the media can immediately and easily access your materials, without having to wait for it to be delivered to them
- You can send reporters to a page on your online media kit while you're on the phone with them so they can see what you mean while you're still on the phone to explain and pitch it to them
- You can put more content into an online kit than a paper kit, which can then be accessed by only those interested in that specific content
- Online media kits are great for generating search engine traffic

So yes, you definitely need an online media kit.

But does this mean that you don't need a traditional paper-based press kit?

No, you still need one.

Let's look at several reasons why that's true:

1. There are many situations where handing someone a paper-based media kit is still the most convenient means of communicating your company's key messages, rather than telling them to access the online one (which they may or may not do):
- Trade shows and conventions
- Personal visits with the media (media tours and meetings with reporters in your market)
- News conferences
- etc.

2. There are some people who prefer to receive your materials in paper-based form. I met this very issue last Saturday. I was at a convention trying to decide on advertising sources for a new product. When I went to the booths of the different magazine publishers, everyone handed me a media kit, except one (huge media) company, which gave me a card to send me to their website. Though I normally prefer online media kits, in this case, I was in the midst of wheeling and dealing and wanted paper to help me make decisions on the spot. I didn't get it, which proved to be a point against them in my advertising media selection.

3. You need something to send people when they request a copy of your media kit

4. You need a stash of paper-based kits to hand to people when they come to you for information (times of crisis, press interviews, etc.) It's always best in these situations to give them something physical, rather than to hope they review your online kit before structuring their story (highly unlikely, especially in crisis situations.)

In summary, you still need both a paper-based kit and an online media kit.

Which is why we've combined instructions on how to create both into our new training manual How To Create Powerful Press Kits and Online Media Kits.at

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