Why Gaylord Businesses Are Leaving Press Coverage on the Table

The PRSA found that 75% of working journalists consult a media kit when researching a story — meaning if yours doesn't exist, a reporter covering Antrim County's tourism or dining scene will build your profile from search results instead. For businesses in a region that earns regional media attention for outdoor recreation and seasonal events, that's an opportunity worth protecting.

What a Media Kit Actually Is

A media kit — also called a press kit — is a pre-assembled package of brand assets and information that journalists, bloggers, and potential partners can access without asking you for anything. Company story, leadership bios, product descriptions, logos, and past press coverage, all in one place.

This is the infrastructure behind earned media: coverage you don't pay for. PR built on earned coverage is one of the most cost-effective approaches a small business can take — you're building relationships with journalists rather than buying placements.

Bottom line: A media kit isn't marketing collateral — it's what lets a journalist write about you accurately and quickly, without a back-and-forth.

When Reporters Search for You — and Come Up Empty

Two outdoor outfitters operate in Gaylord. A regional lifestyle writer is researching a feature on northern Michigan's recreation economy. She finds Business A: a press page with a 200-word company story, a founder headshot, a recent press release, and downloadable logos. She finds Business B: no press page, a thin About section, and a team photo from 2019. She features Business A.

Without a media kit, reporters build your story from search results rather than verified brand assets — surrendering your narrative to whatever Google surfaces. A media kit ensures the version of your business that gets published is the one you wrote.

What Every Media Kit Should Include

A complete kit doesn't need to be elaborate — it needs to cover what journalists actually look for:

• [ ] Company overview — 150-250 words on your founding, mission, and what makes you distinct

• [ ] Key team bios — 3-5 sentence profiles of owners and executives, with headshots

• [ ] Recent press releases — your last 1-2 major announcements, dated

• [ ] Product or service details — clear descriptions, including flagship offerings

• [ ] Media coverage clippings — links or PDFs of positive coverage you've earned

• [ ] Press contact — a dedicated name, email, and phone number for media inquiries

Press mentions build credibility ads can't — a return on an afternoon's work that paid placements simply can't replicate.

In practice: Completing all six items gives you a working media kit — publish it as a press page on your website and you're done.

Keeping Your Kit From Going Stale

Most businesses build a media kit once and walk away. That's better than nothing, but a stale kit signals the same thing as a website frozen in 2021. Keep yours current with these triggers:

Quarterly: Refresh statistics, update coverage links, and review any time-sensitive claims.

After a leadership change: New owner, partner, or executive — update bios and headshots.

After an award or recognition: Add it immediately; this is the signal journalists trust most.

After a major launch: A new product line, service expansion, or second location warrants a kit update.

Quarterly updates keep your kit credible — and an outdated kit can work against you by signaling inattention to the very journalist you're trying to impress.

Turning Your Kit Into Presentations

Imagine a Gaylord tourism business preparing for a chamber networking event. Their media kit overview — written for press — translates almost perfectly into a two-slide intro for the pitch table. The problem: it's a PDF, not a PowerPoint.

Adobe Acrobat is a browser-based conversion tool that helps you transform PDF files into editable PowerPoint presentations for your business by dragging and dropping — no software installation needed, and formatting carries over. One content build, multiple uses: the same materials that earn press coverage can anchor your next pitch.

A Press Page Earns SEO Value Too

Hosting your media kit as a dedicated press page works beyond journalists. A page with verified logos, consistent brand descriptions, and downloadable assets earns backlinks and builds brand consistency — giving partners, affiliates, and potential collaborators a reliable reference point year-round. Search engines read it the same way journalists do: as a signal of credibility.

Bottom line: Journalists aren't your press page's only audience — search engines and future partners find it too.

Make Your Business Press-Ready in Antrim County

A media kit is one of the few tools you can build in an afternoon that compounds in value over time. Start with your company overview and press contact; add the remaining components as your business grows.

The Gaylord Area Chamber of Commerce connects local businesses with visibility, community relationships, and media opportunities that matter. Reach out to the chamber to find local events, business showcases, and partner networks where a polished press kit opens the right doors for you.

Frequently Asked Questions

Does my media kit need to be a printed document?

No. A press page on your website with download links for logos and a PDF version of the kit works for most Antrim County businesses — and it's far easier to keep current than a printed binder. Printed kits still make sense at trade shows and formal pitch meetings, but digital-first is the practical default.

A well-maintained digital press page outperforms an outdated printed one.

What if my business has never received any press coverage?

Leave the media coverage section as a placeholder and build the rest of the kit now. A reporter who contacts you will find a kit that's 80% ready — which is far better than scrambling to put something together under deadline pressure. First-time coverage tends to come to businesses that already look press-ready.

Start without clips; fill them in when the coverage arrives.

Should I keep my press page public or password-protected?

Keep it public. The brand assets and information in a media kit are exactly what you want journalists and partners to find easily. Reserve restricted access only for embargoed announcements tied to a specific release date — otherwise, an accessible press page is the entire point.

Public visibility is the goal — don't gate your own best foot forward.