1. PR Contacts
You HAVE to have PR contact info.
It should be easily found on your Press Room page.
Make sure that there is someone available to answer the emails or to pick up the phone for the press contact. A quick response to an inquiry is essential.
Provide a RSS link and News Links so that the editors can sign up and get automatic updates to the press room and/or to recent press releases.
Provide a Public Relations List contact form to enable editors, writers, analysts to easily sign up to receive updates and new press releases.
2. Photos, Images and Video
Editors and writers love photos and images.
If your press releases are product oriented, include a small thumbnail that links to a choice of product images of various sizes and angles. Have small gifs or jpgs for web and blog use. Have a large 300 dpi image for print purposes. If you have copyright worries, embed a small logo in the image.
Create and maintain a standalone image library that includes company logos, company execs and managers, graphics and charts, in addition to product shots. Video is also becoming very important. If you are using video in your PR and marketing mix, post a small thumbnail with a good description with a link to the video. You can simply link to your video posted at YouTube or you can create and use a customized player that preserves your company’s look and feel.
Your video library can include webinars, podcasts, product demonstrations and b-roll, presentations and management speeches, and even commercials for your product. The writer might want to watch a commercial or a how to install it video. You never know.
Notice the list on the right side – Press Contacts, Press Releases, facts about company, Image gallery, etc. Everything a reporter could want.
3. Background Information about Your Company and Products
Your press room should also include links to white papers, company backgrounders and corporate information, organizational history, profiles of company leaders and management, a list of upcoming shows where the company will be exhibiting or is available for interviews, etc.
If appropriate, include other technical documents, product descriptions, data sheets, etc.
Think how powerful it is when an editor cites your company as the source for info about particular technology, product line or industry initiative? You can also include a listing of various industry and standards organizations that your company belongs to, as well as awards and recognition.
4. Press Clips and Press Coverage Page
As a PR professional and as a writer, I really like to see an archive of recent press coverage. As a PR pro, this vindicates the work done and demonstrates that the editorial community is picking up on the news.
The list of press coverage demonstrates that other members of the community recognize the value of your company and its products and technologies.
The press coverage page should include news articles written by third party editors and journalists, press release coverage, as well as white papers and articles that have been written by company representatives and then posted in important trade magazines.
Spotlight the publications and writers that have written something over and above what was said in the original release.
List the original wire URL and maybe one or two BIG NEWS sites that picked it up as well.
Please do not copy a Google news search results list of press release pick ups to your online press room.
5. Make It All Work For You
By creating an easy to access and easy to use online press room, your business will be able to more effectively leverage the work done by your PR and media relations group, as well as provide a modern outward looking face to the press.
Keep the press room updated and just don’t post the releases and press coverage and walk away. Make sure new press successes are added, new product information is uploaded and maybe most importantly, make sure that all editorial inquiries are handled promptly.
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