5 elements your website needs for the best coverage from media outlets
Whether you're new to public relations or you’ve been sending news releases for years, it's a good idea to make sure your website is press-ready. Essentially, you want to make your company’s website easy for reporters to give you good coverage. The best way to do this is to set up a separate area on your site for company news and news releases. In this section of your website, be sure to include the following:
1. Background information
Provide background information for your company, like its history, number of employees, short bios on executives or company spokespeople, and contact names for those that handle your media relations (it can be your PR firm) – along with email addresses and phone numbers to allow reporters to make follow-up calls. This is very important.
2. Media clips
In addition to having background information available, you should include news clippings of quality media coverage you've received in the past. You don’t have to include every piece of coverage in this section. What are your top five to 10 media clips from the last year or two? If you were in a national publication, it adds to your credibility; however, be sure most of your clips are within the last two years. You don’t want to appear stale. Be diverse in the types of media clips you show.
3. Previous news releases
If you've put out press releases before, make the most recent ones visible on the page and offer access to an archive of the older news releases. Make sure you know the anatomy of a press release before you add them to your website.
If you've never put out a press release before, include newsworthy information about your company in a format that resembles a press release.
4. Media kit
Some companies include a media kit on their website to make reporters’ lives easier. Items should include company logo, style guidelines – like the logo color, key executives’ headshots, and product images. Make sure these are high-resolution images.
Don’t forget to include links to your company’s social networks throughout your site for easy access. It’s also a good idea to connect with journalists on their social media accounts. You can engage with them through likes and comments and see what types of stories they’re looking for.
Your website is most likely the first impression journalists will have of your company. Be sure it’s visually appealing and easy to navigate. Having a section of your site devoted to media is extremely helpful to reporters. Want more tips for building lasting relationships with media outlets? Download Axia Public Relations’ complimentary e-book “Learn Media Relations from the Media” for best media practices and tips on working with journalists.
Clients love Marjorie’s work ethic, speed, and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.