Most press pages are designed for the brand, not for journalists. They’re filled with marketing language, outdated and irrelevant links, broken images, or PDFs buried behind four clicks. Then companies wonder why reporters don’t use them or why the coverage they earn doesn’t get the facts right.
If a journalist is already on your site, you’ve cleared the biggest hurdle: they’re interested. But if they can’t find what they need in under a minute, they’ll move on. Or worse, they’ll write the story anyway without your input.
A smart press page makes it easy to get the details right and gives your team a better shot at shaping the narrative. Here’s what that actually looks like.
Clear, scannable structure
Journalists are scanning. Most are short on time and need to find what they’re looking for quickly. That means your press page needs clear headers, simple navigation, and direct access to the essentials.
Think of your page like a toolkit. It should include:
- A short, accurate company overview (in 100 words or fewer)
- Leadership bios and headshots
- Logos and product images
- Recent press releases
- Key facts or data points
- Contact info for media inquiries
Skip the clutter. If the page takes too long to load, requires a login, or buries content behind image carousels, it’s working against you.
Keep it updated — or don’t have one
A stale press page can do more harm than not having one at all. If the last release is from 2022 or the spokesperson listed no longer works there, it signals that media isn’t a priority.
Make it part of your team’s workflow to review and update your press section at least once a quarter. New leadership? New product? Recent coverage? Add it. A five-minute update now prevents a credibility problem later.
Don’t make them chase you
Media contact info should be on the page. Not behind a form. Not in a buried subfolder. Not sent to a general “info@” inbox.
If you want better coverage, make it easy for reporters to get what they need fast. Include the name, email, and phone number of your designated PR contact. If your company uses an external agency, list that contact clearly.
And if you’re not going to respond quickly, rethink whether you want media inquiries at all.
Go beyond the basics
Want to really stand out? Offer a short list of story angles or coverage ideas. Provide recent stats or research you’re willing to share. Link to executive commentary or op-eds to show your point of view on key issues.
Think of this as context-building. It helps reporters connect the dots faster. And that makes it easier for your company to become the source they turn to next time.
Support GEO and AEO
A well-structured press page also supports search visibility not just for journalists, but for AI-powered tools surfacing brand data in real time.
Use clear headers, accurate keywords, and structured links. Make sure your company description is consistent with what you use across your digital presence. The more aligned your information is, the more likely answer engine results and generative search tools are to surface it.
A good press page doesn’t take weeks to build. But it does take intention. And when it’s done right, it’s one of the highest-leverage PR tools you have.
Axia Public Relations helps brands create newsroom assets that actually serve the people who need them. If your press page hasn’t been updated or never really worked, let’s fix that.
To learn more about how we can help you create impactful content, contact us at 888-PR-FIRM-8 or book a no-obligation consultation today.
Photo by RDNE Stock project
Topics: media relations, earned media, news media
Comment on This Article