If media coverage is part of your promotional mix, add a Press Room web page to your website. This is a professional touch and will help journalists. Therefore, it will help you to get more media / press coverage.
Be media friendly
Include ‘Press room’ within your navigation bar, as this demonstrates that you are media friendly. It should contain useful, relevant material for editors and journalists, written in a factual way (i.e. no sales pitches).
‘Press Room’ can appear in your principle website navigation bar, or it can be an off-shoot of ‘About’.
Here are the section headings for a Press Room website page:
A brief (two or three paragraph) overview, including when the enterprise started trading; principle activities; markets served; points of differentiation.
Brief background – topics of expertise – contact details.
A chronological list of press releases (most recent at the top). Include title of release + release date. Hyperlink to a separate page, containing the full text of the release.
Display a selection of low resolution images for websites and describe how to request hi-resolution images for print.
If someone else besides the Spokesperson (i.e a PR consultancy / PR Officer) liaises with the media, include their contact details.
Today, there is an overlap between PR and digital marketing as backlinks from media websites can help your search engine rankings.
I ran a PR consultancy for nine years – so Press Relations is a subject close to my heart. I have taken startups and ‘invisible brands’ and created massive awareness for them. I show my clients how they can achieve extensive PR coverage. You can ask about PR via The Marketing Compass community or contact me directly, here.