Volume
Three, Number Two
Welcome
to Headlines, a free newsletter published by Polaris Public
Relations with practical information about the PR industry.
The
Online Newsroom
How Does Yours Score?
An
online newsroom is a convenient way to provide media with basic information
about your organization. But companies often get caught up in the
"wow" factor when putting together their web sites, overlooking
some very important basics. One of the most crucial considerations
when designing a site is ensuring that it is media friendly.
Remember, your web site is not just a sales tool. It is an important
resource for journalists to check out your latest news, get background
information on your company, confirm facts and find the contacts they
need. The last thing they want to do is spend extra time wading through
flash intros, complicated links or file downloads.
Following are some suggestions on what you can do to create a media
friendly web site:
| |
Focus
on the steak, not the sizzle – While the sizzle may
be great for the casual visitor or prospective clients, too
much will frustrate media when searching for information that
is relevant to them. Separate the two elements by providing
an easy link on your home page for press to visit. And leave
the fancy fixings to other parts of your web site. |
| |
|
| |
Call
it what it is – Don’t use terms such as "In
the News" since that implies you only have news coverage.
Try ‘For the Media’, ‘Newsroom’ or ‘Press
Room’. |
| |
|
| |
Make
it fast –
Where possible, avoid downloadable documents. While this can’t
be done for all collateral (white papers and research reports
for example), definitely avoid PDF formats for press releases
and other timely items. Make them easy to print or email. |
| |
|
| |
Seek
so they shall find –
Provide a clear, chronological index of all releases with simple
headlines and easy links. Where there are many releases, divide
them by category (e.g. investor relations, product releases)
or archive them by years. |
| |
|
| |
Don’t
get dated –
Nothing is more frustrating for a journalist than to find that
your latest release, company data or product update is six months
old. It also doesn’t do much for bolstering your reputation
as a thriving company when you have dated releases. |
| |
|
| |
Make
it useful –
When it comes to selecting content, make sure you provide background
documentation that will help journalists and fact checkers.
Include such items as a company fact sheet, historical highlights,
a product portfolio listing, executive team members and biographies
(bios are important but often overlooked, since they help journalists
confirm titles and roles), etc. |
| |
|
| |
Don’t
hide behind the scenes – Provide press contact information
up front, including name, title, telephone number and email
address. Do not use generic links such as info@xxxx.com, which
will irritate reporters when there is a need to get contact
information quickly. |
| |
|
| |
Paint
a picture –
Media love photography. If you can provide a downloadable photo
library in high resolution JPEG or TIF format (and include access
to thumbnails for easy viewing) they will keep coming back for
more. Include photos and cutlines with press releases where
relevant. |
| |
|
| |
Keep
the sales pitch to the rest of the world – While press
often likes to find out who your customers are, that’s
for the fact sheet. The press room is not the place for pre-packaged
testimonials and other sales pitches. |
| |
|
| |
Keep
it short – Press don’t like to spend time reading
oceans of material. If your press releases tend to be lengthy,
consider providing a synopsis or lead paragraph with a "read
more" link. This approach helps media sort through materials
and pick and choose what they want to explore without having
to open multiple documents. |
Of
course, there are many finer points to be considered when putting
together a media-friendly newsroom, and the rules can vary depending
on your type of business or service. However, following these few
simple basics will definitely help to make your online newsroom a
popular destination for the press.
© 2005 Polaris Public Relations. All rights reserved.
Shelley Pringle is principal at Polaris Public Relations,
an associates-based PR agency that offers a full suite of communications
services. She can be reached at 416.597.1518 or shelley@polarisprinc.com.
|
Want to kick-start your business?
A powerful public relations program can help attract customers while
stretching your marketing dollars and building credible exposure for
your company.
If you’re looking for new ideas to build your business, or need
help in executing an existing plan, just give us a call at 416.597.1518.
We’d be pleased to discuss your needs and develop an affordable
program for your organization.
If you’d like to suggest a topic for a future newsletter, or
have a comment on this one, email us at info@polarisprinc.com.
|