Whether you are running a large or small business, getting attention from the media will have an impact on your results.
But despite the fact that many companies understand the value of positive press coverage, there are a significant number of poorly developed press sections on websites today. The risk: these may actually have an adverse effect on your overall success.
In fact, a recent survey by Compend found that an astounding 84% of business journalists think companies need to improve their press areas.
And that's a shame, because a majority of journalists will visit your website to find news, supporting materials for their stories, get their questions answered and so forth. If they cannot find what they are looking for, chances are high they will just skip to the next story. That means you lose!
Why? It's simply all about understanding their needs - being customer centric!
Digitalization has had a big impact on journalism over the past ten years, primarily driven by an overflow of information and a reader expectation to see fresh news pop up on a regular basis. In short, journalists are, like most of us at work... under pressure. The consumer insight here is simple: help them relieve that pressure and your chances of getting noticed will grow significantly.
So, with that, here are 8 key requirements that are a must have on the press section of your website!
1. Make sure journalists can easily find your press pages!
It seems obvious, but it's one of the most common mistakes made by large and small companies alike. It's often very time consuming to find that little link to the press pages on websites, making it feel like journalists are almost an afterthought. If you want press coverage, then place a link on top of the home page AND in the footer navigation at the very least. Make it easy to find.
Even more impactful: have a press release feed running on your home page. It not only has value towards press, but also towards your customers who often take an active interest in what you are doing.
Additionally, ensure your SEO efforts also take into account the press pages. Quite a few journalists will often use Google to shortcut their way directly to your press information by typing in your company name and "Press Release" or "Press Page".
2. Ensure your press pages are comprehensive
If you are keen to get press coverage, you will need to deliver to their needs. Remember, journalists don't have all the time in the world to search for information about you. Basic requirements include:
A solid overview of your company - facts & figures (i.e. the "About us" section)
Information on key topics like innovation, environmental policies, products and so forth (either as a summary document or providing links to the relevant pages).
An overview of your company's leadership
Remember to prepare and curate this information carefully - as with your customers, you will leave journalists with a certain impression of your company and its operations, so keep it up to date and in line with your messaging.
3. Provide clear contact information
Journalists are competing with other journalists to get unique, differentiating and relevant stories to their target audiences. Since the information in your press pages is accessible to all, many will look to get in touch with questions in a bid to achieve that differentiation and gain additional insights. So ensure that you have an easy to find contact person on your press pages.
If you are a large multinational, working across different global markets, it's also advisable to have contacts relevant to those markets who speak the language, understanding the culture and local expectations of the press (if this is feasible).
Providing clear contact information also has additional benefits:
It avoids mistakes as the press can get in touch on unclarities
It can lead to a stronger relationship with your journalists thanks to the direct contact. In fact a recent survey by AXIA PR revealed that 60% of journalists consider a strong relationship with a PR person as mutually beneficial.
and so forth...
Also ensure you have multiple ways in which journalists can get in touch with you! The world has gone digital remember - so apart from email and phone numbers, add your LinkedIn details, Discord contact information and so forth! Be reachable!
4. Be social!
OK, this seems kind of obvious - but ensure you have your social media links clearly visible on your press page.
94% of US journalists make active use of social media according to a recent Pew Research Center survey. It's often a fast, convenient way to discover stories for them so ensure you are also posting your news on social AND link back to the full press release on your press pages.
Don't forget to make your content sharable on social with a quick click of the button too.
5. Easy to find press releases
Again, maybe obvious, but it's surprisingly not always the case. Despite efforts over the past years to find a replacement for the humble press release, it still stands as the most credible source of information for press.
In fact press releases and news announcements are the types of content a majority of journalists (78%) want, according to a recent Cision survey. So ensure your press releases are easy to find and stands out! Do not forget to put a date on each press release so the journalist can identify the latest news.
And as an additional benefit - regularly posting press releases will also drive your SEO.
6. Images and visuals
A good photo speaks a thousand words and is often the most attention grabbing element in articles, so ensure you have a good range of easy to download photos on your site. A recent research by MDG Advertising found that articles with a good and relevant images gets 94% more views!
Good press photo databases effectively have two types of images in them:
An image (or preferable multiple images) directly linked to an announcement you are making - ensure you connect this image clearly to your press release!
Generic photography of your products, services, company, people and so forth. You will give the journalist more choice and your images can also be used to illustrate other generic articles on your company's industry (for example), giving you additional exposure.
Also be sure to provide a photo caption for your images to give journalists an idea of what's in them and help them relate the image to their article. Do not forget to check that you have the full rights to use your photos and can offer them rights free to journalists.
Apart from good images, journalists also like other visuals like infographics and (short) videos - so deliver relevant content! Avoid product or company logos as images... they are often not considered very impactful in articles and are seen as being too commercial.
7. Link to relevant content
Something that's often overlooked on press pages, but hey... digital world right... make your page more compelling and valuable by regularly linking to other relevant content. This can include blog posts or white papers you published, for example, or a recent article where you were quoted.
It provides the journalist with a broader range of information and interest in you.
8. Don't make it boring! Sell your brand!
You create a fantastic site that sells your brand wonderfully... but then make the press pages boring. It's a common mistake and makes it feel like press is only an afterthought.
Remember, journalists will also convey their emotions in their articles - so get them excited about your brand and they will buy into who you are.
Obviously there is a lot more that I can come up with on how to enhance your press site, but if you already cover these basics, you are well on your way. For additional question, comments or thoughts, don't hesitate to provide feedback or get in touch!
About the author
Frederique Depraetere is a native English and Dutch speaker with a UK/US education and background. He is a marketing & communications professional with an extensive background in both Public Relations and (Digital) Marketing and is based in Belgium. As a freelancer he supports customers globally across a wide array of industries, from start-ups to established companies. On top of being a marketing professional with 23 years of experience at some of the highest levels in leading companies, Frederique is a pro copywriter, expert content creator and highly creative mind. He is also the author of "The Scarlet Crown", a thriller which he wrote and published under the name "Frederic Dalton".
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