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 Building Online Press Rooms |
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Building Online Press Rooms
People that put out short press releases, with one or
two facts get briefs. People that put out releases with all the facts,
a portfolio of supporting information, such as sidebars, white papers or
research reports, get long feature stories.
Why? Because the easier you make it for a reporter to
find an entire library of information to research a story, the easier it
will be for them to write an in-depth story with lots of sources to reference.
The more information you provide for them to research, the longer your news
stories will be in print.
Make sure to provide high resolution pictures and images
that help them understand what your product or service does. Show smiling
customers using your products to solve their business problems. Remember,
a picture is worth a thousand words. If a picture or graphic helps a reporter
understand how the service works, they'll usually include the same image
with the story because they know that it will help their readers
understand the same points.
Below is list of recommended items that should be included
in every online press room. While this list isn't all inclusive, it should
give you a great idea of what reporters like to see:
If your site,
or ours, contains the information mentioned above, it will be easy for reporters
to see what you are saying; see what other reporters have said; find sources
for research statistics and 3rd party opinions; read what customer's think about
your products; get access to information
on how a product works or what problems it solves; find photos, logos
and other graphics to augment their reader's understanding and get
an idea of how much the product/service costs.
Providing this information makes a reporter's job very easy. The easier
you make it for them, the easier you'll make it for yourself and your company
to get a long, feature story or a front page article on the cover of your
favorite trade publication.
When a reporter sees a press room built like this, they know it will also
be easy to get in touch with the PR person and schedule that 30-minute interview.
If they don't see a nice press room complete with at least one media
contact, they look for another source that will be easier to work with. Trust me on this one;
I was a reporter for 6 years. Companies that don't include media contact information
don't deserve a story.
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