Journalists are crazy busy these days. With information coming from every direction, sometimes it’s tough for a journalist to decide where to go to find the best and most newsworthy stuff.
You, as a business owner, need to be aware that making the journalists’ job easier is key to getting media coverage for your company. Having a well-thought out media room on your website is crucial to getting the word out through media channels about how great you are. And you are great. But, you already know that, right?
Today, unlike with social media and other marketing and messaging tools that have still not entirely caught on for many business owners, it’s common knowledge that the conduit to your audience starts at your website. Knowing that you need a crisp, sharply designed website, and then having one developed for you is progress indeed. However, ensuring that your site also includes crucial information for media use can be a daunting challenge.
Here are some simple steps and explanations about designing your media room, and what the key components are in creating an effective one.
- Post press releases in .pdf format. It’s good to post one press release a month that announces something new and exciting or innovative in which your company is involved.
- Allow people to subscribe to an RSS content delivery feed. Visit www.feedburner.com for details on how to set this simple feature up.
- Post your press kit in a downloadable .pdf format. Be sure your company profile is well written and includes professional shots of your key players and, if applicable, your product(s).
- Post links (where possible) or PDF’s of any news your company has been mentioned in; the more, the merrier, because it gives your work credence and validates your objectives.
- Include a library of professional photos that can be easily used (with photographic credits) by journalists when needed.
- Keep in mind search engine optimization; be sure your newsroom helps support that strategy.
- Make your newsroom a multi-media source. Have at least 2 or 3 videos of someone in your company being interviewed about non-time sensitive topics. This allows journalists to see that you have savvy people on staff ready and able to be interviewed at a moment’s notice.
- Ensure that your releases can be easily shared via social media. For example, a ‘post this on Facebook’ or ‘tweet this’ widget makes it easy for your audience to share your content with their audience, thereby furthering your reach.
- Prepare an FAQ and make it good – keep it succinct. Avoid marketing lingo and exaggerative adjectives. Be honest, clear and think of the media while preparing this . . . what would so-and-so need?
Finally, remember this: a journalist can go to your site and get a lot of the information, but they don’t have the time (or the inclination) to wander around in there for hours! You’re making it easy for them by having a nice, well designed media room. And easy for them can mean more coverage for you. Don’t you deserve the recognition?