How long has it been since you updated your online newsroom? As PR pros, it’s easy to overlook the critical role that our newsroom plays as we’re busily dealing with social media, press and more and on a day-to-day basis.
An online press room is going to be one of the first stops for media or bloggers who are looking for information for a post or story, trying to find a corporate contact or check facts. Having a fully featured online press room isn’t just the domain of big companies, but are something that any company who is actively working with the media.
The goal of your online press room should be to make it easy for media, bloggers and other key stakeholders and to provide the most up-to-date information. But what should go in your online press room outside of your latest press releases?
Here are 5 must-haves for your online press room:
#1. Background Information
The goal of most PR outreach is to help establish the company and its executives as thought leaders, so you want to include as many resources as possible to back that up. In your online press room, this means you want to include corporate information, backgrounders on issues/trends, fact sheets, biographies on key executives, upcoming events and more.
Additionally, a key part of providing background is ensuring that there’s a full view of what your organization is doing; this is why you want to include:
- Links or social media feeds
- Link or feed to your blog
- A collection of your latest press coverage
- Customer case studies
#2. Image Gallery
There’s nothing worse than a reporter on deadline looking for an image and they can’t get what they need. If you want to keep a consistent look and feel for your images, you want to provide access to images that can be used by media and bloggers.
Curate a collection of the best possible images that represent your brand including:
- Photos of key executives
- Photos of products
- Company logos
- Graphics, infographics, and charts
With the image gallery, you want to ensure they can be easily downloaded and provide details on how they can be used.
#3. Product or Service Information
Typically, information on products or services is already included on our site, but this information is written with your end user in mind.
For your press room, consider including information on each product/service so it can be easily found and used. This could be information such as:
- Product specs, features, and benefits
- Associated white papers or industry backgrounders
- Images or videos related to the product or service
- Customer use cases or case studies
- Press releases
Keep in mind the type of media that may be using this information. For print, they will need higher resolution files, and they will want different types of information. If you’re selling something technical, they may desire screenshots while if you have a consumer product they’d want a product shot that can be placed on various backgrounds.
#4. Video Content
If you’ve been doing PR for a while, you likely remember having B-Roll that you’d send to TV producers to help them put together their piece. While you may not be sending out b-roll anymore, you want to make it very easy for media to view and possibly use video if need be.
There are many options when it comes to video, most of which will depend on your type of organization. A few options include:
- Video case studies
- Corporate B-Roll
- Product demonstrations or webinars
- Presentations or executive speaking engagements
#5. PR Contacts
Last but not least, you must include PR contact information. This should be prominently featured on your press page so it can be found in a matter of seconds. For a smaller company, this may be a single point of contact while with a larger one you’ll want to include in-house contacts or PR agency contacts by region or division.
Don’t just include email addresses. You’ll want to include local phone numbers to they can get the information they need quickly. Rapid response is a must, so don’t just have everything go to a single inbox and check it every three or four days.
Take some time in the next few weeks and audit what you may need to update or add to your online press room. Having a robust online press room may be the difference between PR success and failure, as if you’re the one who makes it easy, you’re more likely to garner media coverage.