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Web sites have many different uses today. One potential
use — and one that is mistakenly ignored or downplayed by many
companies — is the online press
room, or press center. This is the part of the Web site that
is specifically targeted to media. Although usually open to everyone,
its purpose is to provide the media with accurate, up-to-date information
on the company. If your company has an active media relations program
at any level, make sure your Web site supports this effort. Some
points to keep in mind:
- Post your news releases the same day
of release, whenever possible. Keep the older releases easily
retrievable in archives.
- Post a list of articles written about
your company, with links or full texts if approval has been given.
- Enable the media to download your complete
media kit from your Web site, ideally through a PDF file.
- Post your most recent annual report in
the press room (this also would go on the Investor Relations page).
Again, a PDF file is best.
- Create a photo library for editors. These
can be low-resolution for viewing purposes only. Increasingly,
editors are asking for JPEGS which they can download when high-resolution
is required but some still request prints or slides once they
identify the shots they need.
- Post a corporate fact sheet that provides
a view of the company "at a glance" for reporters in a hurry.
- Always include PR contacts, both inside
the company and at the PR agency. Include phone and email.
- If corporate strategy has shifted since
you originally developed your Web site, don’t postpone making
changes to the site. Your Web site — particularly the part dedicated
to the media — should reflect the most up-to-date snapshot of
your company and should coincide with all printed materials.
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