The Press Pack Is Chasing You – Give Them Room

There’s good news for public relations execs, marketing
professionals and even one-man-band entrepreneurs: journalists
are surfing your sites looking for news.

It’s true – while some PR people spend months trying to win over
cynical reporters in order to wrangle a company profile or CEO
interview (and get nowhere), an army of journalists are
proactively hunting for facts, figures and interview candidates.

Now the bad news: these same journalists say most online press
rooms suck. Big time. If you’re thinking to yourself: ‘Uh-oh, we
don’t have a press room,’ chances are you’re missing out on
important media opportunities. If you’re thinking: ‘What’s a
press room?’ you need to act fast.

In an ideal world, a press room is a vibrant, constantly updated
section of your corporate website including company
backgrounders, executive profiles, news releases (with a
comprehensive, searchable archive), media mailing list and –
perhaps most importantly – clear and concise contact information
if journalists need to get in touch.

Want to see a great press room? As usual, Google pulls it off by
keeping things nice and simple:

If you haven’t got the time or resources to put together a
world-class press room like that, here are a couple of strategies
that can help you in the short-term. But keep in mind these are
suggested as temporary measures – an accessible, professional
press room is no longer a luxury for a company that considers
itself professional, it’s an absolute necessity.

o Blog It!

Sign up for a blog at one of the big free providers such as
Blogger ( These services are template
based and you can have their standard layouts look and feel like
your own site in a jiffy. To be honest, even if you use the
standard template, change the title and give it the odd tweak
here and there you’ve still covered the important bases.

Then place a link on your corporate website to the new blog
(perhaps label it as ‘News Blog’ or plain old ‘News Room’ or
‘Press Room’) and you’re ready to promote your news. Be sure to
include full contact details in the blog’s bio section –
remember, journalists are always on one deadline or another and
they want your input NOW! If you’re worried about spambots
gathering your email address, include them as ‘name domain
dot com’. If a journalist can’t work that out you probably don’t
want to hear from them anyway!

Once your blog is up and running, turn it over to one or two key
members of your staff. Have them post news releases – and shorter
news updates – to the blog as often as possible. The beauty of
this solution is that you get free XML/RSS feeds thrown in via
the Blogger If you don’t go for Blogger, be sure to check
on XML/RSS feeds before you select a suitable service.

o The Single-Click Press Room

Even if your corporate website is a few pages of plain HTML a
friend knocked together as a favour and you’re unwilling to make
any drastic changes to it in order to add a press room, you can
still provide visitors with a full list of your press releases
with the addition of a single link to your main site.

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