In my previous post, I discussed the content to be included in an online press room. This post will cover navigation and some other tips.
Make it easy for reporters to find information. They will not stay on your site if they have trouble finding what they need.
- Provide search capabilities so that reporters can find all materials on a given topic quickly and easily. How many times have you been frustrated when you couldn’t find the answer to a simple question? If this happens to reporters, chances are good they will leave your site and look for the information elsewhere, quite possibly at a competitor’s site.
- Consider organizing the information in different ways—by product line, vertical markets, geography and the like.
- Wherever possible, hyperlink to other documents on your site. For example, your news releases could link to photos, video, bios and other material that would help give a full picture of your announcement.
- Keep your content up to date. Post your news releases the day of the announcement. Feature important announcements on the home page as well as in the press room.
- Do not make reporters sign up to access the press room.
- Make it easy for them to print out material if they want a hard copy.
- Make sure the PR or communications department (or person) has direct control of the content of the press room.
When well done, the online press room can significantly boost your publicity program. Make it complete. Make it easy to use. And keep it up to date.
You’ll be glad you did.