What is an Online Press Room?

An online press room is like an interactive media kit. It’s where members of the media (and often general visitors as well) can view past news coverage and mentions of your business, products, or services, your archived news (press releases / news releases), obtain media-specific contact information, and access company-provided media elements (such as videos and high resolution product images).

Benefits of an Online Press Room

While not every small business needs an online press room, there are some distinct benefits to having one. Here are some examples:

• It can make the company look larger, more important, or more professional.
• By showcasing past news coverage, it shows members of the media that others have already deemed the company “newsworthy.”
• It serves as an archive of past news and achievements.
• It serves as a communications “headquarters” between the company and members of the media.

What Should an Online Press Room Look Like?

An online press room can be integrated into your existing website design. It doesn’t need to be a completely separate environment. What’s important in a press room is the content and the ability for members of the media to interact with the company in some way.

Common Online Press Room Components

If you’re not sure what to include in your online press room or media relations area, consider these options. You don’t have to include all of them.

• Press Release / News Release Archives
• Past Press Mentions
• Detailed Company Bio
• Executive / Owner Bio(s)
• Built-In Search Function
• Ability to Subscribe to the Company’s Latest News (such as press releases via email)
• Detailed Media Contact Info
• Company Fact Sheet
• Product Fact Sheets if Appropriate
• Photos / Multimedia (executive photos, product photos, high resolution logos, videos, audio interviews, etc.)
• Media FAQs (questions that members of the media may have, laid out for them ahead of time – these can be answered in the press room, or just the questions to inspire interview questions; often used that way by artists and authors)

Do you already have an online press room for your small business? If not, what’s holding you back? Do you have other ideas for what an online media room should include? Share your thoughts with me in the comments.

This article was originally published on September 12, 2007. It was revised and updated on its currently-listed publication date.

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