(NOTE: This is part 1 of a 10-part series on online media outreach. Index to this series.)
Every organization with a web presence should offer a prominent, top-level section labeled Media, Press or News (or that includes those words, such as newsroom).
As I mentioned in the introduction to this series, journalists are always in a hurry. Consequently, they view the web primarily as a time-saving tool. If your site saves journalists time and makes their job easier, they will use your site and keep coming back. If you waste their time online by making them hunt or guess, they’ll probably ignore your site.
Your online pressroom should include your complete (and searchable) archive of press releases, backgrounders, contact info, press kits, and other media-oriented information…
POSITIONING AND NAVIGATION
Easy access is the top priority because journalists want efficiency. Make sure that your online pressroom is mentioned in your site’s primary navigation bar, and that it can be accessed directly from every page in your site. This is important even if you already include some news items in the content of your site’s home page or on various sections’ main pages.
Do not bury the link to your press room at the bottom of your pages, or within headings such as Company or Public Affairs. Journalists really are looking for the keywords Media, Press, or News.
Also, journalists may enter your site at any point – they won’t necessarily come waltzing through your home page. This is why it’s important to make your online pressroom clearly visible and easily accessible from every page in your site.
GOOD EXAMPLES
The National Association of Manufacturers has gotten this right – the site’s main navigation bar (prominently displayed throughout the site) includes the category Communications and Media.
Also, the Heritage Foundation does an excellent job of online media outreach – its Press Room is accessible from any part of the site.
SITES THAT MISS THE MARK
Harvard University’s site slightly misses this mark. The site’s home page does include a News navigation item – but not in the main bar at the top of the home page. Instead, that important link is buried in the navigation bar at the bottom of the page. Also, it’s not uniformly accessible throughout the site.
Although Harvard does a great job of prominently displaying current news items on its home page, journalists will first be looking for that News/Media link.
Automaker Ford also slightly misses the mark. Its News section is buried under the main navigation heading Company. It’s not too difficult to find, but not as easy as it should be.
NEXT: Who Are Your Press Contacts?…
INDEX to this series.
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