Is your website working for the press and visiting analysts? How much time and money does your business spend on promoting your website, business, services, technology and products in the world? What happens when a publisher comes to your site and tries to find information? Can they find what they need, or do they go to one of your competitor’s websites to get the information they need?
During my 25-year career as a journalist and public relations consultant I have seen many sites that just don’t work for the press. In the writer’s hat I browsed too many sites, which disappointed me because I could not find the right information.
Your editorial website should be an important part of your public relations, sales and marketing plans. Unlike your employees, your online news service is open to you 24 hours a day, 7 days a week. Editors and editors often work late, on weekends and holidays when your public relations and marketing teams are unavailable. Your website and its press office must provide all the information you need.
So, what are the six most important steps to creating an effective online news service?
First of all, make sure that your editorial is easy to find – you can access it from the first page – mark it as “News,” “Press” or even “News.” I’ve seen too many companies bury their newsrooms in three or four clicks. The only reason I kept looking for a press page as an editor was because I knew there was information out there.
Press releases – obviously you’ll want to include links to your press releases and announcements. However, make sure the list is up to date. Once the version is released, make sure it is also on your site.
You don’t need to ask the editor to fill out a contact form to get your press releases. Not only does the publisher not have time for this, he’ll probably still give you a fake name and phone number. I’ve heard marketers say they don’t want competitors to have access to press releases.
Please don’t ask the editor to fill out a contact form to get your press releases. Not only does the publisher not have time for this, he’ll probably still give you a fake name and phone number. I’ve heard marketers say they don’t want competitors to have access to press releases. If you have circulated press releases and attracted attention (that’s the whole point of PR), these messages and information should be online anyway.
Don’t publish your press releases in PDF format. Editors and editors are looking forward to easily removing information from your press releases, newsletters and other online documents and leaving it behind. Post them like plain text on a web page. Don’t convert your content to JPG and images. Make it easier for editors to access and “borrow” your content to promote your products and services. This not only simplifies the work of copywriters, but also makes your site more search engine-friendly, resulting in better “organic” or natural search results.
Finally, you may have heard of the “long tail.” This also applies to press releases. Keep all your old press releases on your website and store them in the press release archive if there is no good reason to delete them. And another reason to keep these old articles online: the more press releases you get (the more content), the better your site’s SEO will be.
And if you’ve changed your PR company or public relations contact in recent years, make sure that pr contact details for old press releases are up to date.
You MUST have contact information on public relations. Don’t forget to provide one or two public relations representatives for editors who have questions. It should be easy to find on your newsroom page. If you work in different regions, such as the United States, Europe, the Middle East and Africa, Europe, list press contacts for each region. If possible, provide local phone numbers for each region.
You MUST have contact information on public relations. Don’t forget to provide one or two public relations representatives for editors who have questions. It should be easy to find on your newsroom page. If you work in different regions, such as the United States, Europe, the Middle East and Africa, Europe, list press contacts for each region. If possible, provide local phone numbers for each region. If your organization is very large, with many departments and product lines, you may need a separate public relations page to make it easy for a writer or editor to find the right contact.
It’s important. Make sure someone can answer emails or answer a phone call from a member of the press. I’ve seen companies provide an email address or press contact phone that’s sent somewhere to an answering machine that’s only checked once a week.
For good public relations you need to be responsive. If you get a copywriter call, you’ll be able to respond within 24 hours or less. And this is important if the publisher is requesting information or a document that is not available, answer them and tell them that you have a question and you are working on it. Don’t let them guess if someone’s home. This is especially important for businesses that use the pr address on their website.
Please provide RSS links and news links as part of the contact area and possibly on other pages so that editors can subscribe and receive automatic news editorial updates and/or recent press releases. Also provide a registration form so that editors, editors, and analysts can sign up for updates and new press releases.
Photos, images and videos
Editors and writers love photography and images. Why is it so difficult to find and upload these images for use in articles on some websites? If your press releases are product-focused, include a small sketch with links to a selection of images of products of different sizes and angles. Provide small GIF or JPG images for use online and blogs. Provides a large image with a resolution of 300 dpi for printing.