Since your marketing department won’t always be given advance notice to supply content for press articles, it’s crucial to build an online press page that is available on demand. A press page can help journalists, thought leaders, and other external stakeholders find the information they need without having to contact your team. If they need to speak with someone, they can also do so without having to navigate through multiple layers of bureaucracy.
The first step in making contact with journalists and obtaining media attention is to create a press page. Journalists don’t have time to search your website or previous coverage for their required facts. The goal of a press page is to provide all of the information a writer could need in an easily accessible location and manner. Both large and small businesses need to do this, since the press plays an integral part in getting your message to your target audience.
What is a press page?
Your website’s press page is dedicated to your organization’s branding and media connections. A corporate summary sometimes accompanies this information, along with a mission statement, fundamental values, and a short list of top leaders.
The objective of a press page is to publicly provide the information the press needs to talk about your organization in a factual and on-brand manner. The purpose of establishing a successful page is to anticipate everything the media may need to introduce your brand to the general public properly.
Benefits of having a press page
The advantage of having a press page is that general information about your firm is made public. This means that your marketing or public relations teams won’t have to return calls and supply information to members of the press one by one. A press page can also help you rank for branded keywords in search engines. Overall, a press page provides access to facts for anyone who wishes to speak about your company. This allows them to speak accurately about your company.
You will save both yourself and your audience time by designing a professional-looking, straightforward press page that is easily located on a search engine. Your press page is the foundation that holds long-term media partnerships together.
You can receive the coverage your brand needs without going out and finding journalists. This is referred to as ‘inbound PR.’ On the other hand, the practice of presenting your news to the media is known as ‘outbound PR.’ Having a well-developed press page to support your pitch is essential for outbound PR. The media should be directed to your dazzling happy press page via the links supplied in other elements of your PR campaign. Your press page should essentially be like Aladdin’s cave, with every asset a journalist could desire. Of course, in neatly labeled boxes.
Let us look at a few more benefits of having a press page on your website.
1) Shows you’re a trusted expert
Whether it’s a radio interview or a guest post on another website, getting featured in the media is a terrific way to demonstrate that you’re a respected authority in your field.
Consider this: an audience is significantly more inclined to trust someone who has been interviewed on a popular podcast or quoted in an article than someone who has not.
Networking with journalists, podcast hosts, influencers, and local/national media is a beautiful place to start if you want to become more well-known and acknowledged in your business. People prefer to buy from companies that have earned the trust of their peers, brands, and the media.
The more media appearances and mentions you have, the more people will know, like, and trust you, resulting in more income. Isn’t that what we’re all looking for?
2) Shows social proof
Having your business or yourself highlighted on another website, podcast, or publication is a “stamp of approval.” Since a podcast presenter or writer chose to showcase you as an expert, their listeners or readers will naturally trust you because they already trust the person they’re listening to/reading from/etc.
Think of each media mention as a “review” of your company. People enjoy reading product and service reviews before making a purchase. When you’ve been featured in a variety of media outlets, these features act as a form of social proof that you know what you’re talking about and can prove it.
3) Shows you’re media-ready
If you do not have a ready-made press page on your brand’s website, journalists will believe you aren’t ready for the media.
In this case, “media-ready” refers to being prepared to be interviewed by the media. Journalists will take you more seriously if you have a well-designed press page with links to locations where you’ve been recognized and featured online. Let’s assume you have confirmation of other places where you’ve been featured. In that case, you have a significantly better chance of being quoted in an interview or invited for a podcast interview.
If you’re a new business owner, wait until you’ve been highlighted in roughly five places online before creating a press page. Journalists don’t want to just link to one website.
The important elements of a press page
1) Press page title/headline and introductory text
The headline and initial paragraph of a press page are vital for usability (so visitors know what the material is about). What’s the name of the press page going to be? Press, News, Media, and News/Press are examples of possible names. The headline and introductory paragraph can also help with search visibility. Many press page headlines simply say “Press,” indicating to website visitors that they are on the press page.
The emphasis of a page can be determined by its name. Consider using a phrase like “News” as the page title is supposed to appeal to customers and the media. Customers are less likely to visit a ” Media ” page because it is typically reserved for the press.
You’ll also need names for any sub-pages and a concept of how to design them if you’re planning an online press page that links to other pages. You can use a link like “Hot off the Press” to lead to a page full of press releases.
2) Page location
Where will the page go? On the main navigation? Under another area of the site? Once you’ve made your decision, you’ll probably want to document it so that your web designer or the person that has been assigned to be in charge of your company’s website can follow your lead.
3) Contact information
Contact information is more crucial than most entrepreneurs realize. In fact, your contact information – or lack thereof – can make or break your media outreach. You should provide individuals with the phone number or email address of whoever is in charge of receiving media queries for the company at the very least. Criteria such as firm size and industry may impact how much information you should disclose. Either way, feel free to include the names of persons in charge of queries, a postal address, and precise information about other office locations.
5) Company overview
The goal is to deliver just the perfect quantity of information without sacrificing readability or length. Essentially, you want visitors to understand what the organization does quickly and effortlessly, without any uncertainty or need for further explanation.
Here are a few details that you need to include:
- When the company was founded and who was involved
- What the company does
- Office location
- Company size
- Newsworthy growth statistics
Consider giving additional information in the form of a timeline if you want to convey more context. This is a suitable format for extracting brief bits of information and getting a better idea of the company’s success.
6) Noteworthy media mentions
For a variety of reasons, journalists desire to see earlier coverage. First and foremost, previous coverage generates credibility for your company. Journalists can check prior coverage to know whether you’re making up allegations or not. Second, if you’ve pitched a story to the journalists or they’re working on their own, they can check previous coverage to see if the news has previously been reported from your company.
A press page can provide information about when your company was featured in the news. Don’t worry if your group hasn’t made the news yet. You can either add press releases right away or spend some time brainstorming newsworthy items to include, such as your company’s CEO speaking at a local event.
If you authored a post on a blog that isn’t your own, it could be included in the “In the News” section. You should also highlight any honors or recognitions received by your company or its leaders. Articles written by employees of your firm are acceptable. Take some time to think about and organize the information. This section’s content is best shared in chronological order. Some online publications have exact dates, while others will just have the month.
Don’t go too far. Limit the number of links to well-known periodicals and blogs to 5 to 10 at the most.
7) Downloadable images
Logos, staff portraits, screenshots (of a SaaS product or app), and product photos should all feature on the press page in high resolution. Ensure the photographs are identified and labeled correctly—the labels will appear in articles as image captions.
Journalists prefer “action shots” over promotional photos. The photograph’s proportions should make it easy to share on social media. A landscape image of 1,024 x 512 pixels and a square image of 1,024 × 1,024 pixels are recommended.
8) Press releases and media kits
Press releases are a necessity for a press page. You can post both old and new press releases. A press page with easy access to your press releases can also help the media write about you. The easier it is for a media outlet to write a story these days, the better. Press releases that are well-written provide a writer with spin, quotes, and data to help them construct a story. The easier you make it for a media outlet or journalist to write about you, the more likely it is that your story will be published.
If your company has a media or press kit, this is an excellent place to publish it as a PDF file or create an online media kit page where people can download this content.
Hiring PR professionals is a foolproof way to create press releases and media kits effectively and efficiently.
If you’re trying to build an excellent press page or improve the one you currently have, keep in mind what the user wants:
- Keep it clean and brief.
- Focus on the facts.
- Make everything incredibly easy to locate.
There is no secret recipe to the perfect press page. You can make your press page newsworthy with a few simple items and an easy-to-navigate design. Don’t forget to include photographs.