Making Your Website Media Friendly

Many PR specialists have spent thousands of dollars or more, building and updating a website. Additionally, they may budget thousands more every month on public relations and communications. But is the website itself press friendly? Does the site make it easy for editors, analysts and journalists to find the information they need?

Unfortunately, the answer is probably not

Most of today's journalists use the web for their research. It's very effective. Many of them conduct their research late into the night, when they don't need to be answering phones. However, when a journalist visits the website to conduct his|to do some} research|to gather information} and write about a company or its products, {they can't often find the information they need|often they can't find {the information they are seeking|what they are looking for. When your pr department is home asleep, your website is your only representative for the media.

Here are a few tips to make your website press friendly:

The Organization and Information

Is your site well organized? Is there a logical site map? How about a a way to search the site? Can editors quickly locate the the information they are looking for? A good website should be fast, easy to navigate, and have key information on the home page.

Reporters are often rushed with deadlines. If they can't find what they need with a minimal effort, they are off to another site. Editors who are happy produce good copy. You don't want to irritate them. Therefore, you should make certain your site map is comprehensive, current and accurate.

Comprehensive Product and Technology Sections

Writers may not be up to speed on the technology. There are some that are just want the big picture. But others want the details of your technology or product. Your site should be able to provide access to various levels of technical expertise.

Your website should contain comprehensive sections such as:

1. An About Us" section describing what your company does.
2. A brief history of the company
3. Product data sheets
4. Executive bios, especially if they are well known
5. News or Media Releases and featured stories
6. Research studies and white papers.
7. A listing of awards and honors your company has received
8. A listing of previous press coverage
9. Your company's logo and contact information
10. Brief, concise descriptions for each product
11. Photos for each product and company executive

Make sure your site has up-to-date information on product names, features, prices, etc. Journalists may go directly to your site and print information they find there without checkingto see if it is accurate or not.

The news section is important as well. Your press releases section should be searchable by date and by topic. A good website needs newsworthy press releases with good contact names and numbers listed. Be sure your news section is easy to find and access.

Easy to Find Contact List

Writers often need a little extra that can't be found on the website. They might need a quote from the president or project engineer. You should have a staff member that can quickly handle and respond to the demands of the press. If your website is not press friendly, the editor might move onto a website that is more press friendly.

Complete contact information should be readily available. This includes things such as phone numbers, addresses, email, and names they can publish. Journalists are often in a hurry and prefer telephone to email. The press email address should be frequently checked. If the PR inquiries go unanswered very long you could lose your opportunity at free publicity.

Wes Upchurch is an online media relations specialist with experience in web design. His company PressDr.com, provides press release distribution services to thousands of companies ranging from mom and pop shops to major corporations.