How to Reach Journalists with Your Website
For many companies, an update to their corporate website or newsroom is a major undertaking involving multiple stakeholders―sometimes the project can stretch for months. Often in the scope of such a long project cycle, we lose sight of what’s most important: reaching the right people with the right content.
When it comes to your online newsroom, the “right people” include journalists. And what they’re looking for is great content: the latest news, contact information, multimedia, brand assets and, perhaps most important, an understanding of who you are as a company.
Here are four smart steps you can take to help journalists find what they need in your newsroom:
- Work with IR to combine your news. No one likes to look in multiple places for the same kind of information–and journalists are no exception. Centralize your news on your website. Use categories to allow journalists, investors, and other visitors to easily filter for just the releases they’re after. And for maximum traction, include the latest news–with links to your full archive of releases–on your IR newsroom and IR section homepages.
- Prominently display contact information. Don’t put it in the footer, don’t force people to scroll to the bottom of a press release and don’t bury it on a “Contact Us” page four links deep. Dedicate an area to contact information which is easily recognizable. If you have specific contacts by country, ensure your hosting provider can display contact information dynamically based on region.
- Make sure company facts are comprehensive, easy to find and up-to-date. Dedicate a page to this information and make sure it’s updated regularly. Include things like financial highlights, executive team information, number of employees, location information, current product lineup, timeline of major corporate events and current business strategy.
- Include robust executive information for each senior leader. Yes, including a thumbnail headshot, title and bio are necessary, but there are more assets you should include to help journalists (which will help you tell your story!) Multiple hi-res images, three or four recent quotes, videos and transcripts from recent events are all examples of content that journalists are looking for.
Ensuring your visitors’ needs are met is content design 101.
But, don’t fall into the trap of designing for a single audience. By targeting journalists with relevant content, you will find that overall user engagement with the site will increase because of your comprehensive content strategy.
*This post is part of our December newsletter, CONNECT. Read more articles here.