Bytestart - The online small business portal
Click Here
Search over 1500 Articles!


Google AdWords connects you with potential customers at precisely the right moment - when they are searching on terms relevant to your business. Start advertising today with your FREE £30 voucher


The online media tool every business should use

 print  e-mail 

These days generating publicity materials is not just about trying to promote your business in the media. It’s also about using those materials to enhance the perception of your business to everyone who has any contact with you.

As a matter of course you should keep a “boast book” of press releases and media coverage available in your reception. But more importantly, you should also ensure you have a virtual press centre available on your website.

Typically this is accessible from a small link saying “press” at the bottom of the home page. Any journalist researching your company will look here. But just as importantly, so will some other visitors to your website, including potential customers.

All of this original content is also likely to enhance your website’s performance in search engines such as Google.

A busy press centre suggests a successful busy business, and is an essential tool for every new business. Make sure you have all these elements in yours:

Latest press releases

Ideally you will have the headline and a brief summary of your last 3 or 4 press releases. Each headline should link through to the full release. If you send press releases to different areas of the country or different market sectors, make it easy for visitors to access the relevant information quickly.

Press release archive

Every press release you have ever sent out should be here, normally in chronological order, or arranged by specific campaign. Even if your press centre is new, it’s worth you adding older releases. They help to form a history for your business.

Press coverage received

Sometimes it gives a journalist more confidence about your business to see that lots of other journalists have written about you. Include links to every story you’ve had and date them.

Contact details

Include a number to contact a company spokesperson 24 hours a day. And then ensure someone is always available! It’s OK to state that this is for journalists only, but be aware that some of your customers will use it to contact you – especially if they can’t find a phone number anywhere else on the site.

Company information

Write a basic factfile on your business, and ensure it is always 100% up-to-date. Cover off a brief history of your business, what you do, where you do it, and the key people involved.

Photographs and logos

Always have photographs and logos available to download. Offer low res and high quality versions. As you have more and more photos available, keep the old ones on the site but make it clear they are now archive pictures.

Product request

Allow journalists to easily contact you to get a sample of your product. Don’t worry about trying to put off blaggers now – most authentic journalists will be used to proving they are who they say they are, normally by their email address or sending you a written request on headed paper. Watch out for people who claim to be freelance journalists – ask them who they typically work for and to provide links to samples of recent work.

Charity links

If you do any kind of cause-related marketing (i.e. support a charity) then include details of your support here, including a link to the charity’s website.

Great examples of online Press Centres

On every website you visit, keep an eye out for the telltale “Press” link at the bottom. Here are a few different examples:

Corporate: http://www.warburtons.presscentre.com

Another corporate: http://www.gner.co.uk/GNER/PressCentre/default.htm

Online retailer: http://www.tiewarehouse.co.uk/press.php

Highly unusual: http://www.lingscars.com/news.php


About The Author
Former journalist Paul Green is one of the UK's leading experts in getting free publicity, and using it to grow your business. www.publicityheaven.com

Posted April 30, 2007


Related Articles


Latest articles in PR Guides
 
How to write an eye-catching press release
[June 19, 2008] How to write the perfect press release - the correct format to use, and how to make your piece appeal to journalists and site editors
 
21 killer ideas to get free publicity
[January 18, 2008] Here are 21 ideas you can use to get free publicity. With these PR tips you'll be able to make publicity a major part of your marketing mix.
 
How to Sell Online - Business Guide
[December 11, 2007] Setting up an online shop is simple and cheap. Here are the main areas you need to look at to get your online shop up and running.
 
How to protect your company reputation during a crisis
[July 19, 2007] Corporate reputation is a delicate thing, with even the slightest tarnish affecting customer and stakeholder perception, sales and share price. But how can you protect that reputation and, if the worst happens, defend it?
 
Choosing a PR agency for your small business
[July 4, 2007] Selecting the right public relations agency is an important decision for any business, but is particularly crucial for a small organisation with a limited budget.
 
Blogging - How the rules have changed in PR
[June 18, 2007] The world of PR is changing rapidly. The advent of the internet and especially blogs is changing the rules of PR. Here's an introduction to PR in the blogging age.
 
Achieving value from PR
[June 6, 2007] With companies spending on average 10 per cent of their marketing budget on public relations, ensuring value for money and measuring return on investment is understandably at the top of the marketing manager’s agenda.
 
How to handle interviews with journalists - Top Tips
[May 9, 2007] As a general rule, remember that the media are not your enemy – the average journalist won’t be trying to catch you out by asking awkward questions. But depending on the story, some may, so it’s always worth you being 100% ready for any interview.
 
The online media tool every business should use
[April 30, 2007] A busy 'Press Centre' suggests a successful busy business, and is an essential tool for every new business. Some top tips on how to impress journalists and clients.
 
7 Ways to check your story idea is newsworthy
[April 26, 2007] Don’t waste time writing press releases that will never be used by the media. Here are 7 easy ways to check your story idea is newsworthy.