Most companies have a “Media” or “In the News” section on their website a.k.a. a virtual press room. But is it working as hard for their company as it could be? The benefits can be significant for companies who are utilizing their press room to their fullest advantage.

FOR THE MEDIA
The purpose of a virtual press room is to streamline relevant press materials and make them easily accessible for an editor. It should anticipate what a media representative would be looking for and address those needs.

Overall, you should keep these three elements in mind: easily searchable content, contact information and an uncomplicated layout. (If you prefer to keep press materials private from the general public, we recommend setting up a media-access only area on your website.) In more detail, this is what should be included:

• Contact information for your press representative, including an email address and phone number
• A simple layout showcasing recent press
• Press kit materials in a PDF format that the media can easily download
• Linesheets/ lookbooks in a PDF or flipbook format

Bonus Features:

• Hi-res images of your products, as well as photos of key company executives
• Any images of celebrities with your products
• An archive of news and/or press releases
• Video content that can easily be linked or embedded
• Quotes from key company executives
• Story ideas, if applicable

FOR THE CONSUMER
An online press room can create a larger overall feeling of validity for consumers who are considering purchasing your product or services. It shows that your company cares about how they are viewed in the public eye. It also assures consumers that time, energy and resources have been invested in your company’s image and that your brand has been well-received by its target audience. If a consumer sees that your products have been included in their favorite magazines and blogs, you have a better chance of capturing that person as a customer because someone (ex. their favorite magazine of choice) also validated that your products are unique and worth buying because they chose to include it in the pages of their magazine over hundreds, even thousands, of other products.