Creating an Online Press Center

Build a center to reach the media effectively and update news instantly

By Tom Nutile, Principal, TN Communications Group

If your company regularly releases news to the media or has a “breaking” news event and wants to reach journalists quickly with accurate information, including a press release, photographs and facts about your business, consider creating an online press center. In the Internet age, media organizations post news updates 24 hours a day, so news about your company should be available – and able to be updated – around the clock. An online press center, also known as an online media room or media center, is a Web site accessible to journalists (and the general public) that contains current or “breaking” news about your company. It’s different than a regular company Web site in several ways:

It is dedicated to working journalists trying to find out information about your firm.
It is often created for a specific news event, product launch, or fast-breaking crisis.
It often, but not always, resides at a separate location from the main company site (although it is usually linked to it).

Post more than just a press release and exec photos on your site

Journalists on deadline want facts quickly and in a format they can easily download. Consider placing the following on your center: a backgrounder and history of the firm, answers to frequently asked questions, photos of the company headquarters as well as top execs, and other relevant company material.
Try: Bone up on the common elements of an online press center and how to develop those elements at Insight, PRMadeEasy and Fenton Communications.

Hire an expert to build your online press center

If you run a small business, you may not have the resources to build a site yourself.
Try: Hire a firm to build your site. Learn what questions to ask in seeking a provider at this page from the National Federal of Independent Business (NFIB). Firms with experience building online press centers include TheWriteMarket.com and the TekGroup.com.

Use a wire service as a host site

Some paid wire services will host a standing press center for your company that links to press releases you send out using their network. Paid wire services, such as Business Wire and PR Newswire, distribute your press release to journalists all over the world. Their online press centers allow you to post your company’s logo and photographs of top executives and headquarters as well as key evergreen graphics.
Try: Business Wire members can set up a standing Company Profile or, for an additional cost, an enhanced Smart Company Profile that delivers photos and graphics to the news media. PR Newswire offers a similar service called MediaRoom.

Adopt best practices

Many corporations and organizations have built excellent standing online press centers. Study them and adopt the elements that work for your organization.
Try: Check out the online press centers for Texas Instruments, Google, Onfolio, or the online corporate center built by Business Wire for Fedex Corporate.