When it comes to writing a press release about your own business, you might be a wizard wordsmith or a nervous newbie. Either way you should have all the facts you need at your fingertips. But what about when someone else – for example a journalist or blogger – sets out to write about your business, in response to a press release or a pitch? The last thing you want is for inaccurate data to be created and disseminated, so how easy will they find it to discover accurate, up-to-date information on which to base their piece? Let’s consider the ways in which you can make their job – and your life – easier.
It’s all about your website
Perhaps your most important media, when it comes to this type of PR activity, is your website. It’s your most powerful method of communicating with the outside world. Your job here is twofold: attract people to your website and make sure that, when they find it, they can also find whatever specific information they are looking for, so that the coverage they give you is worth your while (and theirs too).
In terms of a content written by a third party, that means making sure that what they’re looking for is both easily discoverable and correct.
Aim to set up four distinct areas, that tell:
- About the business
- Specific media data
- Social media contact information
Let’s take a closer look.
About the business
This should offer clear and concise information about your business, including its history, key moments, key contacts and contact information. The aim is to ensure consistency of historical information and allow pre-approved images to be downloaded, along with access to appropriate people via phone and email. Bear in mind that, if appropriate, you can redirect people to your PR rep.
This can be a mix of press releases created in-house and disseminated, and clips and mentions generated externally. If you make press releases available, then list them here. Also, if you have media links – whether to publications or video clips – make them available as well. Be selective with regard to sources – for example, the more well-known places with the widest distribution should probably dominate – and take care to provide a broad selection of media.
Specific media data
If your business name has a specific styling, or the logo should be rendered in specific fonts and colors, you should make that known. Also, it can be useful to provide high-profile, downloadable images of logos, key people in senior positions in your company, and products.
Social media contact information
Your business should have a social media presence and links to those sites on which you are active should be easy to find. By all means have a separate tab that collates them all, but also make sure they are mentioned on whatever additional pages are appropriate. Also, remember that social media is a two-way street; as well as expecting relevant people to connect with you, you should also connect with them, by following relevant journalists and individuals, and providing links to any relevant news, reviews or data.
The most easily discoverable information about you is likely to sit on your website. Take care to ensure the site looks good, reads well and is easily navigable – giving anyone basing an article on your press release the best chance of showing your business in a favorable light.