I can't think of a client today who doesn't post some sort of company news on their site, typically in the form of news releases, company events and press coverage. While this information is useful, it is not sufficient in an age of 24/7 communications when audiences are both local and global. Today an online press room is key to provide access, easy-to-find and use information an editor or analyst might need, without trying to track it down, piece-by-piece.
The changes that are required are not big ones, but they are essential. For the company which is not yet public, it would include:
. virtual press kit with:
. company backgrounder
. executive bios & contact information
. basic company FAQs
. downloadable product shots
. downloadable company logo (s)
. Breaking news with the latest company press releases, url, links back to the company's site, and RSS feed
. Press Coverage (with links to the important articles)
. Key Company trade shows & events
. Customer application stories and photos
. Media inquiries (a place for reporters and analysts to immediate help with their questions.)
. Press contact, both at the company and agency, if you have one
Not a big deal, but important, and the very tip of the iceberg for PR which is increasingly practiced online, but that's a far bigger subject.
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