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How Anyone Can Build a One-Stop Press and Public Relations Shop on the Web


Guest articles > How Anyone Can Build a One-Stop Press and Public Relations Shop on the Web


by: Robert Deigh


Are you making customers, prospects, the news media and other visitors work too hard to get information they need from your Web site? They're only going to give you a couple of minutes to make your case, so make it easy.

Here's how: Put all the good stuff just a click or two away from the home page by creating an online "Newsroom." You'll make a good first -- and lasting -- impression.

Paste a "Newsroom" button onto your home page. Have it take visitors to a special page that includes contact information (nothing worse than having to search all over for a company's address and phone number) and links to product and service brochures, bios, press releases, news clips, testimonials, speeches, event information, white papers, FAQs, newsletters and case studies. Also, make the documents downloadable as .pdf files where possible.

Too often, organizations -- even large ones with plenty of resources -- put off creating a central information page until "we finish redesigning the Web site." No need to wait. Everything you need is probably already there. If, for example, product sheets and executive bios are featured somewhere on the site, just link to them from the press page. In no more than a couple of clicks, visitors should be able get to the information from the newsroom. That makes it easy and inviting. Your online newsroom may also function as a sales and marketing kit.

This is also a good place to link to video clips, blogs, podcasts, slide shows and other media that feature recent presentations, product demos and the like.

It's very important to keep the online newsroom and its contents up to date. If the last news release you posted is dated back in 2006, for example, it gives the impression of stagnation.

Check out the Web sites of companies you like and see how they have organized their online newsrooms. Pick one example and use it as a model for yours.


Robert Deigh is principal of RDC Communication/PR and the author of "How Come No One Knows About Us?" (WBusiness Books, available May 2008), the PR guide for organizations large and small that want to win big visibility. Deigh helps organizations increase their visibility and build their brands by creating strong and positive relationships with the press and other audiences. He is also a well-known speaker and trainer on media and PR topics. Want more free info to build your business? Subscribe to Deigh’s popular monthly 1-page online newsletter “PR Quick Tips” from his website at He can be reached via email at, or by phone at 703-503-9321.

Contributor: Robert Deigh

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Classification: PR


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