For the launch of Hilton Hotels & Resorts’ new eforea spa brand, Covalent Logic team built a microsite on Hilton’s Global Digital Media Center to manage media outreach and house a range of digital assets, from downloadable photos to embeddable video spa tours. Stafford Kendall, principal at Covalent, provides four tips on for creating a seamless Web site experience for media.
1. Share the wealth. Provide a multitude of high-resolution photographs, video and audio that is easily downloadable. Give them plenty to choose from.
2. Open sesame. Do not require a log-in or credentials to access your materials. Credentialed press creates exclusivity, but doesn’t allow for broad coverage from bloggers and regional media.
3. Get a game plan. Gather logos, fact sheets, links, head shots and B-roll footage in advance to have on a development site (and tested) before your event. Require these items to be finalized and in place by the day of the launch.
4. Please feed the beast. A media site should be a living, breathing animal that requires nourishment, updating and ongoing attention. Don’t build it and forget about it.
PR News subscribers can read more about Covalent Logic and Hilton's multi-phased PR efforts in the case study: "Sly Messaging and a Personal Media Relations Touch Help Drive Global Buzz Around Hilton's Spa Launch."