Following are ways to attract the press to your Web site and keep them coming back for company information and story ideas.
Provide special "press-only" sections of the site - let journalists be the first to get pre-release software to download or see materials not yet made public. Give reporters a special code or a direct URL through email updates.
Link reporters with clients or customers to promote feedback and "nonbiased" communications - by linking from the PR portion of the site to client sites, newsgroups or other useful areas, reporters can glean tangible evidence of how products and services are being used "in the real world."
Make sure to have company information and contacts sections - there's nothing worse than losing a prime PR opportunity because a reporter didn't have access to key personnel within a company. Always include, on the front page of the press section, complete address information, including phone numbers and email addresses. Always respond to inquiries within 24 hours.
Make sure press releases, news, biographies and art work are well categorized and easily downloadable - larger companies should segment topic areas and provide plenty of archival information for background research purposes.
Have a comprehensive and powerful search engine - make sure navigation of the site is clean and easy.
Chat rooms, newsgroups, list servers and other sites are great places to publicize products - journalists are usually searching all over the Web. Go beyond your site and let them know what you have available.
Host "special events" online - previews, launches, parties, virtual press conferences, etc., to include members of the media who can't always be on-site for your special occasions. This includes cybercasts that allow journalists to listen in, live, to speeches and presentations. Invite the press to lead discussions and ask plenty of questions.
Put your successes online - make sure to post articles, reviews, interviews, etc., that mention your company name.
Source: Interactive PR & Marketing News, a sister publication of PR NEWS.
