Press releases cost nothing to create. But if they are picked up by media then they can have a multiplier effect. It is therefore important to have a powerful Press Release Page.
To be effective, the Press Release Page must have the following features:
1. Post regularly
You must post media announcements regularly. It is very disappointing to open a Press Release Page and find that the last press release was posted three months ago.
2. Last post first
Follow the golden rule of the web. Your last press release should appear first on your press release page. It will make life easier for journalists. They don’t have to scroll down the page to learn what is happening in your company.
3. Time stamp press releases
Let the journalists know when the press release was issued. Your press release listings must include the date, month and year at the end of each headline.
4. Archive by date
If your company issues one or two press releases a month then don’t archive press releases month-wise. There is nothing more painful than to click on a month and find only one press release. It is better to archive them year-wise. Ideally, your Press Release Page must have the option to view all press releases on one page.
5. Archive by topic
If your company markets products across industries then you must group press releases under individual business lines such as Clothing, Watches, Jewellery, Real estate etc
6. Showcase news stories
Your Press Release Page should provide links to news articles about your company. However, you must make a distinction between press releases and news. The news article links must be archived under a separate link such as In Media.
7. Press release page
This is simple common sense. You must have a prominent link on the navigation bar that states Press Releases.
8. Provide summary
There is nothing wrong in displaying press releases as simple listings. But you can add great value to your Press Release Page if you provide a summary with each listing.
9. Have Search box
A search box is a must for any Press Release Page. It must be placed prominently on top of the page so that journalists can locate it easily.
10. Include links
You must include links to related information at the end of the press release. When you do so, you tell journalists that you care for them.
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