Journalists rely on reliable sources to meet tight deadlines and create accurate stories. Brands that offer comprehensive press pages stand out by making this process easier. A well-crafted press page not only provides essential information in one place but also shows that the brand understands the needs of the media.
If you want to attract journalists to your business or cause, you need to learn why a press page attracts these professionals and how and why to compile one.
Ease of Access to Information
A well-organized press page serves as a one-stop shop for journalists. Instead of sifting through countless emails or attempting to navigate a company’s website for basic information, reporters can find press releases, media kits, and essential contacts all in one place.
This accessibility saves time—a precious commodity in journalism. In 2022, estimated total U.S. daily newspaper circulation (print and digital combined) was 20.9 million, down 8% and 10% respectively from 2021, which shows us the immense challenges journalists face as traditional outlets continue to shrink. Reporters have to do more with fewer resources. They want to be able to find quick access to the information they need to cover a story, craft their narratives, and meet tight deadlines.
Plus, comprehensive press pages typically include high-resolution images, logos, and even b-roll video content, which make journalists’ jobs all the easier. By providing these resources upfront, brands make it easier for journalists to tell compelling stories.
An organized layout and clear navigation also contribute to a positive user experience. When a press page is easy to use, journalists are more inclined to revisit it for future stories. Brands that take the time to design an intuitive press page often create lasting relationships with the media.
Reporters value reliable resources, and a well-organized press page can quickly become a go-to tool. Adding a search function makes it even better, allowing journalists to easily find specific press releases or details they need for their stories. In short, brands that create clear and accessible press pages save reporters time and earn their preference.
Credibility and Transparency
Brands that maintain comprehensive press pages demonstrate a commitment to transparency, which builds trust with the media. When journalists can easily find accurate and up-to-date information directly from the source, it reduces the chances of inaccuracies in reporting. This is crucial as journalists strive to uphold their own credibility, with 58% of surveyed journalists stating that accuracy is their number one priority.
As American political commentator Ana Kasparian puts it, “The point of journalism is to hold people in positions of power accountable.” By providing reliable materials, brands not only help journalists meet this standard but also reinforce their own reputation as trustworthy sources.
Including contact information for media inquiries can also build trust. Journalists value having a clear point of contact for follow-up questions, showing that the brand is open to communication and values working with the press. This direct connection makes it easier to share information and leads to better stories for everyone involved.
Regularly updating a press page shows that a brand is active and committed. Fresh content reassures journalists that the brand is engaged and reliable.
Facilitating Better Storytelling
Journalists often seek compelling narratives that resonate with their audiences. Comprehensive press pages help support these narratives by providing a wealth of information in one convenient location. When brands include background research, statistics, and story angles, they equip journalists with the tools necessary to craft engaging reports.
Press pages are even more useful when they include case studies or examples of the brand’s impact. Clear examples make it easier for journalists to create meaningful, impactful stories. Also, stories often connect with readers through human interest angles. Brands that include customer or user testimonials make it easier for journalists to add a personal touch to their articles.
Comprehensive press pages that include upcoming events, product launches, or corporate social responsibility initiatives provide journalists with timely content ideas.
Building Relationships with the Media
Lastly, a thoughtfully curated press page establishes a foundation for ongoing relationships with journalists. In a field where fostering connections can be just as important as the story itself, brands that invest in their press pages signal to reporters that they value collaboration. This can open doors for future partnerships, interviews, and exclusive content exchanges.
As Oscar Wilde famously said, “In America, the president reigns for four years, and journalism governs forever and ever.” It’s clear why building strong relationships with journalists is so important for brands aiming to grow. When journalists see that other reputable outlets have covered a brand positively, they feel more confident in including that brand in their own reporting.
Ultimately, a commitment to accessible and useful resources reflects a brand’s dedication to not just its audience but to the media community as a whole. As a result, brands with comprehensive press pages enjoy favorable coverage and positive relationships that help them grow and share their stories effectively.