Want to be a reporter’s best friend?
Make it stupidly easy for them to get what they need.
One of the simplest ways to do that? Create an online newsroom on your website. Call it a newsroom, pressroom, or just press — it doesn’t matter.
What matters is having a dedicated space where journalists can find everything without hunting through your entire site or sending you three follow-up emails.
I’m currently helping a client build her first newsroom. She’s a customer experience expert who’s been quoted in The Wall Street Journal, Forbes, and The Chicago Tribune.
But here’s the thing — her media coverage has been hit and miss. She’s never proactively pursued coverage or worked with a PR pro before.
So before we ramp up media outreach, we’re doing the smart thing: building a comprehensive online newsroom that makes reporters’ jobs easier. (Oh, and we’re also creating a comprehensive, strategic PR plan.)
Why This Matters More Than You Think
According to Cision’s 2023 “Global State of the Media” report, 44% of journalists now include video with their stories. They’re not just looking for quotes — they want multimedia assets, background information, and ways to contact sources… fast.
Your newsroom becomes the one-stop reporter shop. No digging. No waiting. No friction. Everything reporters want at their fingertips.
What Goes on Your Newsroom Homepage
Keep it simple. And clutterfree.
Start with a captivating banner image with a headline that sells your spokesperson as a must-interview expert. The brief copy below should make it crystal clear why a reporter would want to talk to them.
Then add links to four essential pages:
- News & Trends
- Press Kit
- In the News
- Press Contact
But here’s a secret — tease your News & Trends section right on the homepage. Show thumbnails of your 3-6 most recent press releases. Make them clickable.
There’s a reason we’re not calling it “Press Releases.” That sounds boring and corporate.
Reporters love covering trends (and bonafide news). It’s one of the core elements of newsworthiness. By framing your content as trends rather than just releases, you position yourself as someone who has current, relevant information — not just someone shouting about their latest product launch.
Finally, place your press contact info at the bottom of the newsroom homepage. Reporters shouldn’t have to click through three pages to find out who to email.
This puts three of the most important pieces of information on your newsroom home page: why this person is important, the latest news, and a press contact.
Next week: I’ll walk you through exactly what should go on those four key pages — and why each one matters for building reporter relationships.
The 3 Big Takeaways
- Be reporter friendly – An online newsroom makes reporters’ jobs easier, and when you make their job easier, they’re more likely to cover you.
- Be a tease – Your homepage should tease your best content by including your latest news — don’t make journalists click to another page to see if you’re worth their time.
- Language matters — Calling your press releases “News & Trends” instead of “Press Releases” positions you as a current, relevant source rather than just another company pushing announcements.
Want to discuss what your online newsroom should look like? Schedule a call with me here.
Stay authentic — and reporter friendly.
Jeffery E. Pizzino, APR (seen here in a vintage photo circa 1983 serendipitously doing a Clash impersonation in a since-forgotten location) is a spin-free public relations pro who is passionate about telling the why of your story with clarity, impact and authenticity. He began his PR career in 1987 at Ketchum Public Relations in New York City but has spent the majority of his career as a solopreneur. He’s the Chief Authentic Officer of the Johnson City, TN-based public relations firm, AuthenticityPR. He also functions as the fractional CCO for technology startup Converus.
Jeff has an MBA in Management from Western International University and a Bachelor of Arts degree in Communications — with an emphasis in PR — from Brigham Young University (rise and shout!). He’s a native of Milwaukee, Wisconsin, but also holds an Italian citizenship. Jeff and his storyteller wife Leticia have four children and four grandchildren. In his extremely limited nonwork hours, he studies italiano, practices guitar, write songs, gardens, disc golfs, reads, listens to New Wave music, serves in his church, watches BYU football, and plays Dominion and Seven Wonders. Email Jeff.
