5 Components of a Perfect Press Page
So, you've finished another successful project for a client. You're happy, they're happy, but it's brought in some media attention you weren't prepared for. Media and influencers are having a hard time getting a hold of you, and when they do, you're having a hard time bringing together the assets they need for their stories. If you have a clean, easy to navigate press page, it is a valuable way to simplify the discovery process for any outside source to recognize and understand your brand and its story. Your press page isn't just about showcasing your company's accolades, it is also a way to educate your target audience and the journalists and writers and influencers that engage them, about what is going on in your company. One of the easiest ways to fuel this education and exposure is by publishing your press release(s) and any media coverage on a dedicated page on your website. Your press page should be named appropriately and easy to find within your company's site. Here are a few things every great press page needs.
A Company Overview
The main focus of this section is to provide quick and easy access to what your company does without any confusion or need for further clarity. Here you are communicating what the vision, goals, aspirations, and dreams your company has in a way that is inline with your brand tone and voice. Once you have successfully and succinctly translated the "why" behind your company's purpose, some of the fundamental elements you could include in this section are when your company was founded, the founders and potentially the investors and partners involved in the project, what your company does, your office location(s), your company's size, and any note-worthy growth statistics. An excellent way to provide further information here is to add a timeline of your company's progression. This is a great way to add extra information for a better understanding of your company.
This is something every press page should have, at the very least. Your press page should supply people with the phone number and email of whoever is in charge of handling your company's media requests. While not all companies feel comfortable giving away too much information here, you should at least list the names of those in charge of media or press inquiries for your company. Also, consider adding your mailing address and any other practical information you think is important to share.
This section should detail any media coverage that helps position your company in a credible and positive light, but if your company isn't making any impressive appearances in the press, consider waiting before you add this section. This section doesn't exclusively need to be articles of your company featured in the news. This section can also include things like your CEO's speech at a local event or a post you wrote on another company's blog. You should include any awards or public recognition that your company or any of the company leaders have accepted. Organize this section chronologically, whether that be by the exact date or by month.
Your press page needs press releases. Press releases are hopefully well-worded documents laced with buzzwords aimed to impress. Clearly label your releases and have your releases separate from your media and news mentions. Have your press releases in HTML documents to allow journalists to copy and paste the text easily. Being concise and clear here is vital. Anyone who reads your press releases should be able to easily find out who your company is, what it does, the event that just occurred and is being highlighted. Create your press releases, so they are easy to read and make each point or statement of the writing to stand out from the others. Include stat boxes, infographics, and block quotes throughout the document to further engage and inform the reader. Stat boxes should be clearly labeled and contain only key stats. Infographics should consist of branded imagery that graphically explains only the most critical measurements. Your boilerplate company explainer will be the same in every press release. This will provide the information you want your readers to know about your company. Your boilerplate is a condensed version of your "About" page on your company's website. Block-quotes are vital quotes that you want to have be seen by reporters for use in their newspaper articles, blog posts, and magazine articles. When you write your press release, stick to the facts instead of sharing your enthusiasm. The press and writers are looking for facts and statements and quotes they can use.
Before a media source can write something about a company, they first need access to several important assets like images, rich media, bios, and social media links. Your press page should also include several different variations of your company's logo. Most companies at least present a light and dark version of their logo, used to contrast the backgrounds they're placed on. Up-to-date, clear screenshots of your company or your clients' software or mobile application are great assets to include as well. The more, the merrier. At the very least, however, your press page should consist of high quality, recent headshots, and the current biographies for the company's CEO, founders, and executives. It's always a good idea to include their social links, as well.
Our Favorite Press Page Examples
Whenever SnapChat shares their big news, they share it on Snap Inc's NewsPage. The page is easy to read and mobile-friendly with just one centered column filled with news. They include animated videos with each post so that everyone can get a nice visual along with the text description about how the platform is changing and evolving.
Instagram's press page is an excellent example of the use of a timeline progression. These can pack in tons of information to help people gain a better understanding of that company's progress. They have a similarly simple, single-column format like SnapChat, but they include a top nav bar for easy access to their company story and brand assets.
Apple's press page looks similar to a news website where most of their stories come with a unique image attached to a headline and excerpt. Apple's news is almost always about their products, so they have plenty of opportunities to post product photos and longer descriptions for each.
To create a great press page, keep it clear and straight to the point. This is what every press page user inevitably wants. Focus on the facts and make everything easy to find while not skimping on images. Journalists should be treated and are your friends. Make your press page a comfortable experience they will be grateful for. Don't expect a thank you note, but they will show you their gratitude with better and frequent media coverage.
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