Let's say that you just wrapped up a super successful campaign for one of your clients.
You're thrilled, your client is thrilled, but when it starts to pick up a bit of media attention, it becomes very clear that you're unprepared.
Industry influencers looking to report on the success of your campaign are having a hard time getting a hold of you, and when they do, you find that you're fumbling around trying to piece together the assets they need to finalize their stories.
The truth is, this is an entirely preventable mess.
Having a clean, informative press page is invaluable because it aims to simplify the process of discovery by making it easy for outside sources to publicly recognize your client's brand.
When creating an effective page, the goal is to anticipate everything the media might need. Below, we've listed five common press-page elements. Scroll further down or click here for more press page examples.
5 Things Every Press Page Needs to Address
1. Contact Information
At the very least, you'll want to supply people with the phone number or email address of whomever is in charge of handling media requests for the company. While factors like company size and industry may influence how much information you should give away, feel free to also list the name(s) of those in charge of inquires, a mailing address, and information specific about other office locations.
To illustrate what this could look like, check out this example from Etsy. Rather than leaving people in the dark, Etsy addresses its contact information before diving into any other company details:
2. Company Overview
The focus here is to provide just the right amount of detail without sacrificing clarity and length. Essentially, you want visitors to be able to quickly and easily grasp what it is that the company does without any confusion or need for further clarification.
Here are a few fundamental elements that you should aim to include:
When the company was founded and who was involved (founders, investors, etc.)
What the company does
Noteworthy growth statistics
If you're looking to provide more context, consider presenting additional information in the form of a timeline. This is an effective format for those looking to extract quick bits of information and gain a better understanding of the company's progression. Instagram's press page serves as a great example of how to execute this approach:
3. Noteworthy Media Mentions
Has your client been interviewed or quoted in an article? Has his company received any awards or nominations? What about a product or service mention in a noteworthy publication?
Any and all of these instances are worth linking to on the press page, as detailing media coverage helps to position the company as both credible and newsworthy.
We love the way that Birchbox presents its recent news features in this clean, organized list. However, what stands out most about its approach is the inclusion of the publication's logo. These recognizable visuals help to capture the attention of those scanning the page for quick hits.
4. New & Existing Press Releases
Press releases are commonly thought to be long, buttoned-up documents riddled with buzzwords; however, that's not always the case.
Facebook organizes its press releases in a way that is both informative and easily digestible. At a glance, visitors can scroll down the page to check out headlines accompanied by an image and a brief explanation of the announcement.
It isn't until you click into a press release that the news actually unfolds. In the example below, you'll see that Facebook uses images to illustrate its announcement, while also providing readers with the option to download the visuals for their own use:
5. Media Assets
When a media source goes to write something up about a company, it will first need to get its hands on a few important assets -- visuals, bios, social media links, etc.
To eliminate back and forth requests, your client's press page should serve as a hub for the following things:
Logos. You may want to include several different variations of the company's logo. For example, many companies have both a dark version of their logo as well as a lighter variation that can be used to ensure contrast and optimal visibility when placed against different backgrounds.
Screenshots. If your client offers an app or software, clear, up-to-date screenshots are a critical piece of the puzzle. Don't be shy about how many different views you include -- the more the merrier.
Headshots & Bios. At the very least, you want to include high quality headshots and current bios for any of the company's CEO, founders, or executives (links to their social media accounts help, too).
Office photos. These are of lesser importance than the assets listed above, but it's not uncommon for people to go looking for office photos to use as a featured image or within an article.
GE's press page, called GE Reports, uses a simple format to show off as many news stories at once. They also offer a helpful, eye-popping box with links to media resources. This allows the press to see multiple headlines about the company and find whatever other resources, assets, or contacts that they would need to build a story all in one place.
When Snapchat wants to share big news, they publish it on Snap Inc.'s news page. While this page is simple, and mobile optimized with one column of news, Snap zests up each news story by including a colorful animated video with each text-based announcement. This allows the press or followers to get a visual and a text-based description of how the platform is changing or how its new features work.
Although the page is pretty simple, they also include contact links for both support and press inquiries so those who want to learn more about each story know where to go next.
Apple's news page looks a lot like a page you would actually see on a news website. Most stories have a unique visual attached to a headline and blurb. Because Apple's news is often about products, this gives them a chance to show any imagery, such as new product shots, as well as the longer text-based descriptions of each news item.
Instagram has a similar mobile-optimized, single-column format on its press page. However, they include a top navigation which allows the press to click into Instagram's backstory page and a brand assets page. This gives the press the ability to find multiple different elements that they would need to write a news story, including the current news, company background, and brand assets such as logos and images.
Another thing they do is remove their standard Instagram navigation. This might help press people focus on the stories rather than moving off of the page due to navigation links or the search bar.
Originally published Aug 6, 2019 8:30:00 AM, updated December 16 2019