9 Ways To Improve Your Company's Online Newsroom

How to make a newsroom reporters will swoon over — #2 of PR Blueprints

Welcome to No. 002 of PR Now, the public relations newsletter for non-PR pros
Reading time: 2 mins.

Here for the first time?

Hopefully, you’re using some version of the media pitch template I gave ya in No. 001 that has been helping folks just like you to secure media coverage. But if you haven’t sent a pitch to journalists, that’s OK.

Today, I want to help you create a successful, good-looking online newsroom.

Why? It will give journalists a snapshot of what your biz provides and who you support, plus they will see what other media coverage you’ve landed. In other words, you’ll make them happy.

To your PR wins,


New to my stuff?

After you or your PR agency pitches a story idea to a journalist (using personalized pitches, of course), a likely next step taken by a reporter is to visit your website.

Below are 9 ways to create a great online newsroom. Together, we’ll help the media see what they want fast, so they don’t leave your site confused about what you do. 🤔

  • Submit an XML sitemap to Google (request inclusion; news sitemap must only contain stories)

  • Give your online newsroom a custom own URL address

  • Publish news stories you’ve been mentioned in and press releases

  • Add a media kit (hi-res executive headshots, logo in multiple formats, c-suite bios)

  • Prominently display the email address of a real person handling media inquiries, not press@companyname(dot)com

  • Each press story deserves its own blog post and URL under 'Newsroom' (publish an intro paragraph summarizing the value to the reader within the article, then add 'Read more...')

  • For images, use alt text, captions/labels for pictures

  • Make your newsroom searchable

  • Place 'newsroom' in the footer (reporters are time-poor)

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