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During
a recent interview with a journalist the very first
thing she said was, “of course I have been all over
your website…” Today more than ever, the
Internet is being used for research and information.
Your website tells journalists and potential customers
– even competitors – what you do and what kind of
company you are. What do journalists want from
your website?
According
to a recent study, only 33% of the company websites
visited by journalists have the information the
journalists wanted. The top three things
journalists wanted to see are:
1.
Press
Releases. That’s right, those things that you
think nobody ever looks at. An archive of press
releases can illustrate growth or give background for a
current story angle.
2.
Contact
information. Journalists want to know who to
contact, preferably on a 24-hour basis. When they
are looking for facts to finish up an article, the last
thing they need is to be passed from one employee to the
next.
3.
Media
kit. Background information that profiles your
company, the management, size, etc. can help a
journalist immensely. An “about us” section is
a poor cousin to a properly executed media kit.
The right facts and figures at a journalist’s
fingertips can turn a story into a feature article.
When
three out of four journalists view the web as their
primary source of company information, it makes sense
that your site is easy to find, easy to navigate, and
has the information they are looking for. It could
mean the difference between being featured in a story or
not!
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