Including a newsroom as part of your website helps the media and also boosts SEO.
Perpetually “on deadline” media folks want information fast. They will logically come to you first for information about you. Feed the need or they will go elsewhere.
And because you always want this area to have fresh and accurate information, this portion of your site can also boost you SEO. Press releases should be timely and keyword rich.
I have recently reviewed online newsroom tools from Vocus and was impressed by how it can help a communicator maximize interactions with the media.
Certainly, you can also build an effective online newsroom yourself.
Here is a checklist to ensure your newsroom is effective:
Make it easy to find
Put it on the homepage and at the top of the navigation bar. Make the URL short and easy to remember and bookmark
Include any means that you can be contacted – phone, fax, mailing address, e-mail, Facebook, Twitter, and LinkedIn
Post them immediately and make them searchable. Be sure you make them keyword rich to boost your visibility on the web around the words and topics that matter to you.
Create an “In the News” section that has information about your company and others. Link to articles and videos. Be a source for the entire story, not just your role. As an option, you can build this content at a social bookmarking site like Delicious or Stumble Upon and link that into your newsroom. The bonus here is that you get exposure for your links beyond your own website.
Offer RSS or a way to subscribe to press releases
Include photos, graphics, videos, podcasts, in addition to text. Provide materials that journalists from all types of media can use.
Bios of key executives
Include biographical information for top executives along with professional photographs.
Provide guidelines for acceptable use of your logo. List attribution information for photos if appropriate.