Require a reporter to make numerous requests for additional info. There are always going to be some things that you do not want to provide online on a constant basis. This could include certain photos or ebooks. Keeps these instances to a minimum! In cases like these, it is fine to say ?please contact us for photos of this event,? or ?please contact us for a sample ebook.? Some media rooms have very limited file space, which may require you to upload low-resolution photos to save space. Asking reporters to contact you for high-resolution photos is all right, too. The point of an online media room is to provide the media with most of what it needs.
Be out of date. Update press kit materials as needed, and try to keep a current press release available ? even if it wasn?t distributed on the wire or to reporters directly. By keeping a timely supply of ?news,? in your media room, it will be obvious to the media that it receives your attention.
Other Helpful Tips:
Use links ? not e-mail attachments! Media rooms with media libraries should allow you to upload your documents and create a URL to their location online, which you can provide to the media instead of an e-mail attachment. When was the last time you opened an e-mail from a stranger that had an attachment?
Have a blog? Link it to your online media room. Blogs are a great way to discuss your company, cause, or industry and are often used by members of the media when researching someone/something for a story. If you have one, add the link to your media room. If you don?t have one, consider getting one.
By following these tips and by putting yourself in the shoes of a journalist, you will be able to develop an online presence that is both informative and convenient. Do this and you?ll meet the demands of the media and increase the likelihood of gaining editorial exposure.