Web Design Best Practices

5 Buzzworthy Online Press Rooms


What are some best practices for responsive press room design?

Continuing our theme of best practices for various sections of a corporate website, let’s take a look at online press rooms. These are also known as newsrooms, media rooms, or press centers.


What makes a great online press room?

The main purpose of a corporate press room is to provide the media with easy access to information about your organization — news and press releases, company history, contact information, case studies, executive bios, as well as video content and high resolution photos. Content should be both easy to access and easy to share. As always, searchability is a plus.


A bad press room could be costing you media coverage.

“A frequent complaint of journalists is that they cannot quickly and easy find the public relations contacts on a media website,” according to PR Newswire. “In fact, on many sites it takes a minimum of five clicks to get to the public relations contact page.”

Much of your traffic will come from search engine results, meaning there’s no guarantee which page journalists have used to enter the site. It’s a good idea to include key contact information on each page. At the very least, this information should be no more than one or two clicks away.

While we’re on the subject of search engine traffic, keep in mind that issuing a slew of press releases stuffed with key words and backlinks doesn’t have the same effect on your results that it once did. Still, SEO remains an important consideration when it comes to your press room. Be sure to add new, quality content as often as possible.


Below are five examples of online press rooms that provide the content journalists want in a way that allows them to easily find what they are looking for.


1. Verizon

The most noticeable thing about Verizon’s online press room landing are the graphically-enhanced news stories. Hovering over an image reveals social media options. In a way, it feels more like an online magazine than a press room.



2. GE

GE’s press room shows a nice organizational feel, striking a solid balance between graphics and text. Search functionality appears close the top, right underneath the featured content marquee.



3. Target

Target offers a solid example of a responsive online press room. Content and information can be found quickly and easily in both desktop and mobile views.



4. Nissan

Nissan’s award-winning press room features attractive imagery and multimedia content without sacrificing usability and easy access to its quality content. Information is laid out and grouped in an intuitive manner based on media needs.



5. Tremor Video

This is a press room that we designed for Tremor Video. Press contact information has a prominent place on the page, as well as case studies, social media options, and other engaging content. We believe that the downloadable infographics add a nice touch.


Responsive is the new norm.

By implementing a responsive design, all of the examples we’ve looked at offer a robust user experience no matter the device used to access the site. Your online press room should provide the same ease-of-access for journalists on the go as well as for those in the office or at home. 


For the rest of the series, check out:

5 Best Investor Relations Websites

5 Great Responsive Careers Websites

Jesse Basham Writes about digital marketing and digital strategy for Lightning Jar.

Jesse Basham Writes about digital marketing and digital strategy for Lightning Jar.

A bad press room could be costing you media coverage.