How to design a Press Page for your website (plus free cheat sheet)

Having a press page on your website shows the media you are open to hearing from them and if YOU are the right person for their story.

Putting a press page together once means you won’t need to constantly rewrite the same information over and over again. When journalists ask you for some info, boom, it’s ready and waiting.

You can add SEO details to the page for certain keywords that will then make your press page pop up in Google searches.

Plus, seeing a press page or media area on your website REALLY impresses your clients and prospective customers too. Appearing in the media shows validates you as an authority in your industry. When you leverage each opportunity and create this press area in your website, it’s a winner all round.

If you’re keen to add a press page to your website, here are my top tips on what to include to get you started.

Your Bio

Share your professional bio. Let readers know more about you, your work history and why you are the person they need to speak to.

Company Info

Include who founded the company, when and why. What your services or products do and who you help or work with.

Zone of Genius Topics

List in bullet point format your topics of interest that you can write or speak about. This can include causes you are an advocate personally for as well as professional discussion points.

Photos and Videos

Include your head shot, company logo and product images. Make them easy to download. If you are interest in speaking or on-camera opportunities then a show reel or video of you talking is ideal too.

Links to Recent Media Coverage

Add the links to all your media coverage. Guest blog posts, TV appearances, radio interviews etc. If there isn’t a link then a screenshot or photo of the exposure looks great.

Mention Awards

Remember to note your award wins or runner up entries. They build brand credibility and give you major ‘cool points’.

‘As Seen In’ Media Strip

When you’re featured in the media, grab their logo and add it to your ‘as seen in’ or ‘featured in’ media strip. You should also add this to your website homepage and social media profiles.

Media Kit

You can put all of the press page information in the format of a media kit, also known as a press pack, that can be easily downloaded.

Contact Details

Share your direct (not admin@) contact details to contact you for media opportunities or book your for a speaking gig. Assign a media contact for your company if it will not be yourself.

You can download my cheat sheet and template for you to work from here. Check out my company press page.

How about it – will you be creating a press page for your website?

Should I be paid to be in the media?

I’m all for setting boundaries and not working for free but when it comes to being mentioned in the media, PR is not something you should expect to receive payment for.  Emma Cossey (off of The Freelance Lifestyle) invited me into the #NOFREEWORK Facebook group to ask me about why being the media is completely different to the ‘No Free Work’ movement of, quite rightly, not working for free.

In short…

It is ok to be featured in the media and do credibility boosting PR activities for free.

It is ok to feature in the media and do credibility boosting PR activities @KerriLWatt #NOFREEWORK Click To Tweet

To work “for the exposure”  to me means: “Come and work for free for a day/week/months and do all this stuff we need and don’t want to pay you for and we’ll maybe give you a testimonial afterwards.”

Being in the media actually IS exposure. Not working for free in the hope of being introduced to someone cool. PR gets you out there in the world, potentially in front of your ideal client and then you get to add the logos to your ‘as seen in’ image to boost your credibility.

THAT is working for the exposure.

The ethics within PR and journalists also comes into play when we’re talking payment. Imagine a journalist is writing a news piece and they invite  you to provide an expert comment to include in their story. If they paid you for your comment, it would look like they had coerced you into your opinion. Whereas, had you not been paid and just give your expert comment you are seen as truthful.

As well as sharing some simple ideas for PR newbies to starting raising their profile and discussing exactly why appearing in the media is completely different to unpaid work, here’s a juicy question I was asked…

What’s the benefit of giving a quote or telling a story to a journalist?

PR is all about creating and maintaining your reputation. It’s what people say about you when you’re not listening. How you deal with a crisis, a customer complaint, your customer’s journey, it’s all part of your brand. PR is the reputation side and you establish yourself as the go-to leader in your field, thus media coverage coming into play.

Being featured in the media shows propsective and current clients that you are validated by this third party. PR activities should be seen as credibility boosting or should land you right in front of your dream clients. PR gives you the competitive edge and makes you the clear choice when people are deciding where they should buy or who to trust.

A mention in the media is fantastic but the magic happens when you leverage it. So when you’re on TV, share the journey with your audience, utilise social media stories and posts to show your day out, share key takeaways etc.

Add the logo to your ‘as seen in ‘ image on your website home page so it’s one of the first things visitors see, as well as your press page and social media cover images. 

Here’s more ideas as to how you can leverage speaking at or attending events.

There are loads of ways to start building your credibility and start landing media coverage. I share simple ideas to get you started in our #NOFREEWORK interview.

Check out the interview here…

1. Join the Facebook group here.

2. Watch the interview here.

Top 10 publicity hacks to get your business in the media

There’s nothing I love more than sharing a little nugget of knowledge around publicity. To help you gain exposure in the media for your business, here are my favourite 10 tips…

1. Get in the media your ideal client consumes

The big names are great to have in your ‘as seen in’ image. There’s no denying it. It boost credibility and gives you, what I like to call, ‘cool points’. BUT it’s also a good idea to be featured in media outlets you know will get you right in front of your ideal clients.

2. Find the decision maker

Type in the job title and media outlet into Twitter or LinkedIn to find your exact contact name. This is the person who you need to pitch your idea to so you know it gets seen by the right eyes. Try writing ‘Editor’ or ‘Fashion Editor’ and then the magazine name. Boom.

3. Befriend Hunter

This is a great tip for anyone looking to find the email address of a specific person. Add a URL into the website Hunter.io and it will bring up every single email address they have. It can even guess someone’s email as it knows the format they use. For instance, firstname.lastname@company.com.

4. Pitch a story idea not a topic

A general topic is much too vague for the media to decide if they want you or not. If you want to write an article for a magazine, pitch an actual article title. Sharing your work history doesn’t help the magazine know where to put you or know what you could write about.

5. Check the media pack

Be strategic with your time and spend time pitching yourself to media outlets with an audience. Magazines and other media often have a ‘media pack’, ‘media kit’ or the like, featured on their website. This is created for advertisers to see who and how big their reach is so will give you a great idea if they are the right place to feature your company in.

6. Say no to advertorials

Advertorials are paid-for media. They are often something smaller businesses or those new to PR get collared into because they don’t realise how else to appear in the media. If you know your ideal client is absolutely going to see you and you will leverage the opportunity to the max then it may be worth it. Chances are there are other ways to gain exposure.

7. Find your PR sweet spot

Once you have defined what media your ideal client is consuming, now think about which PR activities you want to try and where the sweet spot between them lies. If you are a great writer and know your dream client reads certain magazines, then you know it is worth focusing on that as a strategy.

8. Be media-ready

Once you start putting yourself out there people will Google you or land on your social media profiles or website. Make sure everything is up-to-date, page 1 of Google reflects your current business, and that you are ready to be found.

9. Have an opinion

If you agree with all your industry says or do everything perfectly it doesn’t make a great story. If you have an opinion, voice it. Just keep your published opinions on brand and in line with your business values. People love to see a negative turned into something amazing so if you overcame a failure that’s something your audience can (and will) resonate with.

10. Have a plan (however simple!)

Having a communications plan helps keep you and your team on track with your marketing, channels you are engaging on and the messaging you share. You’ll be able to plan for publicity and content for your business events, awareness days etc. I cannot recommend having a comms plan enough, however simple it may look.

If you would like to see your business in the media, I now host Brand Reputation and Communications Workshops at your office.

Interview: Editor reveals how to feature in magazines

I was reading recently in The Guardian newspaper that pitching your story ideas to the media is super tough. There are general rules that people need to follow and having run a PR company, I know only too well the challenges pitching brings.

The editor of Business News Daily receives tens of email pitches into her inbox every single day. She admits 95% are rejected or ignored. I’m positive she is not alone. The website Medium says there is a massive difference between pitching a ‘story’ and pitching a ‘topic’. They also suggest businesses looking for exposure should understand which one needs to be used in the pitching scenario.

I’ve spent years writing and tweaking email and telephone pitches for both clients and myself. From getting the idea right to finding the right person, it can be tricky to get that ‘Yes!’ from journalists.

My guest today, Emma Burford, is an online magazine editor and has some fascinating insight into becoming pitch perfect. This is a video taken from the recording of my Business Innovators Radio Network show.

Enjoy!

Want to get editors to say 'Yes!' from your email pitch?

Get media eyes on your business and discover the art of pitching to editors and journalists.
60 minute media coaching call. £99.

The real ROI of PR

PR is the ultimate WOM but can you have a tangible outcome or ROI from it?

I say YES and here’s why…

Most marketers and businesses devote their entire budget to advertising. With advertising, leads and conversions are metrics you can evaluate thus you can see a return on your investment when it comes to advertising. Website views, click-through-rates and sales made are all figures you take to your boss, share with stakeholders and your team in your review meetings.

Metrics from a single advert or advertising campaign are tangible. You can see the ROI and tweak your next campaign according to how well the ads converted.

When we consider using PR the ROI is less tangible.

I get asked often by people enquiring into my services that are new to PR, what return on monetary investment they will see. Whilst I always guarantee clients will get media coverage or campaign success, I, and anyone else in PR, cannot give an exact figure as to the financial success a client will see.

One of the best measurements of success I saw was a client waking up to an email inbox full of sales, a growing Paypal account and a queue outside their retail outlet. All after just one radio interview and one magazine article had been published. The company had a loyal and super online following that we had been nurturing a while through incredible content so as soon as they started appearing in the media their boosted credibility turned followers into customers instantly.

Now in my opinion, THAT is value and return on investment.

While it’s tricky to show an exact monetary value of what PR will do for your business, it’s safe to say that if you nail your message, get it in the correct channels and in front of the right people PR will grow your business.

Do you want your business to be famous?

In-house and virtual PR Workshop spots now open.
Email me below for availability or to book your date.

Media Coverage Masterclass

Media Coverage Masterclass with Kerri L Watt

Get media coverage, on the radar of journalists and find your newsworthy story

In this masterclass you will discover how to;

  • get your business media-ready
  • write an email pitch to the media and land free exposure for your business
  • find your newsworthy story
  • ways to get into the media without buying any ad space
  • get media coverage within days

All this plus bonus resources for just £29.