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Should Your Small Business Website Have a Media Section?

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September 4,2014

By Marc Prosser, Fit Small Business

 

The websites of large companies very frequently have “Media” sections. These sections may be a single page housed in the “About Us” section of their website, or several pages of content. Should smaller companies follow the example of their larger competitors? My view is that smaller companies should not have a dedicated media section, but should make their websites media friendly and prominently feature positive press on their site.

 

What type of information do large companies put in their media sections:

  • Press Releases and White Papers
  • Links To Positive Press Coverage
  • A Corporate Fact Sheet
  • Media Contacts
  • Collateral Material To Be Used For Articles Such As Logos and Headshots

 

These sections serve a few purposes:

  • To direct reporters to the correct people. By clearly indicating who reporters should contact, the chance of them speaking to or getting information from a place which is not trained to handle media inquiries is minimized.
  • To make it easier for reporters and editors to create accurate articles. If up to date info on company revenues are available and easy to access, it is more likely the correct information will appear in the story.
  • To easily organize a tremendous amount of material. A big company might be issuing one press release per month and have several stories about them published.
  • To reinforce positive messages that have appeared in the media about the company.

 

Most of these reasons just don’t apply to small business. Small businesses don’t generally get much unsolicited media coverage, with the exception of industry publications that probably already have a relationship with the company’s executives. In other words, the issue of directing reporters to media specialists is not as pressing. In my view, adding a press contact email or phone number to the contact page of a small business website is sufficient.

Small businesses don’t generate nearly as many white papers or press releases as large companies. If a small company has major “news”, the news is probably big enough to be included in the firm’s general marketing material. A message important enough for a press release should be integrated into the firm’s messaging and not need to be found via a press release section. I am not saying that press releases shouldn’t appear on a company’s website. Rather, I am saying they should not be taking up valuable real estate in the navigation bar of the company’s website, or deserve their own page. A good place for press releases is the bottom of company’s "About Us" page.

 

Reinforcing Positive Media Messages

Small companies should absolutely showcase their positive mentions in the media. However, instead of listing every single media mention on a page of their website that few people actually visit, media mentions should be highlighted on the homepage. A very effective way of using media mentions is to use the logo of two or three of the publications with short excerpts from the articles in which the company is mentioned.

 

However, There Are Two Reasons Why A Small Business Might Want A Full Blown Media Section Despite What Was Previously Said

A developed media section may give your company the appearance of being larger and more established. This might be important for certain companies, particularly B2B companies where potential customers may do lots of credibility research before making a purchase decision.

A media section may also be good for SEO purposes. It’s no secret that Google has a preference for frequently updated content. A section in which new content is regularly being added could be good for SEO purposes, particularly if the content on your site does not change much over time.

 

If you liked this article, here are a couple other articles that I have recently written:

 

 


About The Author - Marc Prosser has many years of experience in the field of press relations, from both sides of the table. Currently, he serves as the publisher of Fit Small Business and frequently interviews leading figures in the small business space. Previously, he served as the Chief Marketing Officer of a company that provided currency brokerage services.
 

 

 

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