How to Create an Online Press Room

An online press room—also known as a media room or newsroom—is a dedicated section of your website that provides journalists, bloggers, influencers, and stakeholders with everything they need to cover your brand. In the age of digital-first communication, having a well-organized, easy-to-navigate press room is no longer optional—it’s essential.

Reporters are constantly working under tight deadlines. If they can’t find basic facts, images, press releases, or media contacts quickly, they may skip covering your story altogether. A good online press room eliminates friction and ensures your brand is represented accurately and professionally.

Here’s how to create a powerful, journalist-friendly press room that boosts your brand’s credibility and increases your chances of media coverage.

Why an Online Press Room Matters

Think of your press room as a self-service tool for the media. It shows that your brand is media-savvy, transparent, and organized. But it also goes beyond convenience. A strong online press room can:

• Save time for your PR team by providing answers up front

• Increase your chances of being featured in news stories

• Help control your brand narrative through official assets and messaging

• Improve SEO with fresh, linkable content

• Strengthen relationships with media professionals

Whether you’re a startup, a nonprofit, or a large corporation, an online newsroom helps build trust and makes it easier for journalists to do their job—which in turn benefits you.

Essential Elements of an Online Press Room

To be effective, your press room needs to be clear, comprehensive, and current. Here are the key elements you should include:

1. Contact Information

Make it very easy for journalists to get in touch. Include:

• A dedicated press email (e.g., [email protected])

• A phone number for urgent requests

• Contact details for your PR agency (if applicable)

• A specific person’s name and title, if possible

Avoid generic contact forms or hard-to-find links. If a journalist has to dig to find someone, you risk losing the opportunity.

2. Press Releases

Your latest press releases should be easily accessible and well-organized. Consider including:

• A chronological list of releases (most recent first)

• Categories or tags (e.g., product news, company updates, partnerships)

• Search functionality for convenience

Each press release should be hosted as a separate, linkable page, not just a downloadable PDF. This is better for SEO and user experience.

3. Media Kit

Your media kit should include downloadable assets that reporters can use in their coverage, such as:

• High-resolution logos (in color and black-and-white)

• Approved brand photos

• Executive headshots and bios

• Product photos

• Brand guidelines (fonts, colors, usage instructions)

• Company fact sheet or backgrounder

Provide everything in both web and print formats (72 dpi and 300 dpi) and organize it in clearly labeled folders or links.

4. Company Overview

This section offers a high-level snapshot of who you are and what you do. It should include:

• A concise company description or boilerplate (100–150 words)

• Founding year and key milestones

• Your mission and values

• Notable clients, awards, or achievements

Think of it as your elevator pitch for the media.

5. Executive Bios and Quotes

Journalists often need quotes or background on company leaders. Include:

• Short bios of key executives and spokespeople

• Approved, ready-to-use quotes on relevant topics (e.g., product launches, industry trends, social impact)

This helps ensure your messaging stays consistent and gives reporters usable material.

6. Recent Media Coverage

Highlighting past press coverage builds credibility and social proof. Add:

• A “Featured In” section with logos or links

• Summaries of recent articles with links

• Excerpts of interviews or video segments

This shows reporters that your company is newsworthy and provides context for their own stories.

7. Press Room Search Function

As your press room grows, it should be searchable. Journalists should be able to:

• Search by keyword (e.g., “Series A funding” or “product launch”)

• Filter by date, category, or topic

A clean search function helps people find exactly what they need, fast.

8. Multimedia and Video Assets

If you have videos, product demos, or interviews, include them in your press room. Video is a powerful way to:

• Show your product in action

• Provide visual content for TV and digital stories

• Make your story more engaging

Include download options or embed links to platforms like YouTube or Vimeo.

9. Social Media Links

Make it easy for journalists to find and follow your brand on social media. Add direct links to:

• Instagram

• Twitter/X

• LinkedIn

• YouTube

• Facebook

• TikTok

You can also include an embedded feed to show your latest updates in real time.

Best Practices for a Great Press Room

Creating the press room is just the beginning. To keep it useful and credible, follow these best practices:

Keep It Updated

Outdated press releases or contact info make your brand look inactive or unprofessional. Assign someone to regularly update the content.

Make It Easy to Navigate

Use clear menus, categories, and design elements that make information scannable and intuitive. Avoid clutter.

Use SEO-Friendly Formatting

Each press release should have its own indexed page with keywords, headings, and metadata for search engines.

Ensure Mobile Responsiveness

Many journalists work on-the-go. Make sure your press room looks and functions well on mobile devices and tablets.

Test Load Times

Large media files can slow your site. Compress assets where possible and use a content delivery network (CDN) for faster access globally.

Tools and Platforms to Build Your Press Room

Depending on your website setup, you can build your press room in several ways:

• WordPress Plugins like WP Newsroom or MyPressWire

• Press-friendly website builders like PressPage or Prezly

• Custom HTML pages developed by your web team

• Dedicated PR platforms that integrate media contact databases and CRM features

Choose a solution that fits your technical ability, budget, and need for customization.

Examples of Great Online Press Rooms

To get inspiration, check out brands known for well-crafted press rooms:

• Apple – Clean, visual, and up-to-date with product photos and event materials.

• Spotify – User-friendly press portal with press kits and executive bios.

• Salesforce – Offers media contacts, press releases, and ESG reports in a polished layout.

• Airbnb – Combines storytelling with journalist tools in an accessible format.

An online press room is one of the most valuable tools in your PR toolkit. It acts as a 24/7 resource for the media, ensuring they can find, verify, and share information about your brand quickly and accurately. A strong press room builds credibility, increases media coverage, and gives you more control over how your brand is perceived.