by Debbie Neville

As the corporate Web site becomes a powerful communications center, public relations practitioners should make sure the site effectively supports the media relations function. Here are several strategies to ensure that reporters can easily find your site when they need information about your company, locate useful information within your site, and feel encouraged to contact you.

Make sure the press can find your site. Try to register all possible names for your company. If possible, a Web site name should be the company or organization’s name (or appropriate abbreviation or acronym) followed by .com, .org, or .firm. Most reporters will try that before utilizing search engines. Make sure your meta tags (hidden HTML code that provides information for search engines) include critical key words related to your organization, and ensure that your home page title includes both your company name and major business category. For example, the page title for XYZ Company, which an HR software vendor would access, might read: “XYZ Company delivers HR software solutions to businesses worldwide.” Include your Web site address on everything — business cards, product literature, press releases, e-mail signatures, etc. Read the rest of this entry »