Press room? What’s a press room? The room at the dry cleaners where they press all of your clothes? Not exactly. What about the office in the White House where the President’s press secretary reports to work every day? Not quite, but getting closer.

One definition of a press room is a room designated for reporters at featured events that attract national attention, i.e. the Pittsburgh Marathon. The media report to this room to hook up their laptops, use phones and gather information that enables them to write their stories and then send them to their editors. This type of press room is usually staffed by a host of media relations professionals helping the reporters get what they need.

But there is another kind of press room, that in reality, isn’t really a room at all. It’s a page or two on a company’s Website that features all of the media attention that company has received, along with press releases, press kits and a wide array of other materials that reporters may be interested in, including interesting photos and facts and figures.

“Since reporters are always under tight deadlines, they don’t have time to spend searching a Website to get the information they need,” said Pam Selker Rak, president of CommuniTech. “When a reporter logs onto a company’s Website and sees a link to the press room, they automatically know that those pages should contain the information they’re seeking.”

Reporters may use a Website’s press room for several reasons. They may need background information on a story they’re starting to write, or they may need to check some facts. Or, they may want to check the most recent press releases to see if there’s an interesting story waiting for them.

But the list doesn’t end there as to why a reporter may visit a company’s online press room. One thing is for certain, however. Whatever information is there may be used according to the needs of the reporter.

“While it’s important to have a press room on a Website to encourage positive publicity and easy access of information for the media, it’s essential to ensure that every ounce of information on those pages are correct and up to date,” Rak noted. “If they aren’t, you run the risk of something being printed or broadcast that isn’t factual.”

It’s also important to note that press room pages must be easy to understand and navigate. As previously mentioned, reporters don’t have time to spend trying to find their way around. So, your pages must be clear, concise and to the point.

When everything goes according to plan, it’s a win-win situation. Reporters will get the information they need to write their stories and companies will receive the positive coverage. But if your organization doesn’thave a press room on your Website, or the one you have is outdated, contact the PR pros at CommuniTech at 412.221-4550. We’ll evaluate your online press room and ensure it has everything it takes to be a useful, timely tool for the media.

Now then…it’s time to pick up your dry cleaning.