PR on Websites

3rd Edition

Report PDF cover image

Design your website to attract journalists and site visitors. Increase our organization’s press coverage with a well designed Press Relations section. This report describes:

  • Information journalists want on websites and the format in which they expect to get it
  • Top reasons journalists visit Press sections of websites
  • Design elements for a compelling site

This 284-page report presents 103 design guidelines based on our usability research. Discussions and 198 screenshot illustrations supplement our findings.

Topics covered

  • Get inside the heads of journalists. Understand their needs and their reactions to PR content and websites
  • Journalists' information needs
  • Facts and humans
  • Changes in PR usability
  • State Of Affairs
    • Current condition of websites
    • Trends over time: User behavior and site design
    • How site design can impact press coverage
    • High-priority information
    • Short visits impact perception
  • Checklist of 103 guidelines for optimizing the usability of the PR section of websites
    • Web presence: Making yourself known
    • Presenting press information
    • Press releases and news
    • Presenting the organization, products, and services
    • Management and high-level executives
    • Financial information
    • Philanthropy and social responsibility
    • Style and formatting
    • Writing style and content
    • Interaction design
    • Graphics, multimedia, and PDF
    • Handling corporate crisis
    • Press relations offline
    • E-mail press releases
  • Reasons journalists leave websites
  • Good sites: Journalists gave these thumbs up
  • Poor sites: Journalists gave these thumbs down
  • Methodology
  • International notes

What’s new in the 3rd Edition?

This 3rd edition contains additional recommendations, increasing from 75 to 103 guidelines.

Research Method

The information in this report is based on usability studies of 42 corporate websites with journalists in the United States, Europe, and Asia. The journalists worked for publications with readerships ranging from less than 14,000 to more than two million.

Download Free Report

16.1 MB PDF

Which License?


Purchase an individual license if the report or video will only be used by one person.

Customers who choose an individual license are not authorized to share the report or video with anyone else, or post it to any internal or external file server, website, or intranet. Individual License Terms


Purchase a group license if the report or video will be used by multiple people within your organization.

Customers who choose a group license are authorized to post the report or video on internal file servers or intranets and make it available to others within the organization. The group license does not grant permission to make the report/video available to people not employed by your organization, the general public, or to post it to a publicly accessible website or file server. Group License Terms


You’ve just added the following to your cart:

PR on Websites

Individual License


Checkout Now

You’ve just added the following to your cart:

PR on Websites

Group License


Checkout Now