PR Yourself: Why a Press Page is so Important

PR Your Self delves into practices for earning media coverage without a Publicist
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By Melissa A. Vitale

Be sure to check out the other posts in this series: ​PR Your Self: Social Media is your Bestie & ​PR Your Self: What's in a Media Kit?

If you're a new brand that doesn't quite have the budget for PR yet, it doesn't mean you're unable to achieve your own press placements. In fact, it's usually quite easy for a brand to drum up excitement in the press without a publicist. Because a new brand hasn't been written about before, it's very existence is exciting, new and noteworthy. With an active social media presence, and reading a little bit about your industry, you can find journalists to interact with on instagram and X, formerly Twitter. To make your life easier when speaking with press, having a media kit will move the conversation along because it'll provide all the relevant stats that press look for when considering a brand to feature or an executive to cite in their trend piece. 

Once you've started partnerships, influencer seeding, marketing campaigns, social media strategy, or even got your first press coverage, you may find other journalists and editors visiting your website to feature you themselves. If that happens, you'll want to have a Press Portal or Page set up. 

A Press Portal is a dedicated page on your website that is linked to your homepage. Most brands put this beneath and separate from "Contact" or "About Us" in the footer of their website. Many journalists will look for these on websites of brands they want to reach out to, because it shows that you are open to the potential coverage they could provide. Believe it or not, some brands don't want coverage, especially in the nascent stages. Without a press page, some journalists and editors may assume that you are not friendly to press and won't even bother to send you a note even if they're dying to feature you. 

Press Pages range from simple to elaborate. A basic Press Portal should include a contact email dedicated for press and the top-lines of the brand so journalists can easily reference why your brand is worth a feature or consideration.

When you're creating a press portal, you'll want a dedicated email for press that is different than your general "[email protected]" customer email. If journalists think their request is going to end in a stuffed inbox that is rarely-monitored, they may not take the time to write the email requesting an interview. Press research hundreds and thousands of brands. They've developed a system to figure out if a brand is open to interviews or coverage before even sending an email. Without a press page or a dedicated email, you could be missing out on press opportunities without realizing it. 

If you'd like to create a full-service press portal, there are a few additional add-ons that you can feature. 

​If you've already have some press-coverage, including past coverage on your press page can be helpful for journalists hoping to profile the brand without double dipping angles that were already covered. 

Another helpful feature for journalist and editors is having images available to download in addition to featured on the page to help journalists visualize the assets you have available for publication. 

Features that always attract journaliss include forms for requesting samples. Ask them for their address, email address, phone number and color, style and size preferences if relevant. Journalists love receiving samples, especially if it's from a brand that hasn't been reviewed yet. 

A press portal on your website shouldn't take more than a couple hours to set up and the benefits are more than worth it. ​

​For plant and intimate wellness brands hoping to distinguish themselves in their industry and cement their name in history, become a client:
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