If web sites or ‘Media Sections’ weren’t created based on the needs of journalists, who are increasingly overworked and with tight deadlines and even-shorter attention spans, they would reduce or even ignore coverage of the company completely, rather than persevere with the site or go back to it in the future, a US study found.

The major complaint was that journalists could rarely find fact-based, straightforward information about what a company does, quickly and easily – and neither of course can customers, according to the Nielsen Norman Group's study.

Journalists also complained about jargon and ‘insider’ terminology, which they (and other stakeholders) don’t understand, and they wanted an easy way of identifying the right contact to source additional information.

So, if the media, and increasingly bloggers, are important to your operations, or you are considering a ‘Media Section’ on your web site, these five tips may help:

1. Design a web site that has the capacity to put information on the home page immediately (most Content Management Systems can do this) in case of an emergency.

Look at media web sites for inspiration, particularly newspapers like the Age and Sydney Morning Herald – as news breaks, there’s often a short piece identifying reports of what has occurred. As more details come in, they update and expand the coverage.

It's true the twittersphere went crazy after confirmation of Apple's Steve Jobs’ death. But the majority of people checked either the Apple website or traditional news media for the facts. Shows the power of trust in mainstream news media and the value of keeping company websites immediately up to date. The normal business home page of Apple's site was replaced with an image of Steve Jobs and the dates of his life, which clicked through to a simple, moving tribute to the company founder and invited a response from those who wanted to communicate their thoughts.

Too many organisations leave their websites untouched when something of importance happens - good or bad - yet that’s where most media (and customers, many of whom now use social media to write about your organisation/brand) look for information.

For example, when Westpac had an ATM and online banking blackout it sent out tweets to advise the situation, but the home page on their website, which doesn't show their tweets, nor their 'Media Releases' page, didn't even identify there was a problem or when it would be resolved. Yet media website news.com.au quoted their tweet saying the cause 'was resolved' and a bank spokesperson's comments that the system was still down and the bank 'could not estimate when all the systems would be back to normal'.

Energy Australlia's website has no 'news' space on the homepage or 'media' section on the site, so if there's an energy supply problem you can't find out about it by checking their website, while AGL Energy does have a media release page but no 'news' space on the homepage.

2. Identify the name and contact number of the person who can help a journalist – and put it where it is easy to find.

Also, ensure that person is contactable or another person answers their phone/checks their emails and follows up if they are unavailable.

3. Include easy-to-find, factual information (without hype/jargon) about the organisation with up-to-the-minute statistics and details.

And don’t forget about historical data like the year the organisation was founded, the number of employees, the names and titles of key executives, the full list of products etc.

4. Highlight and correct inaccurate or out of date information that appears in the media or on your web site.

If your web site doesn’t, incorrect information will endlessly be quoted.

And if your organisation faces a contentious issue, deal with it clearly and openly on your web site, so journalists can get accurate, current information from your perspective.

If you don’t help counter criticisms – or assist journalists researching a story – who will? As Sony faced massive media coverage of its playstation hacking problems, there's nothing on its Australian website about the issue/what it is doing about it/what its customers should do, or even an apology. Yet you could read the latest written from the media's perspective on their websites. None of it positive towards Sony.

5. If appropriate, link to other credible site pages which reinforce the organisation’s position.

B&A would be happy to discuss how to improve your communication with the media via your website. Contact B&A today on 02-97891263 or email: This e-mail address is being protected from spambots. You need JavaScript enabled to view it