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So the answer is to have an online media centre?

Where media relations is important to an organisation and they have given some thought to this in the website design, there will often be a link on the home page marked ‘press room’, ‘for the media’ or something similar. This is the web equivalent of trying to get the switchboard to route all media calls to the press office. And it only works twice if journalists feel they are getting a good service.

Sometimes there is confusion between ‘latest news’ on the website, which contains items directly targeted at consumers, and the provision of a media-friendly resource area specifically aimed at journalists.

Members of the media visiting the website will have their expectations raised if they see a section headed ‘media centre’ – so if they only find poor quality, out of date or missing information that can actually damage reputation. In the days before the internet it’s like having a brilliant PR officer, but not letting him or her answer the phone!

On the other hand, a well-managed online media centre has enormous potential for building positive relationships with the media.