1. Maintain a separate press section. Don’t make journalists jump through hoops when they want to give you free publicity. Put a press section on your site, even if it’s just one page. That’s the place for news updates, press releases, factoids, story angles and interesting tidbits that could spark a story. Date everything, and keep it in chronological order. Include a library of low-resolution stock images depicting your product, destination or service, and be ready to respond promptly to requests for higher-resolution versions for publication (you can place a watermark on each low-res image with your copyright to protect against misuse, but the high resolution images must be watermark-free).

2. Make the press section easy to find. Your site should have a clearly visible place to click that says “Press Relations,” “Media Center” or something like that. If you have a completely separate Website (with a different address) that serves as your online newsroom, include easy-to-find links throughout your main Website.

3. Don’t force reporters through forms. Journalists shouldn’t have to register for access to the press section. After all, the information inside is public, so why make it hard to use? You can, however, offer them an automated form where they can register to receive updates — but don’t make it mandatory. And above all, always include a press contact name (a real-live person), a phone number, an e-mail and mailing address. A “submit” form is not sufficient, as reporters may need to speak by phone, or send an e-mail from their own address.