It’s easy to overlook the press room as a standard PR tactic that simply checks a box, but savvy communications professionals know that the press room is a prime space to showcase a brand’s innovation, creativity, and differentiators.

While also serving as a comprehensive resource for media and influencers seeking more information about your brand.

Here are six press room best practices to maximize PR success:

1. It sounds obvious, but the most important tip for maximizing a press room is to maintain it! There is nothing worse than seeking out a brand’s press room and finding stories and press materials from months or even years ago. Assign press room maintenance to a team member to ensure that it’s regularly updated with the latest and greatest and that it’s easy for people to find the contact information (email and phone) for the best press contact. Consider working with an integrated PR agency that can secure great coverage for your brand while also keeping your press room updated in real time.

2. Journalists should be able to find your website’s press room within seconds. Make sure the link is visible at the top of the screen and that it links through directly to a cleanly designed space where they can find the latest press materials and press hits.

3. Think outside the box. Press materials doesn’t solely mean a‘press release. Experiment with editorially designed materials that bring the brand’s differentiators to life in a visually appealing way. Think: infographics, magazine-style news alerts, and branded trend reports. Use your press room as an opportunity to spark story ideas for the media while also sharing the nuts and bolts of your brand. Key executive bios with links to their LinkedIn pages are also a great resource for the media.

4. Don’t overlook the fact sheet. With newsrooms shrinking and fact-checkers becoming less and less common, many journalists are responsible for doing their own fact-checking. Make sure your press room has a comprehensive and current fact sheet with all relevant details – room count, starting rates, square footage of meeting space, culinary details, and more.

5. Don’t forget images! Consider including a basic image library in your press room where journalists can download your hero images. Don’t forget to include clear directions for photo credit in the file names and contact information should the journalist require a more comprehensive selection of images.

6. Maximize the reach of your press room by posting press hits on your social media – especially Instagram and LinkedIn – by thanking journalists and sharing links to stories. Don’t forget to include a press Highlights button on your Instagram account to extend the longevity of your press coverage.

Lastly, consider using at least a portion of your website’s “about us” space to clearly state what your brand is and what it does. The last thing a busy journalist needs is to have to wade through lofty marketing language to get a sense of what your brand is all about.

Put these six press room best practices tips to work to maximize media coverage for your brand.