1. Don’t bury your press releases where no one can find them. If you’re going to have press releases at your website, make sure that there’s some way to find them from the home page.

2. Post your press releases in plain old HTML. Don’t put them in PDF format. Believe it or not, some people put their press releases on the web site in such a way that you have to download them.

3. Make sure your website is set up in such a way that search engines can get into the inner pages of your site.

4. Put a button on their home page called “media room” or “press room.” If the media is coming to your website just to nose around, to see if you’re worth interviewing or calling, they can click on that button and immediately go to the new releases and backgrounders, Q&As and profiles.

More helpful tips can be found at Secrets for Getting Through to the Media Online.