Perhaps the one thing that can make or break your company website or online Media Room is hard-to-find addresses, phone and fax numbers and e-mail addresses. Don’t hide this information under a “Contact Us” key. Post it right out there on the home page, or on every page of the site.

Provide the PR person’s telephone number, fax number, cell phone or pager number, an e-mail address and, if you’re really helpful, a home telephone number. If your PR person isn’t comfortable with so much personal information out in cyberspace, one option is to provide some of this information behind a password, although the media generally hate having to jump through this hoop.

If using a password, make it easy for journalists to sign up for it. Remember, journalists are on a deadline and will often need to contact someone within your company outside regular business hours. If your contact information is not readily available, the media will not hesitate to pass you over for a story.

For more ideas on constructing a media-friendly Media Room and some great examples of companies’ successful media rooms, check out How to Create an Online Media Room and Keep the Media Coming Back