When creating your media room, consider the following tips:
Your PR department, not your webmaster, should take the lead when designing a media room. Webmasters are good at what they do, but most of them don't understand what journalists need.

Your online media kit must be available in HTML. Remember that different journalists have different needs. Some of them work with sophisticated computers. Others, however, might be using an older PC with a 28.8 modem, which slows them down on deadline.

Give journalists a choice of resolution. Some editors prefer low-resolution photos. Most media outlets need high-resolution images, usually 300 DPI or better, in JPEG, TIF, EPS or JIF. Make it easy for journalists to find what they need by putting all the images under one icon on the tool bar. They can click the icon, then choose what they need.
To get even more great tips to help you learn more about how to create an effective, usable, and downright awesome online media room, see Special Report #22 "How to Create an Online Media Room and Keep the Media Coming Back"