Reporters, by nature, are curious people.
If you can get them to come to your web site, they will probably poke around and spend a few minutes there, learning about your business and your capabilities.
If your web site is any good, this should make them more likely to interview you in the future.
So in your press releases, go one step beyond merely listing your basic contact info.
Think creatively and come up with a clever reason for reporters and readers to go to your web site.
For instance: offer them a list of ten tips, or links to additional resources about the topic at hand. Or ? anything. Mention it in your release, and include a link.
You might even include a list of top ten tips specifically for members of the media: "Top 10 poor financial decisions that young, ambitious reporters make."
Once reporters get to your web site, make them glad they did. Provide an area full of resource and background material just for them.
This includes archived press releases, full biographies of you and your management team, publication-ready logos and photography, a history of your firm, and anything else that will grease the wheels of media coverage.
They'll come back often if you do.
Ned Steele works with people in professional services who want to build their practice and accelerate their growth. The president of Ned Steele's MediaImpact, he is the author of 102 Publicity Tips To Grow a Business or Practice. To learn more visit http://www.MediaImpact.biz or call 212-243-8383.