Businesses looking to attract media coverage must ensure the relevant parts of their websites are as usable as possible, according to usability guru Jakob Nielsen.
Mr Nielsen explained that journalists often have strict deadlines to work to and are therefore looking for websites that can offer the most relevant information to them in a clear, concise way quickly.
He noted that journalists also tend to work on PCs that are not as up to date as others, meaning that pages rich in advanced media such as Flash and PDFs should be avoided in PR website sections.
Furthermore, search engine optimisation should also be looked as all journalists start their research with an online search, Mr Nielsen said.
"If journalists can’t find what they’re looking for on a website, they might not include that company in their story," he warned.
According to Susan Gunelius of Corporate Eye, businesses should bear in mind that the usability of their websites reflects on their brands.