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| If you media information is outdated, nobody is happy |
For journalists, producers, bloggers, and editors, a well-maintained press and media section is a sign of a serious, credible organisation.
It shows that you understand how the media works, that you value coverage, and that you are prepared to engage professionally.
Unfortunately, far too many businesses, charities, and organisations undermine themselves at the final hurdle.
A journalist can be reading an interesting, relevant, well-written press release, only to click through to the “Press” or “Media” section of the organisation’s website and discover that the latest press release is two or even three years old.
UPDATE: I just found a "new" press release on a charity website that is five years old and mentioning the problems caused by COVID.
At that moment, enthusiasm drains away and frustration begins to take over.
Why Out-of-Date Press Pages Are a Red Flag
From a media professional’s perspective, an outdated press office raises immediate concerns:
Is this organisation still active?
Do they take media relations seriously?
Will anyone respond if I make contact?
Is the information accurate and current?
Journalists work under tight deadlines. They do not have the time to chase organisations that appear dormant, disorganised, or uninterested in engagement.
If your press page looks abandoned, your story is far less likely to be pursued, no matter how good it is.
First Impressions Matter More Than Ever
Your press and media page is often viewed before any contact is made.
It should immediately reassure journalists that:
The organisation is active
Information is current
Contact details are correct
Press material can be trusted
An outdated press section does the opposite. It creates doubt, friction, and hesitation, all of which make it easier for a journalist to move on to another story.
Many organisations fall into the same traps:
1. “We’ll update it later”
Press pages are often built during a website redesign and then quietly forgotten. Months pass. Then years.
2. Only updating when there’s ‘big news’
Smaller updates still matter. Partnerships, appointments, milestones, awards, and campaigns all demonstrate activity.
3. No named media contact
Generic inboxes with no named press contact feel impersonal and unreliable.
Nothing signals neglect faster than links that no longer work.
What Journalists Actually Want to See
Keeping your press office current does not require a full-time PR team. It requires consistency and awareness.
At minimum, journalists expect:
Press releases dated within the last 3–6 months
A clearly named press or media contact
A working email address and phone number
A brief “About Us” summary they can trust
Access to logos or images if available
Even modest updates reassure journalists that your organisation is alive, responsive, and professional.
The Cost of Neglecting Your Press Page
An outdated press office doesn’t just lose you coverage — it can actively damage your reputation.
It suggests:
Low priority given to transparency
Missed opportunities for visibility
For charities, this can affect funding and public trust.
For businesses, it can impact credibility with customers, partners, and investors.
For SMEs, it can mean missing the very exposure that could help them grow.
A Simple Maintenance Rule That Works
If you take nothing else from this article, follow this rule:
If your latest press release is over a year old, your press office is overdue for attention.
Set a reminder to review your press page every quarter. Even adding a short update or statement can make a meaningful difference.
Press Offices Are Not Just for Big Organisations
There is a common misconception that only large corporations need a press office.
In reality:
SMEs
…all benefit from appearing press-ready.
Local journalists, trade publications, bloggers, and niche media outlets regularly look for credible sources — but they will not chase organisations that appear disengaged.
Final Thought: Don’t Let Good Stories Die on Your Website
It is genuinely frustrating for journalists to find a promising press release, only to discover that the organisation behind it appears to have stopped communicating years ago.
Your press office should work for you, quietly opening doors, building trust, and making it easy for the media to say “yes”.
Keeping it up-to-date is not a luxury.
It is a basic, powerful business discipline.
And in a competitive media landscape, it can be the difference between being featured, or being forgotten.
One of the things you can do is to work with organisations like Pressat to help them send press releases out to relevant journalists, publications, broadcasters, etc:-
"Why Every Organisation, From SMEs to Large Corporations and Charities, Should Use Pressat to Reach the Media"
https://thats-business.blogspot.com/2025/12/why-every-organisation-from-smes-to.html
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