Creating a useful online news room is really pretty simple. One of the main things a busy reporter wants is easy access to press releases, corporate and executive info and artwork. A well put together media room should provide a seamless walk-through.
Where Should the News Room Go?
There are two schools of thought on where to put your online news room. Some companies prefer to have it as a section on their main site, visible to all as a link on a menu bar or other navigational element. Others build entirely separate sites just for the media.
There are pros and cons to each. Putting it as part of your main site allows a journalist to "poke around" your site, absorbing more of the feel and culture of your company and its products. It also makes it easier if the reporter wants more information about a particular product than can be found in your media materials.
Of course, since you'll need to provide clear links to the online news room to help such reporters find their way back, anyone visiting your site can access your press materials. This is probably not an issue but, if you feel potential customers may become confused if they wander into the online news room, this could be worth considering.
Creating a separate site allows you to tailor everything to suit the needs of the reporter and prevents the possibility of confusion for potential customers visiting your main site. The reporter, however, will be unable to quickly "poke around" the main site as described above, so you may consider that in your decision.
If you do choose a separate site, give it a name that incorporates your company (if you're the Acme Company, go for acmepress.com or acmeonlinenewsroom.com). Also, provide clear links to your main site throughout, and code them so that they open in a new window, allowing the reporter to see your main site without having to backtrack to the online news room.