If you think members of the media might be browsing your site to research a potential news story, you should take a look at research recently released by the Nielsen / Norman group.

They worked with 40 journalists around the world – doing user tests on 42 Web sites that were varied in size and industry.

Some things I took away from the study were:

• Journalists use old computers, so avoid cutting-edge plugins and make sure the site works well on older browsers (Nielsen / Norman suggest making sure they work on software that is 2 versions behind).
• Journalists prefer standard html pages to PDF files.
• Logically, journalists are skeptical about content on a corporate site, so make sure you link to any stories published in independent publications to increase your credibility.
• Make sure it is easy to find the Public Relations area of the site and make it very easy for a journalist to find a PR contact.
• Like most people, journalists ignore fluff text – make sure the area where you are discussing facts and figures is devoid of that type of content.
• Provide useful content that the journalist can use in his or her story – including facts and figures, illustrations, relevant photography, etc.
• Work hard to increase your rankings in Google in the areas you want to push with the press. Like most people, journalists begin by searching there.

Most of the bullets in the list above represent widely-known facts about how the general public uses the web. People are generally driven for a particular purpose when they’re online. Journalists are the same way. They just happen to be on deadline and they are determining whether they should cover your story.

Since a PR department’s job is often to be a resource for journalists covering your organization, make sure your Web site is helping – not hindering – you in these efforts.