How to Build a Newsroom Page That Gets Cited

What actually belongs on a press page

A press page that works has seven things on it: a boilerplate, a fact sheet, executive bios with headshots, logo and brand assets, a coverage log, media contact info, and founding/funding facts. Miss two or three of these and reporters skip past your company when they’re on deadline. Miss all of them and AI models have nothing consistent to pull from when someone asks “what does this company do.”

Most companies treat their /press page as an afterthought, a folder of old PDFs and a contact form. That’s a mistake now for two separate reasons. Journalists still need it to write about you fast. And AI models like ChatGPT, Perplexity, and Google’s AI Overviews increasingly pull company facts from exactly this kind of single-source page when they answer questions about who you are, what you do, and when you started.

Why the press page is a high-value AI citation asset

Think about how an AI model answers “what does [company] do” or “when was [company] founded.” It needs a page that states the fact plainly, once, without requiring inference. Your homepage is written to persuade. Your About page is written to sell a story. Your press page, if built right, is the one place on your site that reads like a reference document: short declarative sentences, dates, numbers, names.

That’s exactly the format these tools are built to extract from. A study of over 13,000 AI citations across four tools found that AI platforms favor sources with clear, verifiable structure over persuasive marketing copy, and that they lean heavily on third-party validation rather than a brand’s own claims about itself. That’s an important caveat: your press page alone won’t get you cited over a Reuters article or a G2 review. But it does two things that matter. It gives AI crawlers an unambiguous source to cross-reference against outside coverage, and it gives journalists the material to write that outside coverage in the first place. The press page is upstream of both outcomes.

If you’re not sure how your site is currently showing up in AI answers, that’s worth checking before you rebuild anything. See our guide on media relations for how we help clients get into the stories AI models actually cite.

The newsroom page checklist

Here’s what to include, in the order a reporter scans a page:

• Boilerplate: one paragraph, 50-100 words, third person, no jargon
• Fact sheet: founding date, HQ location, employee count, funding raised, key numbers
• Executive bios and headshots: names, titles, short bios, downloadable high-res photos
• Logo and brand assets: logo files in multiple formats, brand colors, usage guidelines
• Recent coverage log: links to press mentions, most recent first, updated regularly
• Media contact: a real name and email, not a generic form
• Founding date, funding, and milestone facts: stated plainly, not buried in a narrative

Walk through each of these in detail below.

Boilerplate

Your boilerplate is the single paragraph a reporter drops into their article without asking you to write it for them. PR Newswire’s guidance is consistent with what most PR practitioners recommend: start with “About [Company],” state what you do and who you help, include one differentiator, keep it under 100 words, and end with a link to your homepage. No superlatives, no “leading provider of” without a number to back it up.

Keep this identical everywhere it appears, your press page, your press releases, your LinkedIn About section. Consistency across surfaces is one of the signals that helps AI models treat a fact as reliable rather than as one-off marketing language.

Fact sheet

This is the part most companies skip and it’s the part AI models want most. A fact sheet is a short, scannable list: founding year, headquarters city, number of employees, funding raised and from whom, notable clients or partners, and any category-defining numbers. Write it as a list, not prose. Update it when anything changes. Stale numbers on a fact sheet are worse than no fact sheet, because they become the wrong answer that gets repeated.

Executive bios and headshots

Every named executive who might be quoted needs a short bio (three to five sentences) and a downloadable headshot in decent resolution. This isn’t vanity, it’s utility. A reporter on deadline who needs a photo for a story will use whatever’s easiest to grab, and if that’s not your CEO’s official headshot, it’s whatever they find on LinkedIn instead. Make the easy option the accurate one.

Logo and brand assets

Provide your logo in PNG and SVG, in both light and dark versions, plus a one-line usage note (don’t stretch it, don’t recolor it). This is a small thing that saves a back-and-forth email and keeps your brand appearing correctly in coverage rather than pixelated or cropped wrong.

Recent coverage log

A running list of where you’ve been covered, with dates and links, does two jobs. It shows reporters that other outlets have already vetted your company, which lowers the bar for the next one to cover you. And it gives AI crawlers a trail of third-party mentions connected directly to your own site, reinforcing the facts on your fact sheet with outside corroboration. Keep it current. A coverage log that stops eighteen months ago reads as a company that stopped mattering.

Media contact

List a real name, a real email, and if you’re comfortable with it, a phone number. Not a “contact us” form that drops into a generic inbox. Reporters on deadline will skip a company that makes them guess who to email. If you need help figuring out who should be visible here and how to prep them for inbound press, that’s part of what we cover under brand PR.

Founding date, funding, and milestones

State these facts once, clearly, on the fact sheet, and don’t scatter conflicting versions across other pages. If your About page says you were “founded over a decade ago” and your press page says “founded in 2013,” pick one and use it everywhere. Inconsistency is the single easiest way to confuse both a reporter fact-checking a quote and an AI model trying to reconcile two different answers to the same question.

Where to put it and what to call it

Use a clean, memorable URL like /press or /newsroom, and link to it from your main navigation and footer, not just buried in a submenu. Our own press page follows this same structure: boilerplate, fact sheet, contact, and coverage, kept current rather than treated as a static asset.

The practical takeaway

Build your press page like a reference document, not a marketing page: one boilerplate, one fact sheet, real contact info, current coverage, and downloadable assets, all kept consistent with what you say elsewhere on your site. Do that and you’ve built the single asset that makes both journalists and AI models more likely to get your company’s story right. If you want help auditing or building yours, get in touch and we’ll walk through what’s missing.