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. An Orbit Media study of 13,184 AI citations across ChatGPT, Claude, Gemini, and Perplexity found that the four tools rarely agree on sources, and that well-known brands often get mentioned in an answer while the citation goes to a third-party page. 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 puts it at around 100 words, covering a brief company overview, mission, core products or services, and contact information. In practice: start with “About [Company],” state what you do and who you help, include one differentiator, 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. The same consistent facts are what Google needs to build an entity profile for your company; our guide on how to get a Google Knowledge Panel for your brand or founder covers that next step.

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.

Frequently asked questions

What is the difference between a press page and a press kit?

A press page is the public URL on your site where reporters find company facts, while a press kit is the set of downloadable assets that page offers. In practice the two overlap: the press kit usually lives on the press page and includes logo files, headshots, the boilerplate, and the fact sheet. Keeping both in one place at /press or /newsroom means a reporter on deadline never has to email you to find them.

How long should a company boilerplate be?

A company boilerplate should run about 50 to 100 words in one third-person paragraph. Open with “About [Company],” state what you do and who you help, include one differentiator, and end with a link to your homepage. Skip superlatives and unsupported claims like “leading provider.” Use the identical text on your press page, press releases, and LinkedIn About section so reporters and AI models see one consistent version.

How often should you update your newsroom page?

Update your newsroom page every time a fact changes or you land new coverage. Stale numbers on a fact sheet are worse than none, because reporters and AI models repeat them as current. A coverage log that stopped long ago signals a company that went quiet. Tie updates to real events, such as a funding round, a new executive, a new location, or a new article, so the page stays accurate without a separate review cycle.

Does a press page help you get cited by ChatGPT or Google AI Overviews?

A press page helps, but it rarely earns the citation on its own. AI tools often cite third-party coverage, such as a news article or review site, even when they name your brand. The press page gives crawlers a clear, consistent source of company facts to cross-check against that outside coverage, and gives journalists the material to write it. Our guide on getting cited by ChatGPT and Perplexity covers the rest.

Does an early-stage startup need a press page?

Yes, a startup with even one funding announcement or one piece of coverage should have a press page. It takes little to build: a boilerplate, a short fact sheet, a founder bio and headshot, logo files, and a named media contact. For a Seed-stage founder it also gives reporters and AI tools one authoritative place to confirm the founding date, the funding raised, and what the company actually does.