Good PR Starts With Being Reachable | Photo by Miles Burke on Unsplash

In the rush to create viral campaigns and sleek social media content, one thing often gets overlooked: the humble “Contact Us” button.

Tiny call-to-action is more than a UX feature. It’s a gateway to opportunity, an invitation to connect with journalists, customers, and potential partners. When it’s broken, unengaging, or leads to a dead-end, it costs you inquiries and chips away at your reputation.

That’s a silent crisis in the making.

Why Accessibility Is a PR Issue

A working “Contact Us” button might not sound like a PR priority, but it’s actually a crucial touchpoint in your owned media ecosystem. Your website is your digital headquarters — it’s where all your earned and paid visibility converges.

When journalists look for your media contact, or potential partners look for collaborations, your website is often their first stop. A bad experience there creates friction, and friction in the attention economy is fatal.

Simply put: If your audience can’t reach you, you’re losing momentum.

What Happens When the Button Fails

A non-functional “Contact Us” page can cause:

• Missed media coverage: Reporters skip your brand because your PR contact is hidden or unreachable.
• Lost business leads: Inquiries vanish into unmonitored inboxes or outdated emails.
• Frustrated consumers: Customers looking for support end up venting on social media instead.
• Brand distrust: An outdated site signals neglect or inconsistency, which undermines credibility.

Even the smallest UX flaw can snowball into a PR challenge. That’s why more than managing reputation during crises, a good PR agency prevents small issues from becoming public perception problems.

Make Connection Effortless

PR is about connection between brand and audience, between message and meaning. Your “Contact Us” button embodies that philosophy in the simplest form possible.

Here’s what good PR design looks like on your website:

Easy to Find, Easy to Use

Don’t bury it under layers of navigation. The Contact button should be in your main header or footer, visible on every page.

A responsive PR agency might also recommend a sticky contact banner or quick inquiry widget, something that keeps the connection open no matter where the visitor is on the site.

Human-Centered Design

Instead of a cold form with 10 required fields, make the process conversational. A line like “Let’s collaborate” or “Talk to our communications team” humanizes your brand voice.

If your PR or media contact email is listed, ensure it’s monitored and answered promptly. Responsiveness is part of brand reputation.

Updated Information

You’d be surprised how many brands forget to update their contact person or agency partner after an organizational change. Always make sure your listed PR or media relations contact reflects your current setup.

For businesses that work with PR agencies, you can include a note like,“For media inquiries, please contact our communications partner at [agency name],” so inquiries are routed correctly.

Include Multiple Channels

Not everyone likes filling out forms. Offer at least two contact points, such as an email and a quick-response channel (like WhatsApp or Messenger) for immediate concerns. The easier it is for people to reach you, the more approachable your brand feels.

Why PR Should Oversee Digital Touchpoints

PR professionals bring something unique to digital strategy: an understanding of how perception is formed. While web designers focus on aesthetics and functionality, PR strategists make sure every touchpoint — including your “Contact Us” page — reinforces credibility and connection.

Here’s what that looks like in practice:

• Crafting the right tone for inquiries (“We’ll get back to you within 24 hours” shows responsiveness.)
• Aligning your Contact Us page with your messaging map (so your tone matches your press releases, social media, and brand voice).
• Coordinating responses with your PR agency to ensure media inquiries get fast, accurate, and on-brand replies.

Turn Casual Visitors Into Leads

Here’s how you can take your contact page further:

1. Add a Press Kit Link to make it easy for journalists to find your latest press release, company profile, and brand images.
2. Feature Testimonials with short notes like “Trusted by leading brands and media outlets” to subtly convey credibility.
3. Show Your Partners to highlight professionalism and network strength.
4. Include Analytics to measure engagement that you use to refine campaigns.

Your “Contact Us” button is a reflection of your brand’s openness, responsiveness, and reliability — the very foundations of good PR.

When your audience knows they can reach you, your brand trust grows. In a world where reputation is your most valuable asset, that’s the connection that truly matters.