Its hard to imagine a reporter working today who doesnt regularly visit official company websites. And its hard to imagine just how much those websites have improved reporters lives.

Instead of calling a company for more information and waiting days for their press pack to arrive, reporters can now get the information they need in minutes with a few clicks of a mouse.

The above two paragraphs are obvious so obvious, you might think, that theyre barely worth mentioning. But a quick glance at corporate and nonprofit websites reveals that many companies and nonprofits are missing a golden opportunity to sell their stories.

Most websites are good about posting their latest news and press releases. Reporters come to the site, see whats already been announced, get what they need and leave.

But a few very clever websites are also using those visits to plant seeds for future stories with reporters. They soft pitch them on general themes or trends not specific stories, but unique angles from which reporters can tell a larger story.

The Urban Land Institute, a Washington, DC based nonprofit specializing in land use issues, does this particularly well.

In their online News section, the group maintains a Leads, Tips, and Ideas file for reporters. They view each reporters visit as an opportunity to encourage them to write more than a single story about their group.

For example, ULI recently suggested in its Tips section that reporters cover land use issues from the perspective of Generation Y, that 73 million person block of Americans born between 1979 and 1994. That young generation is forcing housing and entertainment developers to change their strategies to accommodate Gen Ys desires. As a result, developers who understand their needs are thriving; those who dont are at risk.

These tips are a great way to raise our visibility with the media, said Trisha Riggs, ULIs Director of Communications. The Generation Y tip has resulted in some several news stories.

Ms. Riggs hopes these tips will result in news stories, but says another purpose is to draw the media to their website regularly and remind them that theyre available to help.

In addition to posting the news tips online, Riggs says, We send them out to reporters at least once every two months by e-mail. Those e-mails also often result in increased coverage.

How can you develop tips? Ask your staff to notify you when they write a new paper, serve on a panel or give a speech. Youll likely hear about an emerging trend, threat, or compelling fact that would be interesting to a reporter.

These tips have one additional benefit. Your companys issues are often important, but dont have that extra something that pushes them into the world of the newsworthy. But tips make a nice outlet for important stories, even those that lack an immediate newsworthy element. They may not always result in a big feature story, but they may be included as a small part of a story a reporter is already working on.

Give reporters regular tips and theyll have a good reason to be a repeat visitor to your website. And the more they know about you, the more stories theyll write about you.