MEDIA RELATION

5 Information Needs by Reporter:

1. Contact Information

2. Basic fact checking (spelling, name, location)

3. The company’s own spin on events

4. Financial Information

5. Downloadable images for use as illustration in the story

Online Tools for Media Relations Efforts

• Media relations Web sites

• Customized Information Delivery

• Positive e-mail relationship

Developing Media Relations Web Sites

• What do reporters need?

• What info. about company continuously?

• What resources of news gathering?

• Person-In-Charge?

• E mailling/message system

• News content up-to-date

• Background Information

Media Relation Web Site

• Breaking News• Contact List• Fact Sheet

– Executive bios– Product/service information– Company Structure– Market– Company History– Financial Highlights– Honors

• Background Information– Company’s Mission statement– Environmental, health, safety– Executive development– Leadership & Tranning

• Key Initiatives• Position Statements• Activity Calender• Press Release Archives• Speeches• Government & Legal Fillings• Links to Alternative Information Sources

• Document Subscription Services• Requests for Interviews• Press Kits

– The news release about the campaign/event– A white paper– A fact sheet– A Q & A– An image Library– Media Contacts– A timeline company history– Interview about the event– Video clips on event/campaign

• Image Archives– Product shoots– Package shots– Images of customers using products– Pictures of company headquarters/key facilities– Shots of workers– Diagram of how key product work– Diagrams of key corporate processes– Other diagrams

• Extra Goodies• Customer stories• The CEO web page• News clippings• Online press briefings• List of newsroom participants• PDA download capability

Online Press Releases

• Limited opportunity to gain attention• Ability to incorporate internal “anchor” links• Access to other material

• Tips:– Date the release rather than using the customary– Add additional subheads– Offer links to any coverage the company has received

about the subject covered in the release

Step-by Step: Online Media Relations

• Segment the media covering you• Identify the kinds of information required• Query the reporters with whom you

already regular with• Establish a media advisory panel to help

you to identify the nature of Information• Determine which information reporters

would want to pull and which you want to be able to push

Measurement

• How many reporters has given you their email?• How many reporters have subscribed to any

email distribution you offer?• How many reporters registered to your media

relations site actually visit the site?• How many reporters contact you after reading

material on your site?• How much content from your web appears I

stories written about your company?• How many reporters participate in online

activities such as press conference?