Online Media Relations Wired World Expo. Why online Media Relations is important How to develop a...
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Transcript of Online Media Relations Wired World Expo. Why online Media Relations is important How to develop a...
Online Media RelationsWired World Expo
Why online Media Relations is important How to develop a strategy you can live with Which tools should you use
Online Media Relations Topics
Why online Media Relations is important How to develop a strategy you can live with Which tools should you use
Credit: Kristi DesJarlaisDirector, Media RelationsPhillips Petroleum Company
Online Media Relations Topics
92 percent of reporters use the Web to research articles1
73 percent use the Web to find news releases
60 percent believe the information on corporate Web sites is reliable2
1 Middleberg/Ross Survey, 20012 Burson-Marstellar Survey, 2000
Why Online Media Relations Matters
What is your company’s overall media relations goal?
Defining Your Strategy
What is your company’s overall media relations goal?
What do you expect to achieve from online media relations efforts?
Defining Your Strategy
What is your company’s overall media relations goal?
What do you expect to achieve from online media relations efforts?
How much effort (time and money) can you put into this strategy?
Defining Your Strategy
What is your company’s overall media relations goal?
What do you expect to achieve from online media relations efforts?
How much effort (time and money) can you put into this strategy?
Are you sure? Be honest.
Defining Your Strategy
What is your company’s overall media relations goal?
What do you expect to achieve from online media relations efforts?
How much effort (time and money) can you put into this strategy?
Are you sure? Be honest. What will be management’s comfort level
with this strategy?
Defining Your Strategy
What concessions will you have to make to Legal?
Defining Your Strategy
What concessions will you have to make to Legal?
What is your timeline for meeting goals?
Defining Your Strategy
What concessions will you have to make to Legal?
What is your timeline for meeting goals? How will you measure success?
Defining Your Strategy
What concessions will you have to make to Legal?
What is your timeline for meeting goals? How will you measure success? How will you promote your online tactics
and successes?
Defining Your Strategy
Online Newsroom Web-based Delivery Services E-mail Online News Tools Web Searches
Selecting Your Tools
Online Newsrooms
Content Management System
Online Newsrooms
Content Management System Easy to Use
Online Newsrooms
Content Management System Easy to Use Flexible
Online Newsrooms
Content Management System Easy to Use Flexible Supports Diverse Content
Online Newsrooms
Content Management System Easy to Use Flexible Supports Diverse Content Date Sensitive
Online Newsrooms
News Releases
Online Newsrooms
News Releases Executive Bios and Photos
Online Newsrooms
News Releases Executive Bios and Photos E-mail News Release Subscription
Online Newsrooms
News Releases Executive Bios and Photos E-mail News Release Subscription Video/Photo/Logo Libraries
Online Newsrooms
News Releases Executive Bios and Photos E-mail News Release Subscription Video/Photo/Logo Libraries Contacts
Online Newsrooms
News Releases Executive Bios and Photos E-mail News Release Subscription Video/Photo/Logo Libraries Contacts Online Press Kits
Online Newsrooms
Executive Speeches
Online Newsrooms
Executive Speeches Streaming Audio and Video
Online Newsrooms
Executive Speeches Streaming Audio and Video FAQs
Online Newsrooms
Executive Speeches Streaming Audio and Video FAQs Glossary
Online Newsrooms
Executive Speeches Streaming Audio and Video FAQs Glossary Reports and Position Papers
Online Newsrooms
Executive Speeches Streaming Audio and Video FAQs Glossary Reports and Position Papers Links to Third-party Experts and Sites
Online Newsrooms
Web-based Delivery Services
eReleases – www.ereleases.com
PRnewswire – www.prnewswire.com
Bacons www.bacons.com
Web-based Delivery Services
Capture Addresses Get Preferences
E-mail vs. Fax Text vs. HTML
Recognize Online Journalists Clear Reply-to Address Respond
Online News
News Services reuters
News Clippings Bacons Factiva.com
Web Portals Specialty Portals
Alertnet.org Alternet.org
Online News
Online Searches
Web Log Reports netTracker
Search Engine Optimization Web Position
Saved Searches bookmarks
Link Popularity www.linkpopularity.com
Online Searches
Establish Goals and Limits Implement Measurements Choose the Right Tools Questions?
Wrap Up
