Transcript Why On-line Media Relations Is Important

Online Media Relations
Wired World Expo
Online Media Relations Topics
 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 DesJarlais
Director, Media Relations
Phillips Petroleum Company
Why Online Media Relations Matters
 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
Middleberg/Ross Survey, 2001
2 Burson-Marstellar Survey, 2000
1
Defining Your Strategy
 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?
Selecting Your Tools





Online Newsroom
Web-based Delivery Services
E-mail
Online News Tools
Web Searches
Online Newsrooms
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
Web-based Delivery Services
Web-based Delivery Services
 eReleases –
www.ereleases.com
 PRnewswire –
www.prnewswire.com
 Bacons
 www.bacons.com
E-mail
E-mail
 Capture Addresses
 Get Preferences
 E-mail vs. Fax
 Text vs. HTML
 Recognize Online Journalists
 Clear Reply-to Address
 Respond
Online News
Online News
 News Services
 reuters
 News Clippings
 Bacons
 Factiva.com
 Web Portals
 Specialty Portals
 Alertnet.org
 Alternet.org
Online Searches
Online Searches
 Web Log Reports
 netTracker
 Search Engine Optimization
 Web Position
 Saved Searches
 bookmarks
 Link Popularity
 www.linkpopularity.com
Wrap Up




Establish Goals and Limits
Implement Measurements
Choose the Right Tools
Questions?
Want To Know More?
Mark Logan
[email protected]
816.472.7878 ext 222