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Online Media RelationsWired World Expo
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Why online Media Relations is important How to develop a strategy you can live with Which tools should you use
Online Media Relations Topics
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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
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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
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What is your company’s overall media relations goal?
Defining Your Strategy
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What is your company’s overall media relations goal?
What do you expect to achieve from online media relations efforts?
Defining Your Strategy
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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
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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
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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
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What concessions will you have to make to Legal?
Defining Your Strategy
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What concessions will you have to make to Legal?
What is your timeline for meeting goals?
Defining Your Strategy
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What concessions will you have to make to Legal?
What is your timeline for meeting goals? How will you measure success?
Defining Your Strategy
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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
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Online Newsroom Web-based Delivery Services E-mail Online News Tools Web Searches
Selecting Your Tools
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Online Newsrooms
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Content Management System
Online Newsrooms
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Content Management System Easy to Use
Online Newsrooms
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Content Management System Easy to Use Flexible
Online Newsrooms
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Content Management System Easy to Use Flexible Supports Diverse Content
Online Newsrooms
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Content Management System Easy to Use Flexible Supports Diverse Content Date Sensitive
Online Newsrooms
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News Releases
Online Newsrooms
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News Releases Executive Bios and Photos
Online Newsrooms
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News Releases Executive Bios and Photos E-mail News Release Subscription
Online Newsrooms
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News Releases Executive Bios and Photos E-mail News Release Subscription Video/Photo/Logo Libraries
Online Newsrooms
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News Releases Executive Bios and Photos E-mail News Release Subscription Video/Photo/Logo Libraries Contacts
Online Newsrooms
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News Releases Executive Bios and Photos E-mail News Release Subscription Video/Photo/Logo Libraries Contacts Online Press Kits
Online Newsrooms
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Executive Speeches
Online Newsrooms
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Executive Speeches Streaming Audio and Video
Online Newsrooms
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Executive Speeches Streaming Audio and Video FAQs
Online Newsrooms
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Executive Speeches Streaming Audio and Video FAQs Glossary
Online Newsrooms
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Executive Speeches Streaming Audio and Video FAQs Glossary Reports and Position Papers
Online Newsrooms
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Executive Speeches Streaming Audio and Video FAQs Glossary Reports and Position Papers Links to Third-party Experts and Sites
Online Newsrooms
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Web-based Delivery Services
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eReleases – www.ereleases.com
PRnewswire – www.prnewswire.com
Bacons www.bacons.com
Web-based Delivery Services
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Capture Addresses Get Preferences
E-mail vs. Fax Text vs. HTML
Recognize Online Journalists Clear Reply-to Address Respond
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Online News
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News Services reuters
News Clippings Bacons Factiva.com
Web Portals Specialty Portals
Alertnet.org Alternet.org
Online News
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Online Searches
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Web Log Reports netTracker
Search Engine Optimization Web Position
Saved Searches bookmarks
Link Popularity www.linkpopularity.com
Online Searches
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Establish Goals and Limits Implement Measurements Choose the Right Tools Questions?
Wrap Up