guide to working with the press - … · guide to working with the press submitting information...

GUIDE TO WORKING WITH THE PRESS

SUBMITTING INFORMATION

WRITING A GOOD PRESS RELEASE

PHOTOGRAPHS

FEATURES

SITE REPORTS & CASE STUDIES

WHAT TO EXPECT

KHL’S POLICY: INDEPENDENT EDITORIAL

NEW MEDIA OPPORTUNITIES

EDITORIAL CONTACT DETAILS

FIRST FOR GLOBAL CONSTRUCTION INFORMATION www.khl.com

WORKING WITH THE PRESSDeveloping a good working relationship with the press can be of

great benefit. It helps to secure publicity for your company’s news,

new product launches and innovations. Coverage in well-respected

magazines such as KHL’s can have a huge positive effect because

of the trust readers put in the information they get from such

independent sources.

However, many companies miss opportunities because they do not

prepare press releases and photography when they have a new

product to publicise, or they do not respond to requests from editors

in a timely fashion.



PHOTOGRAPHS

FEATURES


WHAT TO EXPECT

KHL’S POLICY: INDEPENDENT EDITORIAL


EDITORIAL CONTACT DETAILS



The best way to submit information to a magazine is by e-mail. When at trade shows and other events, you may also want to provide information on a USB memory stick in the press room and/or on your stand. A USB stick is preferable to a CD, as many of today’s small laptops do not have a CD drive.

When sending e-mails, it is useful if the text appears in the body of the e-mail as well as attached as a separate document. Images should always be sent as attachments and NEVER embedded in a Word document or an e-mail.

Use the e-mail’s subject field to convey useful information about the contents – who is it from and what is it about? Don’t just leave it blank or simply write ‘Press release’.Try to avoid sending compressed (.zip) files, as these are time-consuming and cumbersome to handle.

Send information directly by e-mail, rather than directing editors to ftp sites, file sharing sites or remote servers. These are time-consuming to use and can be unreliable as posted files can time-out and become unavailable.

When sending a general mailing to numerous editors it is best to put all the recipients’ e-mail addresses in the ‘Blind Carbon Copy’ (BCC) field as opposed to the ‘To’ field. Recipients generally do not appreciate their e-mail addresses being divulged to your entire mailing list, and this may also infringe data protection laws.

NEVER ask to see an article before it is published (sight of copy). This is insulting to the journalist and crosses an ethical line for all reputable magazines that have editorial independence as a core value.

Always submit information before the editor’s deadline.

WHAT INFORMATION?These are some of the basic types of information that magazines require on a regular basis:n News of new products or services n Application stories and site reportsn Comments on the industry and specific markets around

the worldn Business news – news of acquisitions, mergers, joint

ventures and joint marketing agreementsn News of appointments at your companyn News of large orders, contracts or large projects n Good quality photographs and diagrams to support

stories are essential (see section on photographs)

Make sure the information you send is relevant to the magazine. Your equipment may be used in a range of industries, but the editor of a construction magazine will not be interested in a story about an agricultural or forestry application, for example.

WHEN TO SEND INFORMATIONSometimes magazines are looking for news for a specific feature, and will send you an editorial request together with a deadline for when material needs to be supplied.

However, you don’t need to wait for an editorial request before you send material. Journalists are constantly on the look-out for new and interesting stories. If you have a story to tell, then send it to the magazines.

DEADLINESPublishing runs to a strict timetable - if you miss a deadline, you have missed an opportunity. Always find out when material is required and submit it earlier if possible.

Send press releases & images to editors via e-mail Deadlines are critical

in publishing – always

send your information in

on time.



Even when companies issue press releases, they may not be used if they are not clear, lack crucial information or do not stress the nature of the news

A GOOD PRESS RELEASE SHOULD:n State clearly what is new and why it is importantn Be timely – cover new developments, not those that are months oldn State the critical facts – machine specifications for a product launch, for examplen Include quotes from a named spokesperson commenting on the most important

pointsn A ‘Notes to editors’ section at the end of the release can be used for background

information that may be useful to editors, but which is not critical to the story.

Consider the ‘5 Ws’ when writing press releases – ‘Who?’ ‘What?’ ‘Where?’ ‘When?’ and ‘Why?’ to ensure the key facts are covered.

For example, a press release about a new product launch should say:n Who launched itn What it is (including basic specifications)n What it does and its applicationsn Where it was launched and where it is availablen When it was launched and when it will be availablen Why it was launched – What are the new and

unique features?

Avoid technical jargon wherever possible. Where it is necessary to use a technical term or abbreviation, make sure it is explained in simple terms that anyone could understand.

Press releases should be in English or the language of the magazine the information is intended for. Documents should be in Microsoft Word format or one of the cross-platform formats such as rich text format (.rtf).

Before sitting down to write a press release, make sure you have thought about the ‘5Ws’.


PHOTOGRAPHS

People in photographs should be wearing appropriate safety equipment.

Press releases should always be accompanied by an image or illustration. Unfortunately, it is often the case that good stories are not published because they were not accompanied by a photograph, or because the image was of poor quality or resolution.

Print media requires high resolution images, which is to say 300 dots per inch (dpi) or better at full print size. For example, a quarter page image in an A4 (297 mm x 210 mm) magazine would be about 150 mm x 100 mm in physical dimensions or about 1800 x 1200 pixels at 300 dpi – a file size of about 2 MB.

As well as being high resolution, pictures should be high quality. This means in focus, well lit and well composed with the subject filling the frame without being cropped. Resist the urge to take photos on mobile phones or compact cameras but use a high-quality single lens reflex (SLR) camera, or better still, commission a professional photographer.

Images can also be too large. There is no benefit in sending very large files (over about 10 MB) as the additional quality will not be translated into a better picture in the magazine.

Submit images by e-mail where possible. If you have to send a very large file, an ftp site or third-party file transfer service can be more appropriate. However, try to avoid sites where the link expires, as this often makes the image unavailable before it is needed and downloaded

On-line press rooms can be a useful resource However, they must be kept up-to-date and be easy and intuitive to navigate.

Use a high quality SLR camera to help ensure high resolution and high quality. Don’t use a compact camera and never use the camera on your mobile phone!

internationalconstructionAPRIL 2010 Vol 49 No3

A KHL Group publication www.khl.com

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Cover shots need to be excellent quality, with a strong subject and room around it for the magazine’s logo and cover text.

Use the more common image file formats such as JPEG or TIF

Publicity shots for the construction industry should also demonstrate safe working practices. Machines and people should not be shown in dangerous situations, and people should wear personal protective equipment such as hard hats, high visibility vests, gloves, safety boots, eye goggles, etc. as appropriate.

Do not attempt to excessively ‘improve’ your pictures in Photoshop. Unless done by an expert, images that have been over-manipulated or have had extra elements added or removed tend to look unrealistic. Editors often reject photos on the basis that they look fake.

Photographs for consideration as front cover shots should be of excellent quality and adequate size & resolution - at least A4 sized and 300 dpi. They should be in a portrait/vertical orientation. The top 20% or so should be relatively clear to allow placement of the magazine’s masthead without obscuring the subject of the shot. Similarly, there should be some space left around the subject to allow for the placement of the magazine’s cover text.


FEATURES

Most magazines publish an annual features list or editorial programme outlining the topics that will be covered over the course of the year. Targeting features that are relevant to your company is one of the most effective ways to publicise your company’s activities.


A site report or case study can often illustrate the benefits of a machine better than a straight-forward product release. Readers are interested in how projects are executed and how special equipment or techniques can be used to overcome challenges.

If you are writing a case study always think about the ‘5 Ws’ – ‘Who?’ ‘What?’ ‘Where?’ ‘When?’ and ‘Why?’ as well as ‘How?’

Essential information would also include; which are the main companies involved, what is the value of the project, what is the duration, where is the project being built, why it is being built and why it is needed.

Additional information might include; details of the construction techniques and materials being used (describe the structure), what are the major pieces of equipment being used (including model numbers, specifications, and any special configuration such as boom length, reach, height, etc.), main performance capabilities, is the equipment owned by the contractor or, if it is rented, where is it rented from?

36 JANUARY-FEBRUARY 2013 d&ri

SITE REPORT

Italian contractor Despe may have taken the 2012 Contract of

the Year but it was a close run contest. Here, d&ri reports

on the first of two projects that according to the judging panel

were hot on its heels – UK contractor Keltbray and its work at

Blackfriars Station in the City of London

Station over the

2009 2010 2011

JULY 2009: SEPT 2011: Keltbray on site at Blackfriars Station

SPRING 2009: Number of trains serving Blackfriars increases to 15 per hour ■ Blackfriars Underground station closes until end 2011AUTUMN 2009: 350 tonne strengthened section of bridge built and slid into place

SPRING 2010: Work to widen eastern side of Blackfriars bridge, making way for longer platformsAUTUMN 2010: Blackfriars closed for eight weeks while work on east side of bridge is completed

SPRING 2011: Work starts to widen western side of bridgeAUTUMN 2011: Passengers start to benefit from upgrade works: Access to the station available through new southern entrance ■ 12-carriage trains begin serving Blackfriars

overhead and underneath live operating train tracks carrying both public and freight train stock, and the heavily trafficked Thames below, imposed constraints that required meticulous planning and risk analysis to develop the appropriate methodologies.

service remained operational throughout the duration of the works, with the exception of a limited amount of possessions that were utilised for essential works. At the North station, LUL services remained operational throughout within a temporary tunnel while the station was closed to allow total demolition and reconstruction of the underground station.

The redevelopment of Blackfriars station has been a hugely complex engineering challenge. Retained infrastructure both

T he unique inner city environment, working in and around a live, fully operational rail terminal and tube

station and the Thames River, imposed huge operational constraints upon the site. Almost all aspects of the work had a major interface with London Underground (LUL), Network Rail (NWR) or other contributing stakeholders such as the Port of London Authorities (PLA).

London Blackfriars Station handles millions of passengers every year. The landmark station will be providing increased interchange between national rail and LUL services and make London’s Bankside and South Bank tourist areas much more accessible to passengers. The redeveloped Blackfriars station will be the first in London to span the entire width of the River Thames and will provide improved interchange between rail and tube, and a new station on the South Bank.

Keltbray delivered the demolition package at Blackfriars Station as part of the £350m redevelopment. Working for Balfour Beatty on behalf of NWR, Keltbray were awarded the contract in 2009 as part of the £6 bn Thameslink Programme to upgrade the line to increase passenger throughputs and increase service patterns. The NWR Thameslink

d l h h h

D&Ri 01-02 2013 Site Report.indd 36 04/02/2013 10:19:00

37d&ri JANUARY-FEBRUARY 2013

SITE REPORT

e Thames Blackfriars Station project: key factsDELIVERY FEATURES■ Live and fully operational rail terminal and

underground station■ Weekend and night possession■ Environmental control of noise and vibration■ Removal of a 200 tonne truss over a live railway■ Lifting out 100 year old trusses spanning 63 m

(207 ft) over the river Thames

PROJECT STATISTICS■ £13 million (US$20.7 million) contract■ 2.6 hectare (6.5 acre) site■ Completed on time and to budget■ Use of PSC certified timber 100%■ 65,000 tonnes of material removed■ 95% recycling rate achieved

temporary ‘king post’ wall to facilitate the piling works, and a specialist structural piling deck to facilitate the piling works.

Working in a live rail environment with multi-disciplinary stakeholders, the Blackfriars project team (led by Anthony Walsh, project director, and Nick Smith, project manager) worked in partnership with Balfour Beatty and Network Rail while satisfying the requirements of Transport for London and the Port of London Authority, to successfully deliver the demolition and ground works elements of the contract within the project milestones and with an excellent safety record.

To this end a fully collaborative culture was adopted by all parties from the start that included a focus on early involvement, establishing common processes and tools, measurement of performance and implementing long term relationships to achieve the vision ‘to deliver the work safely, within programme and within the target cost set out’.

The complex structural and foundation works undertaken to build the first railway station to straddle the Thames in London required Keltbray’s expertise spanning a diverse range of disciplines including demolition & civil engineering, piling, Keltbray Rail, asbestos removal and structural engineering. Keltbray believes that the project provided a clear demonstration of the benefits and synergies that can be delivered by providing a total in-house service. ■

The Blackfriars site from the air – the challenge is clear

FOUR ACTIVITY AREASFirst was the north station demolition work, which consisted of the removal of the existing national rail station including the roof, platforms, track structure, abutments and superstructure; the existing LUL ticket hall structure directly over the LUL temporary tunnel; the existing building over the railway – comprising compound plate girders and 200 tonne truss; the brick arch structure over the LUL temporary tunnel; and the existing entrance building adjacent to both LUL and national rail assets.

Demolition at the south station consisted of the phased demolition of the existing viaduct incorporating temporary works along the cut lines and partial demolition of the existing bridge abutment; the salvaging of retained stonework elements; and groundworks including excavation, pile probing and pile breakdown.

Work over the Thames required the removal of two trusses each over 60 m (197 ft) long over the river. Excavation work made up the fourth area of activity and this included the excavation of the new basement within a secant piled box to 3 m (9.9 ft) depth below the LUL track; the design and installation of a jacked propping scheme for the new basement, incorporating a temporary bridge and finally, the Installation of a propped

2012

SPRING 2012: New London Underground station opens for useSUMMER 2012: New northern and southern entrances fully open ■ station upgrade complete

The works incorporated the demolition at the North and South stations, excavation of a propped basement, and the removal of two large trusses spanning the Thames – all with major rail interface. The project can be summarised across four main work areas.

D&Ri 01-02 2013 Site Report.indd 37 04/02/2013 10:19:14

6

n PRINT AND DIGITAL MAGAZINE n E-NEWSLETTER n WEBSITE n PODCASTS AND VIDEO ZONE n CONFERENCES AND AWARDS

EDITORIAL PROGRAMME 2014

BONUS CIRCULATION at ConExpo and to an extra 7,500 contractors worldwide

RENTAL CONFIDENCE SURVEYIC ’s annual worldwide survey of rates for mobile and crawler cranes gives an insight into trendsCONEXPO PREVIEWA preliminary look at ConExpo, the USA’s largest construction equipment event, from 4 to 8 March 2014

WIRE ROPE AND WINCHESCrucial to safe operation of a crane are its wire rope and the winchesCERTIFICATIONProper training is vital but equally important is to ensure its accreditation and effective implementation

BONUS CIRCULATION at ConExpo and SC&RA Specialized Transportation Symposium

CONEXPO SHOW GUIDEIC presents a full guide to the new equipment, components and services at the USA’s largest construction equipment eventTRUCK CRANESThe ability to cover long distances at highway speeds, plus potentially lower maintenance costs is an advantageREPAIR AND REFURBISHMENTThe economics and practicalities of repair and refurbishment versus replacementINDUSTRIAL LIFTINGLifting in industrial environments, including electric overhead travelling and yard cranes, skates and jacksSC&RA SPECIALIZED TRANSPORTATION SYMPOSIUMWhat to see at the SC&RA Specialized Transportation Symposium, 19 to 21 March.

BONUS CIRCULATION at the SC&RA Annual Conference and to 2,200 extra construction contractors

AUCTIONSUsed equipment is the only option for some buyers but it can also be viable for those who usually buy new machinesSC&RA ANNUAL CONFERENCE PREVIEWWhat to see at the SC&RA Annual Conference, 22 to 26 April 2014ESTA UPDATENews from the association, including the 2014 ESTA Awards of Excellence presentation and dinner eventOPERATOR TRAININGProper training is vital but equally important is to ensure its effective implementation

BONUS CIRCULATION to 500 specialist contractors and to an extra 500 contractors in Latin America

ALL TERRAIN CRANESThe five and six axle sector is most active but developments continue across the rangeHYDRAULIC GANTRIESProduct news and site reports for this equipment sector with many applicationsINDUSTRY FOCUS: ENERGYDemand for energy continues its rapid rise. Around three quarters of new cranes are sold into primary energy sector applicationsREGION FOCUS: LATIN AMERICAMuch needed infrastructure development is a huge potential market for cranes and specialized transport business

SPECIAL ISSUE: specialized transport

n Advertise in the August issue and receive a FREE advertisement in the 2014 World Crane Guide

TRANSPORT 50The IC T50 ranking of the world’s largest specialized transport companiesSPECIALIZED TRANSPORTSpecial-purpose equipment for moving oversize and overweight loadsENVIRONMENTAL MATTERSReducing the environmental impact of your business and saving moneyBOOM TRUCKSUnrestricted highway travel is a major advantage of these cranes but what is new, and where is the market headingSC&RA CRANE & RIGGING WORKSHOP PREVIEWWhat to see at the annual how-to event for the lifting industry.

BONUS CIRCULATION at SC&RA Crane & Rigging Workshop, and to 2,000 extra construction contractors

TOWER CRANESIn addition to low equipment cost it is erection time, ease of use and low operating cost that are key for products in this sectorIC TOWER INDEXThe original and best ranking of the world’s largest tower crane operating companiesTOPLIFT PREVIEWThe annual contest to find the best lift of the last 12 months, as determined by readersWIRE ROPE AND WINCHESCrucial to safe operation of a crane are its wire rope and the winches.REGION FOCUS: EUROPEA mixed picture of extreme highs and lows characterises this huge market

JANUARY 2014

JULY 2014 SEPTEMBER 2014

MARCH 2014FEBRUARY 2014

AUGUST 2014

published by

price: US$80.00, €60.00, £50.00

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7PRINT

DIGITAL

EDITORIAL PROGRAMME 2014

n PRINT AND DIGITAL MAGAZINE n E-NEWSLETTER n WEBSITE n PODCASTS AND VIDEO ZONE n CONFERENCES AND AWARDS

BONUS CIRCULATION at SC&RA Annual Conference, ESTA Awards, and to an extra 500 contractors in Turkey

REMOTE CONTROLSLooking at ways technological developments continue to improve the productTOWER CRANESUsers demand faster erection and dismantling and shorter lifting cyclesWIND POWER UPDATENews from this busy sector where transport and erection costs define economic viabilityCRANES AND TRANSPORT TURKEY (CATT) PREVIEWWhat’s on at Cranes and Transport Turkey 2014 conference and networking dinnerCONEXPO REVIEWHighlights from the USA’s largest construction equipment exhibition

BONUS CIRCULATION to an extra 7,500 contractors

ARTICULATING LOADER CRANESWhat’s new for buyers and end users in this busy crane sectorOPERATOR ASSISTANCE DEVICES AND VISION SYSTEMSNews of load and capacity indicators and camera systems, among other equipment, to help operators work safely

TELESCOPIC CRAWLER CRANESAs roading wheeled cranes becomes more difficult the application of fast rigging telescopic crawlers is on the increaseDERRICK CRANESErecting tower cranes is just half of the process. Consideration then has to be given to dismantling and removing them

SPECIAL ISSUE: IC50BONUS CIRCULATION to an extra 5,000 contractors and 900 dockside operators and contractors worldwide

IC50The original and best listing of the world’s largest crane operating companiesWIND POWER TRANSPORTSpecial equipment and techniques are needed as components get biggerDOCKSIDE LIFTINGTrends in moving and handling goods using, among others, ship to shore, mobile harbour, RTG and crawler cranesSC&RA JOBS OF THE YEARThe winning projects in this prestigious annual contestESTA UPDATENews from the association, including the ESTA Awards of Excellence

BONUS CIRCULATION: at Bauma China, SAIE and WCTS; to an extra 1,900 contractors in Asia; and to offshore contractors worldwide

CRAWLER CRANESWhat’s new in crawler crane development and applicationsOFFSHORE LIFTINGOperations in this tough sector require special equipment and proceduresBAUMA CHINA EXHIBITION PREVIEWPreview of the construction equipment exhibition in Shanghai, ChinaSAIE SHOW PREVIEWWhat’s on show from crane and trailer manufacturers in Bologna, ItalyWORLD CRANE AND TRANSPORT SUMMIT PREVIEWThe fourth World Crane and Transport Summit for industry professionals

BONUS CIRCULATION to an extra 2,000 contractors

ICM20IC’s ranking of the world’s 20 largest crane manufacturersBELOW THE HOOKProducts and procedures below the hook

ROUGH TERRAIN CRANESThe primary workhorse on site in many countries and in many application sectorsSELF PROPELLED MODULAR TRANSPORTERSThe SPMT is ubiquitous in transporting the largest and heaviest loadsBC INDIA PREVIEWWhat to see at this construction equipment exhibition that is moving to Delhi

BONUS CIRCULATION to 2,000 specialist contractors

SPECIAL ISSUE: HEAVY LIFTINGNews from the spectacular heavy lifting sector around the worldTOPLIFT RESULTFind out which project readers voted as the IC TopLift for 2014

WIND TURBINE ERECTIONA news roundup for projects and techniques in this busy sectorINSURANCE AND RISK MANAGEMENTMinimise the likelihood of an accident and make sure that you are adequately covered

JUNE 2014MAY 2014

NOVEMBER 2014

APRIL 2014

DECEMBER 2014OCTOBER 2014

Editorial information should be sent to KHL’s main UK office. The information and photographs should arrive at least one month prior to publication date. i.e. material for the June issue should arrive by 1 May.

These are some of the steps you could take:n Get a copy of the features list for magazines relevant

to your company. These are usually on a magazine’s website, or you could contact the editor directly.

n Identify the individual features that are relevant to you

n Ask the editor what sort of information is required – new product news, case studies etc.

n Find out the deadline for submissions, and make sure you send information on time

n Suggest your own ideas and ask if there is any other way of helping – setting up interviews with specialists within your company for example


WHAT TO EXPECT

While editors try to use as much relevant information as they can in their magazines, it is not always possible to include everything that is submitted. Sending in information does not guarantee publication.

It is also important to be realistic about how much of your information will be used. Reputable magazines rarely used press releases word-for-word or in full. Editors prefer to extract the key information for articles and present it in their magazines’ house style. Similarly, while it is useful to send a selection of images with each press release, often only one will be used.

If you feel you are not getting the appropriate level of coverage, it is a good idea to contact the editor directly to ask for constructive feedback. You may have missed a deadline, or the information you sent may have been inappropriate. Usually there is a simple explanation that can serve as a useful lesson for the future. A personal phone call usually works better than e-mail, because e-mails can be misinterpreted as being over-critical or even aggressive.

KHL’S POLICY:INDEPENDENT EDITORIAL

All KHL magazines have a strictly independent editorial policy. We do not write about companies because they are advertising. Editors chose which information they include on its merit alone. Information from advertisers and non-advertisers alike is given equal consideration.

It is KHL’s firm belief that magazines must be interesting to their readers to have value as a communication tool. This is why editorial content is selected by experienced industry editors.


If you would like to discuss a problem with an editor or seek some constructive feedback, it is always better to phone than to send an e-mail.

EDITORIAL CONTACT DETAILSMAGAZINE EDITOR TEL e-MAILAccess International Euan Youdale +44 (0)1892 786214 [email protected] Cranes & Transport D.Ann Shiffler +1 512 869 8838 [email protected], Lift & Handlers Lindsey Anderson +1 312 929 4409 [email protected] Latin America Cristián Peters +56 2 2885 0321 [email protected] Europe Sandy Guthrie +44 (0)1892 786234 [email protected] Latin America Cristián Peters +56 2 2885 0321 [email protected] and Project Transport Turkey Alex Dahm +44 (0)1892 786206 [email protected] & Recycling International Steve Ducker +44 (0)1892 786210 [email protected] Construction Mike Hayes +44 (0)1892 786224 [email protected] Construction Turkey Mike Hayes +44 (0)1892 786224 [email protected] Cranes and Specialized Transport Alex Dahm +44 (0)1892 786206 [email protected] Rental News Joe Malone +44 (0)1892 786211 [email protected] DEPUTY EDITOR International Construction/Construction Europe Thomas Allen +44 (0)1892 786209 [email protected] Cranes and Specialized Transport Christian Shelton +44 (0)1892 786208 [email protected] ASSISTANT EDITOR American Cranes & Transport Hannah Sundermeyer +1 312 386 5067 [email protected] Latin America/Concrete Latin America Fausto Oliviera (Brazil) +55 21 2225 0425 [email protected] Latin America/Concrete Latin America José Salinas (Chile) +56 2 2885 0321 [email protected]


Many companies that were once purely in print media now also have a significant on-line presence. On offer are a range of digital products including e-mail newsletters, digital issues, tablet editions and tablet/smartphone apps, as well as audio podcasts and videos.This opens up new ways for companies to gain editorial coverage about their products and services, such as:n Videos on new product launchesn Video interviewsn Product demonstration videosn Recorded audio interviews for use in podcastsOccasions for recording this type of media could include exhibitions, during press conferences, during an editor’s visit to your premises, during a press event, roadshow or other marketing event.

VIDEO PRESS RELEASES?This type of coverage is relatively new in the B2B market, so it is difficult to give firm advice. However, there may be opportunities for companies to provide raw footage for editing and dissemination by media companies. This could be considered a ‘video press release’, analogous to a written press release and stock images that journalists re-work, edit and expand upon before publishing.

PREPARATIONA company embarking on a rich-media marketing strategy should ensure that any spokesperson is trained to speak in front of a camera and is comfortable doing so. If providing your own footage, many of the basics that would apply to a printed press release and images are still valid. The material should be professionally presented, appropriate safety equipment should be used, the material should cover the 5Ws etc.

Similarly, the principles of editorial independence will apply in the same way to video reporting as they do for print media.
