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Your online newsroom: how to give correspondents a tip - pr


It's hard to dream up a reporter functioning today who doesn't consistently visit "official" business websites. And it's hard to conceive of just how much those websites have superior reporters' lives.

Instead of occupation a ballet company for more in a row and coming up days for their press pack to arrive, journalists can now get the in sequence they need in action with a few clicks of a mouse.

The above two paragraphs are evident - so obvious, you might think, that they're barely worth mentioning. But a quick glance at corporate and nonprofit websites reveals that many companies and nonprofits are gone astray a blonde occasion to sell their stories.

Most websites are good about redistribution their most recent news and press releases. Newspapers come to the site, see what's before now been announced, get what they need and leave.

But a few very able websites are also using those visits to plant seeds for expectations stories with reporters. They "soft pitch" them on broad themes or trends - not certain stories, but exceptional angles - from which journalists can tell a bigger story.

The Urban Land Institute, a Washington, DC based nonprofit specializing in land use issues, does this above all well.

In their online "News" section, the group maintains a "Leads, Tips, and Ideas" file for reporters. They view each reporter's visit as an opening to cheer them to write more than a free story about their group.

For example, ULI a moment ago not compulsory in its "Tips" division that correspondents cover land use issues from the perspective of Age group Y, that 73 million character block of Americans born amid 1979 and 1994. That young cohort is forcing housing and entertainment developers to adjust their strategies to accommodate Gen Y's desires. As a result, developers who absorb their needs are thriving; those who don't are at risk.

"These tips are a great way to raise our visibility with the media," said Trisha Riggs, ULI's Chief of Communications. "The Age band Y tip has resulted in some more than a few news stories. "

Ms. Riggs hopes these tips will consequence in news stories, but says a new drive is to draw the media to their website frequently and hark back them that they're existing to help.

In add-on to redeployment the news tips online, Riggs says, "We send them out to correspondents at least once every two months by e-mail. " Those e-mails also often consequence in better coverage.

How can you acquire tips? Ask your staff to advise you when they write a new paper, serve on a panel or give a speech. You'll liable hear about an emerging trend, threat, or compelling fact that would be appealing to a reporter.

These tips have one further benefit. Your company's issues are often "important," but don't have that extra a bit that pushes them into the world of the "newsworthy. " But tips make a nice channel for central stories, even those that lack an burning exciting element. They may not all the time consequence in a big attribute story, but they may be built-in as a small part of a story a reporter is before now running on.

Give newspapers consistent tips and they'll have a good argue to be a do again visitor to your website. And the more they know about you, the more stories they'll write about you.

Brad Phillips is the come to nothing and leader of Phillips Media Relations. He was formerly a journalist for ABC News and CNN, and headed the media relations administrative area for the back up chief environmental group in the world.

For more in a row and to sign up for free monthly media relations and media exercise e-tips, visit http://www. PhillipsMediaRelations. com


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