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Creating your online news room: how to build a site the media will love - pr


From time to time, ancestors ask me how communal relations has changed
during the two decades in which I've been looking for publicity. My
answer: technology. Twenty years ago, the fax android was a
newfangled novelty. Our chief means of communicating with
journalists was the car phone and the US Mail. The arrival of e-
mail and the web has made life easier in many regards and tougher
in others - namely, credit to hordes of clowns with money making
schemes and software that "blasts" press releases
indiscriminately to reporters, it's be converted into very hard to get your
e-mails because of to spam-weary reporters.

But there's a different great help provided to exposure seekers
by the Internet -- the capacity to construct an "online news room".
In the "old days", the press kit reigned. Big bulky folders
loaded with press releases, glossy photos and slides were
standard. They were exclusive to design, costly to duplicate and
required lots of manpower and postage to assemble and distribute.
Today, you can austerely address a reporter to a web URL, where all
your press equipment and high characterization artwork awaits, ready to
be used. It's a huge time and money saver.

A quick note: the conventional press kit isn't dead. It's still
handy to construct some corporal kits to use with key journalists,
as the very novelty of in black and white bits and pieces can give you an edge at
times. Also, some journalists still fancy a brute kit. Press
kits are an crucial tool at trade show booths & press rooms,
and exceptional events. However, gone are the days of distribution out
large press kit mailings. Keep the kits for besieged use only.

Creating a convenient online news room is especially beautiful simple. One
of the main clothes a busy reporter wants is easy approach to press
releases, corporate and executive info and artwork. A well put
together media room be supposed to give a faultless walk-through.

Where Be supposed to the News Room Go?

There are two schools of accepted wisdom on where to put your online news
room. Some companies favor to have it as a division on their
main site, detectable to all as a link on a menu bar or other
navigational element. Others build completely break sites just
for the media.

There are pros and cons to each. Putting it as part of your main
site allows a journalist to "poke around" your site, absorbing
more of the feel and cultivation of your band and its products. It
also makes it easier if the reporter wants more in order about
a actual effect than can be found in your media materials.
Of course, since you'll need to afford clear links to the online
news room to help such journalists find their way back, anyone
visiting your site can admission your press materials. This is
probably not an issue but, if you feel ability customers may
become bemused if they wander into the online news room, this
could be worth considering.

Creating a break free site allows you to tailor all to suit
the needs of the reporter and prevents the odds of
confusion for ability customers visiting your main site. The
reporter however, will be not capable to briefly "poke around" the
main site as described above, so you may care about that in your
decision. If you do desire a break free site, give it a name that
incorporates your business (if you're the Acme Company, go for
acmepress. com or acmeonlinenewsroom. com). Also, bestow clear
links to your main site throughout, and code them so that they
open in a new window, allowing the reporter to see your main site
without having to back off to the online news room.

Some Do's and Don'ts

DON'T force journalists to catalog or sign in for access.
They're busy folks and may very well come to a decision not to bother. Make
life as easy as you can for them.

DO offer the opening for journalists to enter their e-mail
address if they wish to be kept shoulder to shoulder of the most modern news from
your company, but don't link it in any way to the aptitude to
access any portion of the site. DON'T baffle non-journalists who
may wander into the site. Make it clear at the top of your main
page of your online news room what it and who it's for.

DO bestow a link to your consumer FAQ page and an e-mail link
for buyer benefit to give non-journalists a place to go to get
their questions answered. This will save you a great deal of
time responding to communication from non-journalists asking "why am I
looking at a press release? How do I download a new driver" or
some such thing. Here's what Gateway says, "Gateway press
contacts are only able to endow with assistance for qualified
members of the news media. They are not authorized to answer back to
product or expert aid needs. . . If you are not a component of
the news media, delight feel free to visit our pages for Product
Service and Support. "

DON'T try to lay out the online news room if you're not a
talented web designer. Don't use flash, heavy java scripts and
other doo-dads. The face you put forth to the media must be
highly professional, and the ease of direction-finding and commonsensical flow
of the news room is vital.

DO hire a expert designer who has a case that includes
simple, easy-to-navigate, clean-looking sites.

What To Add in in Your Online News Room:

Personal Associate Info. The name, address, e-mail, phone number,
fax amount and cell phone digit of your central media contacts
must be front and center. If you have an Direct Messaging ID,
put it in there, too.

Press Releases. Place press releases in sequential order
(most contemporary at the top). Keep customary press release
formatting and use easy-to-read fonts.

Executive photos, creation photos, charts, graphs, and other
appropriate artwork. Afford compound versions -- 72 dpi (lower
resolution) for online publications and websites, and 300 dpi
(higher resolution) for offline publications. Put instructions
such as To download, right-click and desire "save" next to the
graphics. Make sure your pitch correspondence and press releases
provide links to the correct artwork on your site.

Backgrounders, executive bios, white papers, depositor relations
info (if applicable), fact sheets, speeches, awards, streaming
media of: press conferences, artifact demonstrations, president's
speeches, etc.

Search Tool. Make it easy for journalists to find just what they
want, by creation all your press equipment fully searchable.

Online News Rooms to Study:

The best way to learn how to put at once an online news room is
to see how some very smart folks have done it. Here are three
outstanding examples. . . .

http://www. microsoft. com/presspass/default. asp
http://www. google. com/press/index. html
http://www. crayola. com/mediacenter/

Bill Stoller, the "Publicity Insider", has spent two decades as
one of America's top publicists. Now, all the way through his website, eZine
and subscription newsletter, Free Publicity: The Newsletter for
PR-Hungry Businesses http://www. PublicityInsider. com/freepub. asp
he's allotment -- for the very first time -- his secrets of scoring
big publicity. For free articles, killer advertising tips and
much, much more, visit Bill's absolute new site:
http://www. PublicityInsider. com


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How PR Pros Can Make Themselves Media Friendly  PR News - For Smart Communicators

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