Online Media Relations Wired World Expo. Why online Media Relations is important How to develop a strategy you can live with Which tools should you use.

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Presentation transcript:

Online Media Relations Wired World Expo

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 Online Media Relations Topics

92 percent of reporters use the Web to research articles 1 73 percent use the Web to find news releases 60 percent believe the information on corporate Web sites is reliable 2 1 Middleberg/Ross Survey, Burson-Marstellar Survey, 2000 Why Online Media Relations Matters

What is your companys overall media relations goal? Defining Your Strategy

What is your companys overall media relations goal? What do you expect to achieve from online media relations efforts? Defining Your Strategy

What is your companys 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 companys 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 companys 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 managements 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? Defining Your Strategy

Online Newsroom Web-based Delivery Services Online News Tools Web Searches Selecting Your Tools

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 News Release Subscription Online Newsrooms

News Releases Executive Bios and Photos News Release Subscription Video/Photo/Logo Libraries Online Newsrooms

News Releases Executive Bios and Photos News Release Subscription Video/Photo/Logo Libraries Contacts Online Newsrooms

News Releases Executive Bios and Photos 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 Online Newsrooms

Web-based Delivery Services

eReleases – PRnewswire – Bacons Web-based Delivery Services

Capture Addresses Get Preferences vs. Fax Text vs. HTML Recognize Online Journalists Clear Reply-to Address Respond

Online News

News Services reuters News Clippings Bacons Factiva.com Web Portals Specialty Portals Alertnet.org Alternet.org Online News

Online Searches

Web Log Reports netTracker Search Engine Optimization Web Position Saved Searches bookmarks Link Popularity Online Searches

Establish Goals and Limits Implement Measurements Choose the Right Tools Questions? Wrap Up

Mark Logan ext 222 Want To Know More?